Demystifying participatory development communication: Organization for Rehabilitation and Development in Amhara (ORDA), Ethiopia in focus

Abstract

This study demystifies the paradox about participatory communication. It explores the perception and practice of participatory communication in development process focusing on a leading local non-governmental organization (NGO) named Organization for Rehabilitation and Development in Amhara (ORDA) in the Amhara National Regional State (ANRS), Ethiopia. This qualitative case study used in-depth interview, focus group discussion (FGD), document analysis and field observation for data collection. The research results revealed that the dominant perception and the practice of development communication in the organization is found in line with the assumptions of the top-down development approaches. The study shows that the premises of participatory communication are not found in ORDA both at the perceptual and practical levels. The study further concludes that development communication in general and participatory communication in particular is not used as a means of liberation from the chain of poverty and dependency syndrome which deeply persists in the region. To avert this condition, the study recommends the application of genuine participatory communication for sustainable development in rural Amhara/Ethiopia.