Decolonizing communication: Key insights from the RUC Working Group at IAMCR 2024

Decolonizing communication: Key insights from the RUC Working Group at IAMCR 2024

Over 20 abstract papers exploring decolonizing communication as a theme were lined up for presentation during the Rural Communication (RUC) panel sessions at the International Association for Media and Communication Research (IAMCR) Conference 2024 at Christchurch, New Zealand last June 30 to July 4, 2024. The abstracts presented by the RUC Working Group emphasized the intersection between technology, culture, and communication in addressing the unique needs and challenges of different rural communities.

RUC Panel Sessions Highlights

One of the major themes presented centered on digital literacy and technology integration. Elske van de Fliert and Muhammad Fasha Rouf’s presentation titled “From Kredit Usaha Tani to Kartu Tani – The Digitalisation of Financial Transactions and What’s Missing to Empower Farmers”  explored the transition of local farmers in Indonesia from utilizing traditional financial systems to  digital platforms. The presenters from the University of Queensland highlighted the benefits reaped from the digitization of financial initiatives which strengthened local farmers’ economic security. Nonetheless, gaps in digitization efforts must be addressed to fully maximize its benefits to local communities. 

Elske van de Fliert and Muhammad Fasha Rouf from the University of Queensland share about Indonesian local farmers’ transition from traditional to digital financial systems.

Shala Adnan’s presentation titled “Creating a Strategic Communication Framework for Climate-Affected Rural Areas by Integrating ICTs to Enhance Productivity” looked into the relevance of integrating information and communication technologies (ICTs) to boost sustainable development in climate change vulnerable communities.  Based on its findings, the study suggests the importance of strategic communication initiatives that leverage ICTs in disseminating critical information, and supporting sustainable development in vulnerable communities. 

Shala Adnan from Pakistan discusses how ICTs can be harnessed for climate-affected communities.

From the Communication University of China, Jing Shan’s presentation identified factors that influence the communication effects of China’s “New Farmers” on Tik Tok based on the Elaboration Likelihood Model. The presentation highlighted how plot, video length, outfit, BGM, and fan base significantly influence communication effects. These findings have implications on how social media can be better leveraged to amplify voices from rural communities and promote innovation in rural development practice.

Jing Shan discusses the findings of their study on the influencing factors of communication effect of China’s “New Farmers” on TikTok.

While ICT integration and digitization approaches are seen to contribute to community development efforts, this type of approach may not be suitable for all types of communities. In the presentation of Li Zhang from  Tsinghua University , farmer communities remain to show preference over traditional sources of information such as rural cooperatives, and extension activities despite access to social media. Their paper presentation titled “Rethinking the Limited Effects Theory: Farmers’ Indifference towards New Media in the Diffusion of New Agricultural Technology” suggests that mass media may have limited impact on one’s behavior and attitude. Hence, it further emphasizes the need to develop targeted and effective communication strategies that will align with the community preferences, and interests. 

Li Zhang of Tsinghua University presents their study on rethinking the Limited Effects Theory. 

Aside from studies centered on digital transformation, the IAMCR also provided a platform for studies focused on social and cultural communication. From the Philippines, Kabzeel Sheba Catapang’s presentation  focused on the concept of “pakikipagkapwa” or being co-equal in centering marginalized voices through active listening in the development practice. The study underscored the relevance of treating community members with compassion, respect, and dignity in building better development pathways anchored on the needs of communities.

Kabzeel Sheba G. Catapang, from the University of Queensland, talks about “pakikipagkapwa” and its importance in fostering better communication in development practice.

Studies on risk and health communication were also presented in this year’s conference. 

IAMCR 2024 Highlights

The IAMCR conference 2024 includes various events and social activities designed to foster academic interaction and cultural exchange among participants from around the world.

The theme for this year’s conference focused on the Maori concept, “Whiria Te Tangata,” which meant weaving people together and realizing the strength that comes through common purpose. 

On top, the conference highlighted different keynote and plenary sessions tackling insights in decolonizing communication and the challenges communities faced in multicultural engagement.  Members from Radio New Zealand (RNZ),  United Nations Educational, Scientific and Cultural Organization (UNESCO), and IAMRC’s university partners also participated in special sessions tackling the conference’s theme. 

Aside from formal discussions, various social events and networking opportunities such as dinners, market fairs, city tours, and local entertainment were made available to IAMCR participants.

The next IAMCR conference will be hosted at the Nanyang Technological University in Singapore in July 2025. 

For more information, visit iamcr.org.

Article contributed by Fred Matthew P. Calapi, CCComDev Intern

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