THOMSON REUTERS FOUNDATION DOES PUBLIC OPINION ABOUT DEVELOPMENT MATTER?

Astrid ZweynertDeputy Editor AlertNet www.alertnet.orgRomanian Development Camp, September 2009

IT’S ALL ABOUT COMMUNICATION

– Development efforts are not fulfilling the promises made in the Millennium Development Goals - why is progress so slow?

– “Failure to recognise that open, inclusive, participatory communication and information processes are prerequisites for successful, sustainable development” (Panos Institute/DFID)

– Communication challenge for governments, NGOs and journalists – show, don’t tell

WHY DOES COMMUNICATION MATTER?

• Fabric of civil society woven from ongoing communication and exchange of information

• Information and communication "public goods“

• Public right to know and to understand

• Ad hoc, fragmentary approach fails to put information into context

• People involved and engaged in discussions more likely to change their attitudes and behaviour

MEDIA - A VEHICLE FOR SOCIAL CHANGE

• Aids and HIV - the most successful communications strategies go beyond top-down mass media campaigns

• Soul City in South Africa (soulcity.org.za): TV soap opera and accompanying programmes and materials on radio, youth newspapers and outreach activities, reaching 70 pct of population

• Truly engaging people in discussions and talking about HIV has brought about social change – reducing HIV and Aids-related stigma

NEW GLOBAL CIVIC SOCIETY HUNGRY FOR INFORMATION

• “Second Gutenberg revolution“: explosive growth in information technologies transforms ways people access information and communicate

• Internet, social media, mobile Web provide exciting new opportunities for information providers to reach and communicate with their audience

• One-way communication a dying breed – public engages through social media (Twitter, Facebook)

• Media provide forum for debate and accountability, help shape social attitudes

TWITTER AS A TOOL TO SHARE INFO

TWITTER AS A TOOL TO ENGAGE PUBLIC

• Invitation to pose questions to key aid and development players via Twitter

• World Bank’s Robert Zoellick, UNICEF chief Ann Veneman, UN disaster risk reduction chief Margareta Wahlstrom

THANK YOU FOR LISTENING • astrid.zweynert@reuters.com