What i think is important is that we see the communication not as something that is 'done' after the project but something goes throughout the research process. Also that we should see communication as a discipline unto itself and not a support function. If we are ultimately about behavior change, we need to understand audiences and those we are working with or trying to change. There is a whole field of behavior change that CGIAR has not tapped into that could be utiilzed as to why people are making decisions and how we can influence. For too long the assumption was that if we make a bigger, better, higher yielding variety farmers will use it. Or if we provide the policy advice, someone will use it.
Hi. Here is another article on the role of communication in development. They identify three objectives: information provision, coalition building and behavior change. https://www.guardian.co.uk/global-development-professionals-network/adam-...
What i think is important is that we see the communication not as something that is 'done' after the project but something goes throughout the research process. Also that we should see communication as a discipline unto itself and not a support function. If we are ultimately about behavior change, we need to understand audiences and those we are working with or trying to change. There is a whole field of behavior change that CGIAR has not tapped into that could be utiilzed as to why people are making decisions and how we can influence. For too long the assumption was that if we make a bigger, better, higher yielding variety farmers will use it. Or if we provide the policy advice, someone will use it.