Wageningen University & Research (WUR) is one of the most notable institutions using communication to facilitate rural development. They utilize media, information technologies, and participatory strategies to strengthen agricultural systems and build resilience. Through Communication for Development (C4D) and specialized Rural Communication Services (RCS), the university translates theory into practice, with their projects at the heart of sustainable rural change.
WUR’s graduate programmes, such as the MSc specialisation in Innovation and Communication for Development, train students to critically reassess how to collaborate with diverse rural actors on complex issues like climate change, migration, and digitalisation. Meanwhile, the MSc in Development and Rural Innovation builds bridges between technical and social disciplines to navigate knowledge dynamics in global contexts.
Additionally, WUR’s body of research offers insights into how communication can be used for rural development. A FAO‑commissioned scoping study, co-authored by WUR scholars Rico Lie and Loes Witteveen, synthesized 19 case evaluations across Africa, Asia-Pacific, Latin America, and the Caribbean. It evaluated participatory media, radio campaigns, community video, and SMS platforms, concluding that while evidence of impact is emerging, systematic approaches are needed to guide inclusive rural communication policy.
Work in WUR also explores the learning dynamics surrounding agricultural advisory and communication contexts. Another study by Lie and Witteveen in 2020 examines theory- and design-based learning approaches for rural communication. They highlight social, experiential, visual, intercultural, and distance learning. The research emphasizes that learning transcends the cognitive and becomes a social and behavioral process shaped by group dynamics, reflection, and culturally-adaptive multimedia tools. Their work on visual communication also shows how graphic storytelling can empower rural communities to visualize and act upon complex development challenges.
The university contributes to foundational frameworks that guide participatory monitoring, advocacy, and impact assessment in C4D. This is shown through a book by Cees Leeuwis and Anne van den Ban titled Communication for Rural Innovation, which traces the evolution of agricultural extension and bridges science with local innovation. Since its 2004 edition, it has remained a core reference for those facilitating agricultural change.
The impact of their research becomes evident in the field. Visual and participatory methods such as photovoice, community video, and information design have empowered farmers to analyze their own challenges and innovate locally. Mobile services and ICT platforms disseminate weather alerts, market prices, and agronomic tips, helping smallholder farmers adapt to risks and reduce poverty. These changes can also be observed at the institutional level. By mapping successful radio programmes, local ICT services, and advisory systems, WUR has contributed to frameworks that guide governments and donors toward more inclusive extension models. Their advocacy supports the use of communication as a strategic pillar in rural development.
These research insights influence their education, training, and practical advisory systems. Wageningen’s courses in effective science communication and communication with media and the public empower students to transform scientific output into accessible information. By guiding researchers through storytelling, the university ensures that evidence influences both grassroots practice and policy decisions.
Apart from this, WUR’s work extends to other regions. Through its leadership in the Rural Communication Working Group of the International Association for Media and Communication Research (IAMCR), WUR convenes global stakeholders to interrogate how radio, farmer field schools, and SMS advisories can equitably support farming communities.
To know more about Wageningen University and Research’s initiatives, visit https://www.wur.nl/en.htm
Sources:
Servase, J. & Lie, R. (2014). Future imperatives of communication for sustainable development and social change a policy-intent report., Wageningen University & Research.
https://edepot.wur.nl/359238
Wageningen University & Research. (n.d.). Wageningen University & Research.
https://www.wur.nl/en.htm
Wageningen University & Research. (n.d.). Communication, organisation and change.
https://www.wur.nl/en/chair-groups/cpte/strategic-communication/research/communication-organisation-and-change
Article contributed by Maria Soledad, CCComDev intern.
Photo courtesy of Van Gooien
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