Abstract:
This research explores the role of government communication as a development tool in
Gokwe South Rural District (GSRD) of Zimbabwe. Different paradigms have explored the
development trajectory in the developing world, yet developing third world countries remains
a challenge. The study evaluates the applicability of different approaches of development
communication from modernisation, dependency to participation. Also, it adds a decolonial
perspective to both the theorisation and the practice of development communication for rural
development. The communication dimension has remained relevant in the cause since the era
just after the second world war, assuming that mass media would usher developing countries
into development. For several decades, governments and development agencies interpreted
development and modernisation as synonymous, but third world countries continue failing to
modernise. Rural areas, including Gokwe South District, have been the worst affected.
Messages and communication channels were for long the centre of focus throughout the
modernisation and the dependency eras. The participatory epoch saw a deviation from the
focus on communication content and channels as the most powerful means to bring about
social change to a focus on people as instrumental in development. The trajectory of growth
is increasingly placing much emphasis on the people who are the beneficiaries of
development. Recognition of their participation value has increased, which calls for people
to participate more in development initiatives.
However, to reap the best out of the people’s active involvement in development initiatives,
their present and past circumstances remain vital and relevant. History explains the lives of
the people in third-world countries; hence, it is critical to understand their current lives and
conditions. Most third world people’s history was greatly influenced by years of domination
through colonialism. The effects of colonialism pose severe limitations to development, such
that development agencies and governments cannot address the development question
without addressing the impact of colonialism. In light of this, the decolonial perspective
attempts to unsnarl and dislodge the people in developing countries from the injustices of
their past and their systemic exclusion as it focuses on the people who can bring about
development.
The study explored government communication by focusing on three key government
departments in GSRD: health, education, and agriculture, critical for rural development. This
study also focused on the main communication process components: the sender, channels, messages, and recipients. This approach aimed to effectively analyse the whole
communication process to gain complete insight into the role of communication within
government departments in rural development. The study employed a mixed-methods
research approach (MMR), comprising qualitative and quantitative methodologies to bring
about a reasonable amount of data. Quantitative data for questionnaires were analysed using
simple descriptive statistics. Qualitative data from focus group discussions (FGDs),
interviews and content analysis were analysed using the reflexive thematic analysis approach.
The findings from the study were that the government was making attempts to utilise Modern
Communication Systems (MCSs) to communicate with the people. Most people did not have
adequate access to the MCSs to make meaningful contributions to rural development.
Communication remained largely one-directional: from the top down to the public. The study
identified the limitations of such an approach, one of which was reduced participation. The
study also found out that participation was limited to involvement in implementing
development programmes that were unsustainable. The research also discovered that
Information Communication Technologies (ICTs) have an immense potential for improving
government communication, but there was a need to work on the infrastructure. Indigenous
Communication Systems (ICSs) were still relevant, as many people could access and utilise
them for development purposes. Broadly, the study observed that decoloniality has a
considerable potential of positioning the people in GRSD for sustainable development to
improve the people’s capabilities and empower them to participate in development
programmes fully. The research produced a framework that governments could use as a
reference in development communication. The framework considers the social realities of the
people in GSRD. It helps in understanding them so that government departments can
communicate effectively and get the best from the people not only as beneficiaries but also as
owners of rural development.
