This thesis focuses on â communication for development' concepts and initiatives, in an attempt to, first, investigate the limits of the UN's perceived shift from a top-down to a bottom-up development approach, and secondly, to evaluate the degree and extent of the effectiveness of its communication efforts to achieve development results. The main hypothesis is that communication, as a tool used to achieve development objectives, remains vastly underutilized within the UN system, partly owing to the lack of adopting a genuine people-centred, bottom-up approach in favour of top-down global strategies. The thesis first embarks on a review of the evolution of development approaches, with a focus on the role of the UN, followed by an analysis of different schools of â communication for development', exploring the influence of the historical shift in global development thinking and the UN's role in this field. The thesis then tackles a case study from the United Nations Development Programme in Egypt to investigate the degree to which such initiatives are community-driven versus corporate-dictated. Project evaluation analysis and a series of independent focus groups with target beneficiaries suggest that UNDP's communication focus at the corporate level remains largely driven by a top-down diffusion model for the purpose of increasing its delivery of development aid and prospect mobilized resources. Based on the research findings, the thesis concludes with a proposed alternative framework for implementation at the project level to balance off this corporate top-down influence with more effective and measurable communication initiatives that promote participatory activities stemming from the community and serving their genuine development objectives.
School of Humanities and Social Sciences
MA in Political Science
Committee Member 1
Committee Member 2
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Ezzeldin, K. W.
(2021).The effectiveness of the United Nations' use of communication to achieve development results: a genuine shift from top-down to bottom-up development approach? a case study from Egypt [Thesis, the American University in Cairo]. AUC Knowledge Fountain.
Ezzeldin, Karim Wafik. The effectiveness of the United Nations' use of communication to achieve development results: a genuine shift from top-down to bottom-up development approach? a case study from Egypt. 2021. American University in Cairo, Thesis. AUC Knowledge Fountain.