•The evolution of communication for development (C4D) has mirrored broader shifts in theories and models of economic and social development. For much of the post-World War II period, C4D was informed by the ‘modernization’ paradigm, which sought to transform ‘traditional’ societies into modern, Western societies through the transmission of attitudes, practices and technologies. Correspondingly, communication initiatives adopted a diffusion approach, which uses communication to carry out a transfer of information. This includes large-scale media campaigns, social marketing, dissemination of printed materials, ‘education-entertainment’ and other forms of one-way transmission of information from the sender to the receiver.
•Proponents of diffusion theory recognised the limitations of mass media, however, in promoting sustained behavioral change. The theory also incorporated interpersonal communication: face-to-face communication that can either be one-on-one or in small groups. The objectives are to share information, respond to questions, and motivate specific behavioral practices. The belief is that while mass media allows for the learning of new ideas, interpersonal networks encourage the shift from knowledge to continued practice.
