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Sustainable Media

Media Development vs. Communication for Development: Structure vs. Process

Anne-Katrin Arnold's picture

Brothers for LifeMy colleague Shanthi Kalathil is working on a "Toolkit for Independent Media Development," which we have mentioned several times on this blog. One of the points she makes right at the beginning is that donors need to distinguish between media development and communication for development. Communication for development means the use of communication tools - usually in the form of awareness raising campaigns - to achieve development goals. Media development, on the other hand, is about supporting an independent media sector in and of itself, it's a structural approach.