Development Discourse on Gender and Communication in Strategies for Social Change

Karin Gwinn Wilkins

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Gender, Education, and Development Issues Media, Gender, and Advertising Media and Communication Studies

Abstract

In this paper, I explore institutional discourse on the role of gender in constructions of development communication beneficiaries and on the process of social change facilitated through communication intervention. Analyses are based on descriptions of health, nutrition, and population projects implemented by several organizations since 1975. Since the Decade for Women, development communication projects have focused their attention on women and other marginal groups, whereas USAID has replaced informing strategies with persuasion approaches that target women as reproducers to consume products and services available through the private sector.

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1995Encountering development: the making and unmaking of the Third World 1980Organizations and Environments 1971Women's Role in Economic Development 1997Sense making in organizations 1991Anthropology and the development encounter: the making and marketing of development anthropology 1976Communication and Development 1985Communication and Organizations: An Interpretive Approach.1989Information campaigns : balancing social values and social change

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