Communication for Rural Development

Rural communication is an interactive process in which information, knowledge and skills, relevant for development are exchanged between
farmers, extension/advisory services, information providers and research
either personally or through media such as radio, print and more recently the new “Information and Communication Technologies” (ICTs). In this process all actors may be innovators, intermediaries and receivers of information and knowledge. The aim is to put rural people in a position to have the necessary information for informed decision-making and the relevant skills to improve their livelihoods. Communication in this context is therefore a non-linear process with the content of data or information. 
In Communication for Development approaches, rural people are at the centre of any given development initiative and view planners, development workers, local authorities, farmers and rural people as “communication equals”, equally committed to mutual understanding and concerted action. Communication for development is used for: people’s participation and community mobilization, decision-making and action, confidence building, for raising awareness, sharing knowledge and changing attitudes, behaviour and lifestyles; for improving learning and training and rapidly spreading information; to assist with programme planning and formulation; to foster the support of decision-makers.


Colours & Communication

Perception of color is a personal, even intimate experience. How we identify color may vary from person to person. One thing that can and has been tested, though, is the psychological response that certain colors evoke.
Color is such an immense part of art whether in abundance, lacking, or displayed in a harmonious pairing. The mindful use of color should be used to an artist’s advantage. For example, when customers are scanning the aisles of a grocery store for a healthy snack, their eyes are attracted to packaging with variations of green hues because of the color’s subtle suggestion of wellness. Certain wall colors, such as pale blue or yellow, can bring feelings of peace or happiness or help ease anxiety. An ensemble can leave distinct impressions of passion if there are shades of red or of grandeur with purple hues.
When it comes to the topic of color, the possibilities are as infinite as its variations. For now, we will break it down into its influence in the most simplistic way.

Representations: passion, power, energy, love, desire, aggression, heat, danger, violence, intensity, strength
Reds tend to grab attention, encourage conversation and appetite, and often appeal to men. It is used on fire trucks and extinguishers to gain immediate attention for the same reason it is used on warning labels and call-to-action buttons and links. It is often used in restaurants and dining rooms to entice appetites and stimulate conversation. When worn, it can exude a sense of power or trigger sensuality. In short, red is all things passionate and intense.

Representations: serenity, positivity, loyalty, trustworthiness, friendliness, sweetness, charm, harmony, unity, stability
There is a reason why blue is so often used in political campaigns. Politicians want to be trusted and seen as charming. Blue is a calming color, so it is frequently seen in places of peace and rest most likely because of its relationship to the ocean and a clear sky.

Representations: happiness, optimism, enlightenment, wisdom, cheer, idealism, hope, clarity
Because of its relationship to sunshine and light, yellow is the most joyful of colors. It is highly visible on the correct background or as a background color, so it is often used to not only attract attention, but also to make its message stick because it isn’t easy to ignore.

Representations: purity, cleanliness, sterility, innocence, cold, simplicity
Although white is the lack of color, it still belongs on this list because of its usage. Often linked to winter because of snow, it gives the sense of coldness. When worn, it shows purity and innocence in most cases. When used in design, it symbolizes simplicity and sterility, hence the term “white-space.”

Representations: creativity, enthusiasm, fun, energy, vigor, audacity, healing, immunity, success, balance
Depending on its hue, orange can portray several different things. Bright orange is linked to originality and vivaciousness. Like its counterpart, red, it triggers appetite and draws attention which is why it is used in construction sites, on clothing, signage, and in restaurants. Its more muted tones are related to the fall season, representing balance, healing, and immunity.

Representations: life, health, growth, soothe, renewal, refresh, calm, freshness, generosity, jealousy, envy, inexperience
Like many colors, green has both positive and somewhat negative implications. It is refreshing and represents youth and spirit. At the same time, as with adolescence’s dual implications of both vitality and inexperience, green can also depict jealousy because of the cliché “green with envy.”

Representations: extravagance, royalty, spirituality, romance, luxury, wisdom, mourning, ceremony
Purple’s likeness has a lot to do with its use in history. The color was expensive and took a long time to create, therefore only royalty or the wealthy could afford purple-colored fabrics. Its ceremonious usage, such as the Purple Heart (awarded to those killed or wounded in the military), also gave shades of purple its representation. When lighter shades are used, it is quixotic and sweet.

Representations: optimism, calm, nurture, love, romance, femininity, softness
Pink is often used in situations which require calmness or optimism. The color pink recalls well-known phrases such as “rose-colored glasses” and “tickled pink.” It is also undeniably related to young girls. Since it is a more watered down version of red, it has a lot of the same qualities as that color, just not as intense. Red is passionate, whereas pink is romantic.

Representations: earth, nature, simplicity, comfort, rugged, sincerity, reliability, dependable, stability
In design, brown is often linked to the environment. In packaging, it implies natural ingredients. In interior design, it brings the outdoors inside. When worn, it can sometimes represent sincerity or dependability, but can sometimes give a sense of lack of authority.

Representations: sophistication, elegance, formality, authority, depth, fear, evil, mystery, sadness, anger, mourning, death
Because of its use in ceremonious clothing such as graduation gowns and tuxedos, black is seen as a formal color in fashion. Black’s relation to night and darkness also gives it a sense of mystery with a touch of evil that relates to the fear of the unknown.

Communication Through Music

Communicating through music is very powerful. Most people take their music very seriously, and the lyrics that it contains. By listening to a song over and over it is hard for the message to be misunderstood. When a musician delivers a message it can be heard worldwide. Music is a subject that can bring people who have never seen each other before together, and form a bond that is hard to break. People’s interest in music, and the message it delivers, creates discussions and changes attitudes.
The communication process consists of a message being sent and received. The message may be verbal or non-verbal. Effective communication involves a message being sent and received. “The ecological model of communication through music attempts to provide a platform on which these issues can be explored. It asserts that communication occurs in the intersection of four fundamental constructs: communication between people (creators and consumers) is mediated by messages which are created using language within media; consumed from media and interpreted using language” 
“What about communication through music? Communication through music is a verbal communication. Since songs are made up of well-chosen words or lyrics. The intensity of the message depends on the appropriate melody, and on the way the singer/artist performed the song. In other words, the message of the song depends on how the singer/artist has given life to the song, and at the same time justice to the one who composed it. And every song has its message. The appeal and effectivity of the song to the listener is dependent on the lyrics, melody and the ability of the singer/artist”. The main idea is clear, music is a communication process.

Communication for Agriculture

Over the last ten years, we have been involved in creating audio visual software for agriculture and livelihood focused on transfer of better technology through success stories & training films. Participatory communication in development aims to facilitate the integration of interpersonal communication methods with conventional and new media channels, with the focus on encouraging all stakeholders to participate in the process.