T h e A C A D A M o d e l o f C o m m u n ic a t io n f o r A M o r p h o lo g ic a l D e v e lo p m e n t : P r e s e n t a t io n By N N A N Y E L U G O O K O R O A b s t r a c t dcbaZYXWVUTSRQPONMLKJIHGFEDCBA D e v e lo p m e n t a n d b e h a v io u r c h a n g e a re a c h ie v a b le w h e n th e rig h t c o m m u n ic a tio n p ro c e ss mlkjihgfedcbaZYXWVUTSRQPONMLKJIHGFEDCBA is a p p lie d . A trie d a n d tru ste d c o m m u n ic a tio n p la n n in g a n d im p le m e n ta tio n m o d e l lik e th e o n e d e sig n e d b y U N IC E F - A sse ssm e n t, C o m m u n ic a tio n A n a ly sts:- th a t fedcbaZYXWVUTSRQPONMLKJIHGFEDCBA m ust D e sig n a n d A c tio n (A C A D A ) -- th ro w s in to re lie f th e v ita l ste p s/ p ro c e d u re s in a c le a re r, sc ie n tific b e fo llo w e d in o rd e r to a c h ie v e se t g o a ls/ ta rg e ts m a n n e r. T h is p re se n ta tio n e x p la in s th e ste p s in v o lv e d in th e A C A D A m o d e l a n d c o n c lu d e s-th a t c ritic a l to th e su c c e ss o f th e m o d e l a re to ta l q u a lity m a n a g e m e n t (T Q M ) a n d c o n tin u o u s q u a lity im p ro v e m e n t (C Q I). people will need to use those I n t r o d u c t io n resources have been Current thoughts on communication communicated to them. for development are in search of a Today, the emphasis among surefire recipe that would utilize communication scholars, researchers communication as a for social m o te u r and advocates is no longer on the development. These "new thoughts" are relevance of communication to predicated on the realization in development, but on how best to apply development circles that communication to the developmental communication is a central issue in the process to achieve set development development process. Harping on this goals and objectives. It is this emphasis perspective as far back as 1968, that has led to the development of the Erskine Childers noted in te r a lia : ACADA model of communication for No innovation, however development. brilliantly designed and set down in a project plan of THE ACADAMODEL operations, becomes development until it has been communicated. No input or The ACADA model is a UNICEF- construction of material developed communication planning resources for development can and implementation model for be successful unless and until development that is aimed -at the innovations - the new developing and perfecting the most techniques and surrounding functional strategies for the design and which ZYXWVUTSRQPONMLKJIHGFEDCBA changed attitudes IIItI'T III/t;o /la l J o u rn a l o f C o m m u n lca tio n N o .2 J a n u a ry 2 0 0 5
21 PONMLKJIHGFEDCBA MODEL. OF ZYXWVUTSRQPONMLKJIHGFEDCBA C O M M U N IC A T IO N mlkjihgfedcbaZYXWVUTSRQPONMLKJIHGFEDCBA 0 THE ACADA communication of messages to the "technology of routing a message to the target audiences. Its prime focus is to target audience in order to evoke a promote "interaction around the discriminating" response from the messages for target audiences to audience and" compel desired action. understand them better, accept them Central to this process is the issue of and practise the healthy behaviours feedback which enables the proposed, not once but long enough to communicator, that is, the encoder. to reap the benefits that such behaviours ascertain the fidelity of given bring" (see dcbaZYXWVUTSRQPONMLKJIHGFEDCBA communication offerings. C o m m u n ic a tio n H a n d b o o k fo r P o lio E ra d ica tio n . a n d R o u tin e E P l). The idea is to effect a behaviour change D e v e lo p m e n t by "bringing about and sustaining the The term "development" is interpreted desired healthy behaviour". The from various perspectives. While some acronym "ACADA" stands for perspectives focus on individual and Assessment, Communication Analysis, personality variables such as" self- Design and Action. Before periscoping reliance and achievement motivation, this model, it is crucial that we others concentrate on capacity understand the key terms that are at development to effect a changeahd the . heart of the subject matter of become adaptive to changing situations discourse, namely: communication, (Mohd et aI, 1991), development, and communication for In the words of Rogers (1996), development. development is "a widely participatory process of social change in a society " intended to bring about social and C o m m u n ic a t io n Communication, according to Emery et material advancement (including greater equality, freedom other al, is "the art of transmitting and valued qualities) for the majority of the information, ideas and attitudes from (Emery et 'aI, fedcbaZYXWVUTSRQPONMLKJIHGFEDCBA one person to another" people through their gaining greater Communication, in this control over their environments." The 1968:3). context.v'is not the mechanical transfer implication of this participatory process of facts and figures," but a "humanized, is that "governments and agencies democratic-interactive" phenomenon cannot develop the people and that which "stresses genuine dialogue, free only the people can develop themselves, if they are given the right and proportioned opportunity to exert mutual influences," and lays emphasis information and skills as well as the on "how people use communication or resources they need to translate their messages" (Moemeka, It dreams into reality" (Ajibade, 2003). In 1991: 18). places premium on the promotion of this context, the ultimate goal of "dialogue, reflection, participatory development "is not a matter of situation analysis, conse-n-sus-building, ~ or gross national product (GNP), but the 'acquirement of new decision-making, and planning of knowledge and skills, the growth of a actions for change and development." new consciousness [and] the expansion It is the process of mobilizing people of the human confidence" (Kleinjans, and communities, and helping them to gain the insights and confidence 1975), It is also in this context that the needed to tackle their problems" United Nations, in its Agenda for (Frazer and Restrepo-Estrada, Development, defined development as "a multidimensional undertaking to In essence, therefore, 1998:62-63), communication is the art, science and ..1 1 1 ln terd iscip lin a rv Jo u rn n l o fC o m m u n irtttio n S tu d ies
OKORO mlkjihgfedcbaZYXWVUTSRQPONMLKJIHGFEDCBA 211 dcbaZYXWVUTSRQPONMLKJIHGFEDCBA ! V N A iV Y E L U G O achieve a high quality of life for all the "identifying a socio-economic need and people" (see Ajana, 2001). helping people to satisfy it, for their In this presentation, our focus 'own profit," communication for is on the capacity-development view development aims at applying' which sees development as "a positive communication in the very practical change [for the better] from conditions terms of getting people to adopt new [social, economic, political, cultural way's of self-improvement, to bring and human) that are no longer about societal development. The power- considered good enough for the goals point of communication for and aspirations of a society to those development is behaviour change communication (BCC), that are most likely to meet those goals (Moemeka, 1989). PONMLKJIHGFEDCBA and aspirations" Communication for development is a planned process of social transformation which operates at C o m m u n ic a t io n f o r the levels of advocacy to provide D e v e lo p m e n t resources and socio-political leadership Communication for development has commitment and support for been comprehensively defined by development goals/ objectives. Through Frazer and Restrepo-Estrada (1998) as social mobilization ~nd programme "the use of communication processes, communication, it brings about wider techniques and media to help people public participation and ownership of towards consensus, to help people plan development projects, and effects actions for change and sustainable changes in knowledge, attitudes and development, to help people acquire the practices (KAP) among specific knowledge and skills they need to programme participants (see improve their condition and that of C o m m u n ic a tio n H a n d b o o k fo r P o lio society, and to improve the E P J , supra). E ra d ic a tio n a n d R o u tin e effectiveness of institutions." Communication for development IS Using the concept of social diagrammatically illustrated as follows: marketing, which is defined as P r o g r a m m e c o m m u n ic a t io n ZYXWVUTSRQPONMLKJIHGFEDCBA S e rv ic e S e rv ic e d e /w e ry d e liv e ry T a rg eted ca m m u n ica tio n /tra in in g b eh a vio u ra l.ch a n g e fedcbaZYXWVUTSRQPONMLKJIHGFEDCBA fo r Source: C o n n n u n ic a tio n H a n d b o o kfo r P o lio E ra d ic a tio n a n d R o u tin « E t' of C o m m u n ica tio n N il, 1 L n tern u tio n u l J o u rn a t 1 0 0 5 }{II/U //T J '
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