农村通信服务-亚洲及太平洋地区的趋势和经验（英文版）

Rural

communicationservices

TrendsandexperiencesinAsiaandthePacific

Rural

communication

services

Trendsandexperiencesin

AsiaandthePacific

FoodandAgricultureOrganizationoftheUnitedNations

Rome,2024

Requiredcitation:

FAO.2024.Ruralcommunicationservices–TrendsandexperiencesinAsiaandthePacific.Rome.

/10.4060/cd0338en

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Coverphotograph:©CGIAR/C.deBode

Designandlayout:studioPietroBartoleschi

Contents

Preface v

Acknowledgements vi

Abbreviations

vii

Chapter

1

RuraltransformationandfamilyfarminginAsiaandthePacific 1

1.1Aboutthisstudy 1

1.2FamilyfarminginAsiaandthePacific

2

1.3Communication:Anassetforruraltransformation

4

1.4Ruralcommunicationservicesforadvancingfamilyfarming

7

Chapter2

OpportunitiesforbuildinganenablingenvironmentforRCS

11

2.1OverviewoftrendsinICTinfrastructureandaccessinAsiaandthePacific 11

2.2Overviewoftrendsindigitalizationandcommunicationpolicies 12

2.3Nationalpolicyframeworks:Opportunitiesforbuilding

anenablingenvironmentforruralcommunicationservices 13

2.4Summary:Emergingtrendsinpolicyframeworks 20

Chapter

3

Experiencesinruralcommunicationservices

23

3.1Surveyoffarmerandmediaorganizations 23

3.2DeskstudyonappropriationofRCSinfamilyfarminginAsiaandthePacific 26

3.3SelectedcasesfromAsia 40

Chapter

4

TowardsinclusiveruralcommunicationservicesinAsiaandthePacific

53

4.2Lessonsonappropriationofmediaandinformation

andcommunicationtechnologies 53

4.2RecommendationsforimprovingtheRCSFramework 54

4.3Improvingpolicyframeworks 55

Bibliography 57

Annex1.Deskstudy-RCSinterventiondetails 63

Annex2.Deskstudy-RCSinterventiondetails(continued) 69

Tables

1.Listofinitiatives 26

2.Themesandsub-themesofcontextswherefarmers

appropriateruralcommunicationservices 29

3.Keymessagesaboutruralcommunicationservices,

communitymediaandinformationandcommunicationtechnology 34

Figures

1.Theruralcommunicationservicesframework 8

2.DigitalGreen’scommunity-basedvideoapproach 41

3.Degreesofparticipation 55

iii

©iStock/Pixelfusion3d

Preface

Thisstudyispartofaseriesexaminingruralcommunicationservices(RCS)andtheirroleinruraltransformationandfamilyfarming.Eachstudyfocusesonaspecificregion,andthisdocumentlooksatexperiences,trendsandneedsinAsiaandthePacific.

Familyfarmersplayakeyroleinsupportingfoodsecurity,ensuringsustainablelivelihoods,achievinggenderequity,andcreatingamoreresilientglobalcommunity–allessentialelementsoftheSustainableDevelopmentGoals(SDGs).Thelikelihoodofsuccessfullyachievingthesegoalsissignificantlyenhancedwhenfamilyfarmersareengagedasstrategicpartners.Familyfarmershavebeenrecognizedas“pivotalinrenderingagri-foodsystemsmoreinclusive,sustainable,resilientandefficient”1.Thisisnotonlybecausethesectorproducesmorethan80percentoftheworld’sfoodandemploys30percentoftheworld’spopulation(FAO,2014),butalsobecausefamilyfarmersareimportant“custodiansofbiodiversity,landscapesandculturalheritage”(BlondeauandKorzenszky,2022,p.2).

Communications,employingarangeofmethods,media,channelsandapproaches,playsasignificantroleinsupportingfamilyfarmingandachievingtheSDGs.Locallydrivencommunicationsthatinvolvefamilyfarmersandvariousruraldevelopmentactorscancreateuniquespacesforthesefarmersandtheirorganizationstobeheard,informedandsupportedinaddressingrelevantissues.Indeed,whenembeddedinaCommunicationforDevelopment(ComDev)approachthatfocusesonresults,dialogueandparticipation,communicationinitiativescanserveasatransformativetoolintheruralagriculturalsector.

InthecontextoftheUnitedNationsDecadeofFamilyFarming(UNDFF)2019–2028andtheComDevAsiaregionalinitiative,thisstudyexaminestheroleofRCSinfamilyfarminginAsia.ItprovidesanoverviewofRCStrendsinfamilyfarmingandpolicyinAsiaandthePacific,drawingevidencefromarangeofsources.Theresearchmethodologyincludesevidencecollectedfromprojects,expertinputandpolicyreview.Inaddition,thestudyaimstocaptureandshareconcreteexperiences–highlightedthroughcasestudies–thatdemonstratehowwell-designedandinclusiveRCSinitiativescancontributesignificantlytoruraltransformationintheregion.

1Blondeau,S.&Korzenszky,A.2022.Familyfarming.LegalBrief8.Rome,FAO.

https://doi.org/10.4060/cb8227en

v

Acknowledgements

ThisstudyistheresultofcollaborativeeffortsbetweentheFoodandAgricultureOrganizationoftheUnitedNations(FAO)CommunicationforDevelopmentTeamandComDevAsia,aregionalcommunicationinitiative.ThedataandcasestudiespresentedinthispaperweregatheredfromtwomajordeskstudiesconductedinpartnershipwiththeCollegeofDevelopmentCommunicationattheUniversityofthePhilippinesLosBaños(CDC-UPLB)andDigitalGreen.

WeacknowledgeCleofeTorres,fromCDC-UPLB,andDigitalGreenforthepreparationofthemaintext,andMarioAcunzo,FAO,forhisoverallguidanceandrevisions.

WewouldliketoexpressourappreciationtotheteamatCDC-UPLB,includingRosaPilipinasFrancisco,JohnMervinEmbateandLouiseVillanueva,fortheircontributionstothestudy.OurthanksalsogotoJuvyGopelaforconductingthesearchforreferencematerialsandreviewingliterature,toZaneAndreiCortezfororganizingandeditingthelistofreferences,andtoMariaStellaTirolfortheircontributions.Similarly,weextendourgratitudetotheteamatDigitalGreen,particularlyNamitaSinghandAnkitaSingh.ThanksarealsoduetoPaoloregelSamonte,SilviaSanMarcoandespeciallyDanielleGirard-Mahanforthefinalrevision.

Contributionsfromvariousstakeholdersduringtheconsultationprocesswerecrucialforsharpeningthefocusofthecasestudiesandrefiningthestudy’sfindings,recommendationsandconclusions.

vi

Abbreviations

ADB

AICC

AIS

ATI

ATMA

AusAidBIMAS

CDC

CDC-UPLB

ComDev

CRS

CTA

DAFEP

FAO

FCCM

FEATIGAP

GIS

GPS

GRI-RCS

ICT

IT

ITU

IVR

IFAD

IRRI

MoAFW

NGO

NRLM

OPAPA

PCAARRD

PhilRiceRCS

R&D

SDG

SEWA

SCF

SMAE

SMS

UNDFF

UNESCO

AsianDevelopmentBank

AgricultureInformationandCommunicationCentre(Bangladesh)

AgricultureInformationService(Bangladesh)

AgricultureTrainingInstitute

AgricultureTechnologyManagementAgency(India)

AustralianAid

BimbinganMassal(Indonesia)

CollegeofDevelopmentCommunication(Philippines)

CollegeofDevelopmentCommunicationattheUniversityofthe

PhilippinesLosBaños

CommunicationforDevelopment

communityradiostation

TechnicalCentreforAgriculturalRuralCooperation

DecentralizedAgriculturalandForestryExtensionProject(Indonesia)

FoodandAgricultureOrganizationoftheUnitedNations

ForumonCommunicationforDevelopmentandCommunityMediafor

FamilyFarming

FarmerEmpowermentthroughAgriculturalTechnologyandInformationProject

GlobalActionPlan,orGoodAgriculturalPractices

geographicinformationsystem

globalpositioningsystem

GlobalResearchInitiative-RuralCommunicationServices

informationandcommunicationstechnology

informationtechnology

InternationalTelecommunicationUnion

interactivevoiceresponse

InternationalFundforAgriculturalDevelopment

InternationalRiceResearchInstitute

MinistryofAgricultureandFarmersWelfare(India)

Non-governmentalOrganization

NationalRuralLivelihoodMission(India)

OpenAcademyforPhilippineAgriculture

PhilippineCouncilforAgriculture,AquaticandNaturalResourcesResearch

andDevelopment

PhilippineRiceResearchInstitute

ruralcommunicationservices

ResearchandDevelopment

SustainableDevelopmentGoals

SelfEmployedWomen’sAssociation(India)

SEWACooperativesFederation(India)

Sub-missiononAgricultureExtension(India)

shortmessageservice

UnitedNationsDecadeofFamilyFarming

UnitedNationsEducational,ScientificandCulturalOrganization

vii

©FAO/DaniilDolidze

Chapter1

Ruraltransformation

andfamilyfarminginAsia

andthePacific

1.1Aboutthisstudy

WhiletheeconomiclandscapeofAsiaandthePacificisdiverse,itisoftencharacterizedbythecentralityofagriculture,whichformsacrucialpartoftheregion’seconomicbaseandculturaltapestry.Beingpredominantlyrural,agriculturaldevelopmentisoftenakeydriverofregionaltransformation.Overthelastfewdecades,variousagriculturalpoliciesandprogrammeshavebeenpursuedintheregion,focusingonaddressingclimatecrises,environmentaldegradationandreducinginequalities.Despitetheseefforts,AsiaandthePacificremainhometotwo-thirdsoftheworld’spoorestpeople.AsnotedbytheInternationalFundforAgriculturalDevelopment(IFAD)(n.d.)“smallfarmbusinessesacrosstheregionarestrugglinginthefaceofrural–urbanmigration,landandwaterdegradation,andeconomic,institutionalandpoliticalconstraints.Muchoftheregionlacksthebasicinfrastructurerequiredtoensureintegrationwiththeglobaleconomythroughefficientmarketlinkages.”

Ruraltransformationisstronglyanchoredinpovertyreduction,andsincepovertyisacuteamongfarmingcommunities,anygrowthinagriculturalproductivityislikelytoreducepoverty.Equally,agriculturalinputs,includingknowledgeandinformation,areimportantassetsforstimulatinganddrivingagriculturalproductivity.Manystudieshaveshownthatfarmingcommunitiesarepoorbecausetheyarefirstandforemostdeprivedofaccesstotheinformationthatwouldenablethemtomakebetterchoices.

AmidstthepressingchallengesfacingfamilyfarminginAsiaandthePacific,thisstudyundertakesapreliminaryexplorationofcommunicationinitiatives,theirroleandtheirpotentialcontributiontoruraltransformationintheregion.Thisstudyexaminestheroleofruralcommunicationservices(RCS)intransformingfamilyfarmingandruralareasinAsiaandthePacific.ItbeginsbyhighlightingthechallengesfamilyfarmersarefacingintheregionandtheimportanceofCommunicationforDevelopment(ComDev)infacilitatingaccesstoinformation,sociallearningandpolicydialogue.Thestudythendelvesintothetrendsininformationandcommunicationstechnology(ICT)infrastructureandnationalpolicyframeworksthathaveshapedcommunicationandRCSintheregion.

1

Ruralcommunicationservices–TrendsandexperiencesinAsiaandthePacific

Chapter3ofthisstudydetailsthefindingsofseveralresearchinitiatives,includinganonlinesurveyofRCSinitiativesandtwoextensivedeskstudies,conductedincollaborationwiththeCollegeofDevelopmentCommunicationattheUniversityofthePhilippinesLosBaños(UPLB-CDC)andDigitalGreen.Includedinthisanalysisarecasesthatillustratethesignificantimpactofwell-designedandinclusiveRCSinitiativesonruraltransformation.

Thestudyconcludeswithlessonslearned,emphasizingtheimportanceofaparticipatory,farmer-centredapproachinthedesignandimplementationofRCS.Ithighlightstheimportanceofmobilizingfarmersthroughappropriateplatformsandcarefullyconsideringsocioeconomiccontextstoreducebarrierstoinformationaccess.Finally,thestudyincludesrecommendationsforpolicyframeworkstofacilitatetheinstitutionalizationofRCS.

1.2FamilyfarminginAsiaandthePacific

FamilyfarmingisattheheartofagrifoodsystemsandruraltransformationinAsiaandthePacific.Itaccountsfor70percentofrurallivelihoods(YeandPan,2016)andcontributes80percentofthetotalfoodneededtoensurefoodsecurityintheregion(FAO,2013b).Thistypeoffarmingisoftencharacterizedasinvolvinghighfamilylabourinput,flexibleworkinghours,lowtransactioncostsandintensivecultivation.However,itremainslargelyasubsistenceeconomicactivity(YeandPan,2016).

TheFoodandAgricultureOrganizationoftheUnitedNations(FAO)definesfamilyfarmingas“ameansoforganizingagricultural,forestry,fisheries,pastoralandaquacultureproductionthatismanagedandoperatedbyafamily,andispredominantlyreliantonthefamilylabourofbothwomenandmen”(FAOandIFAD,2019,p.9).Familyfarmingcanalsobesynonymouswithsmall-scalefarmingorsmall-holderfarminginsomecountries,emphasizingitsrelianceonhouseholdlabourtosustainlivelihoodsandpreserveculturaltraditions(vanderPloeg,2008).

Toraisethelevelofappreciationforfamilyfarming,theUnitedNationsdeclared2019–2028astheDecadeofFamilyFarming(UNDFF),accompaniedbyaGlobalActionPlantoraiseitsvisibility.UNDFFaimstounleashthepotentialoffamilyfarmersaskeyagentsofchangetotransformfoodsystemsinthecontextoftheSustainableDevelopmentGoals(SDGs).UNDFFwillserveasaframeworkforcountriestodevelopintegratedactionsandcross-sectoralpoliciestoaddresstheenvironmental,economicandsocialdimensions,placingfamilyfarmersandtheirorganizationsatthecentreofruraldevelopment(FAOandIFAD,2019).

2

©iStock

Chapter1.RuraltransformationandfamilyfarminginAsiaandthePacific

WithinUNDFF,familyfarmingisbeingcelebratedasameanstoachievingthe2030AgendaforSustainableDevelopment.Inkeepingwiththis,UNDFFadoptssevenpillarsconsistent

withtheguidingprinciplesoftheSDGs(FAOandIFAD,2019):

.developanenablingpolicyenvironmenttostrengthenfamilyfarming;

.supportyouthandensurethegenerationalsustainabilityoffamilyfarming;

.promotegenderequityinfamilyfarmingandtheleadershiproleofruralwomen;

.strengthenfamilyfarmingorganizationsandtheircapacitiestogenerateknowledge,representfarmers’concernsandprovideinclusiveservicesinruralareas;

.improvesocioeconomicinclusion,resilienceandwell-beingoffamilyfarmers,ruralhouseholdsandcommunities;

.promotesustainabilityoffamilyfarmingforclimate-resilientfoodsystems;and

.strengthenthemultidimensionalityoffamilyfarmingtopromotesocialinnovationscontributingtoterritorialdevelopmentandfoodsystemsthatsafeguardbiodiversity,theenvironmentandculture.

3

1.3Communication:

Anassetforruraltransformation

WhilefamilyfarmingremainsakeyelementofruraltransformationinAsia,itfacesanumberofchallenges,includingvulnerabilitytoclimatechange,naturaldisastersandthegradualdegradationoflandresources,amongothers.Insomecases,climatechangeisalreadyposinganexistentialthreat,withseveralPacificislandsseverelythreatenedbyrisingsealevelsandextremeweatherevents.

Inrecentyears,familyfarminghasfacedadditionalhurdles,includingtheimpactofthepandemic(GregorioandAncog,2020).However,therearegroundsforoptimism:theAsianDevelopmentBank(ADB)notesthatSouth-easternAsia’seconomicrecoveryin2021wasledbyafewkeysectors,includingagriculture.Theagriculturalsectorwasabletobenefitfromthetransitionoflabourfromthetourismsector(ADB,2022).Thismayofferarenewedopportunityforagriculture.

Tomaximizethecontributionoffarmingintermsofyieldsandincomes,itisnecessarytoaddressseveralfactorsthathavebeenidentifiedaslimitingthesecapabilitiesinAsiaandthePacific(GregorioandAncog,2020).Thesefactorsinclude:

.relativelysmallfarmholdings;

.problematiclandandtenuresystems;

.limitedavailabilityofhigh-qualityseeds;

.pestsanddiseases;

.constrainedaccesstofarminputs,irrigationandrecommendedagriculturalpractices;

.weatherandclimatehazards;

.environmentaldegradation;

.absenceofsufficientsafetynetsandfinancialsupport;and

.lackofstrongmarketinstitutions.

Inlightofthesechallenges,thereisanoftenunderstatedneedforimprovedcommunicationstrategieswithinthefamilyfarmingsector.Effectivecommunicationiscrucial,notonlyforthedisseminationofinformation,butalsoasatoolforunderstandingandadaptingtothecomplextransformationstakingplaceinruralareas.

1.3.1Facingchallengesthroughcommunication

Throughtheyears,ruraltransformationandfamilyfarminghavebeenfacilitatedbycommunicationprimarilybetweenandamongfarmers,producerorganizations,agriculturaladvisoryorextensionservices,governmentserviceagencies,communitymediaorganizations,andprovidersoftechnicalassistancefromacademiaandnon-governmentalorganizations(NGOs).

4

However,asstudieshaveshown,theuseofcommunicationpersedoesnotnecessarilysolveruraltransformationproblems.Inmanyinstances,itismoreamatterofidentifyingwhatkindofcommunicationisneededforwhatpurpose,andhowsuchcommunicationshouldbeappropriatedbytheverypeopleforwhomsuchdevelopmentisintendedtoserve.Itis,therefore,notjustanycommunication,butonethatwouldcapturetheuniquenessaswellasthenuancesoftheinteractionbetweenandamongthevariousstakeholdersinthefamilyfarmingsector.

Communicationhaslongbeenrecognizedascrucialforruraltransformation.Intheearly1990s,anadvocacycampaignwaslaunchedtohelppeopleatalllevelstocommunicate,toempowerthemtorecognizeimportantissuesandfindcommongroundsforaction,andtobuildasenseofidentityandparticipationinordertoimplementtheirdecisions(FAO,1994).

Communicationhasbecomeevenmorecriticalforfarmingcommunitiesthathavetraditionallyfacedchallengesinadvocatingfortheirneeds,havelimitedopportunitiestoparticipateindecision-makingandhavelimitedaccesstoinformation.Forfamilyfarmers,theabilitytocommunicateandaccessinformationiscentraltoimprovingtheirlivelihoods.Itisoneoftheirfarm’snon-materialinputs.Theyneedtobeabletocommunicateabouttheservicestheyneedtosuccessfullygrowandselltheirproducts,minimizeinputsandlosses,increaseyieldsandsecurethebestavailableprices.

Theyshouldalsobeenabledtoparticipateindecision-makingonpoliciesthataffecttheirlivelihoodsinthefaceofsignificantsocial,economicandenvironmentalchallenges.Communicationiscentraltotheseprocessesandtoday,morethanever,itmustbeconsideredasanassetfortheadvancementoffamilyfarming.

1.3.2CommunicationforDevelopmentandfamilyfarming

BasedontheexperienceofFAOandotheragencies,thereisstrongevidencethatshowsCommunicationforDevelopment(ComDev)canhaveapositiveeffectonruraltransformationanddevelopmentprogrammes.Thisconcepthasbeencentraltovariousinternationalgatheringsofexperts,plannersandpractitioners,heldbyacademia,NGOsandinternationalruraldevelopmentagencies.TheUnitedNationsalsorecognizestheroleofComDev,toreinforcetheinstitution’scoreprinciplesandenhanceitseffectiveness(UNDP,2011).

Inthecontextofdevelopmentwork,theUnitedNationsadoptedthefollowingformaldefinitionofComDevin1997throughGeneralAssemblyResolution51/172:

Communicationfordevelopmentstressestheneedtosupporttwo-waycommunication

systemsthatenabledialoguesandthatallowcommunitiestospeakout,express

theiraspirationsandconcerns,andparticipateinthedecisionsthatrelatetotheir

development.

5

Ruralcommunicationservices–TrendsandexperiencesinAsiaandthePacific

ItwasalsodefinedduringtheWorldCongressonCommunicationforDevelopmentin2006asfollows:

CommunicationforDevelopment(ComDev)isasocialprocessbasedondialogueusingabroadrangeofmethodsandtools.Itisaboutseekingchangeatdifferentlevelsandinvolveslistening,buildingtrust,sharingknowledgeandskills,shapingpolicies,debating,andlearningforsustainedandmeaningfulchange.

Amonginternationalorganizations,FAOisonethathasdevotedmuchattentiontoadvancingComDevinthecontextoffamilyfarming1TheroleofComDevinagriculturalandruraltransformationiscrucialinprovidingaccessforstakeholderstoinformationandknowledge,sociallearningandengagementinpolicydialogue.AlfonsoGumucioDagron,aComDevexpertfromthePlurinationalStateofBolivia,hasemphasizedthatComDevisaprocessmuchdifferentfromtheusualcorporateorinstitutionalcommunication(GumucioDagron,2001).ComDevprimarilytakesplaceatthegrassrootslevel,involvingamajorityofruralstakeholderswhoareoftendeprivedofinformationandseldomlistenedto.ThisiswhyaparticipatoryprocessisattheverycoreofComDev.

ComDev,asappliedtoinclusiveruraltransformationandfamilyfarming,differsfromothercommunicationapproachesappliedindevelopmentinthefollowingaspects:

1.Focusonmarginalizedgroups:ComDevprioritizesengagementwithmarginalizedgroups,especiallythepoorandunderprivileged,manyofwhomarefamilyfarmers.Thisfocusdoesnotexcludeworkingwithotherstakeholders,suchasgovernmentserviceagencies,mediaorganizationsandtechnicalexperts;however,theprimaryobjectiveistoservetheinterestsofpoorfarmers.

2.Capacitybuildingasaninherentpartoftheprocess:StakeholderparticipationintheComDevprocessisaccompaniedbycapacitybuilding.Whetheritisintheprocess,methodsortools,stakeholdersareeventuallyequippedwiththeknowledgeandskillstosubsequentlyproceedontheirown.

3.Purposiveandplanned:ComDevispurposive,withclearlydefinedgoalsbeingthebasisonwhichthecommunicationprocessisdesignedandoperationalized.ComDevmustthusbesystematicallyplannedandnotmerelyincidental.

4.Emotionalengagementaspartoftheprocess:EmotionalengagementisanintegralpartofComDev,particularlyinconveyingthedeepersentimentsofstakeholders,especiallythepoor.Thisemotionalconnectionunderpinstheprocessandrequiresanenvironmentoftrust.

5.Empowermentastheendgoal:TheultimategoalofComDevistheempowermentoftheruralpoor,facilitatingsocialchange.Tobeempoweredistogaincontroloverone’sowndecisions,resourcesandrights,andtopursuethedirectionthatisdeemedbestforachievingone’slifegoals.

1

AmongFAO’sinitiativesarethebiannualUnitedNationsInter-agencyRoundTableonCommunicationforDevelopment,whichhasheld13meetingstodate;theWorldCongressonCommunicationforDevelopmentin2006;andtheFAOExpertConsultationonCommunicationforDevelopmentin2011.

6

©DigitalGreen

Chapter1.RuraltransformationandfamilyfarminginAsiaandthePacific

1.4Ruralcommunicationservicesfor

advancingfamilyfarming

WithintheComDevconceptisaspecificcommunicationfunctioncalledruralcommunicationservices(RCS).FAOdefinesRCSas:

…asustainedtwowayprocess,deliveredregularlytotheruralpopulationtoenhancerurallivelihoodsby:facilitatingequitableaccesstoknowledgeandinformation;enablingsocialinclusionindecision-making;andbuildingstrongerlinksbetweenruralinstitutionsandlocalcommunities.(FAO,2017,p.2)

RCSinvolvesfacilitated,deliberate,regularandplannedprocessescharacterizedbythestrategicuseofinterpersonalandmediatedcommunicationmethodstofacilitatestakeholderparticipation.Givenitsfocus,preferredmedia,androleinruraltransformationandfamilyfarming,RCSisparticularlywellsuitedtoworkingwithcommunitieswithspecialneedsandinterests.Theseincludefarmingcommunities,migrantcommunities,communitieswithahighincidenceofmalnutritionandIndigenouscommunities(Berrigan,1979).Thus,RCSoftendealswithruralpopulat