Communicating Gender For Rural Development - Integrating gender in communication for development
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In rural and agricultural development projects, ‘communication for development’ and ‘gender’ approaches are key to ensuring that food security, poverty and gender objectives are met sustainably. These two approaches are based on common values, namely the active and equal participation of all stakeholders, both men and women, and the empowerment of populations, particularly the most disadvantaged. They are in no way contradictory, and yet very few communication initiatives take the issue of gender into account. No doubt this is because gender is poorly understood, seen as complicated and labelled ‘a women’s issue’. Moreover, there is a tendency to forget that people’s livelihoods and their socioeconomic situation have a huge bearing on their ability to receive and transmit information. Lastly, commonly used methods of communication are supposedly gender-neutral. With gender seen as a ‘women’s issue’ and communication dressed in ‘unisex clothing’, it is hardly surprisin g that communication for development initiatives reach and engage more men than women, especially in rural areas.