Government communication as a development tool in Gokwe South Rural District of Zimbabwe

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.