Investigating the Effectiveness of Participatory Communication in Community Development Initiatives: A Study of Wenchi Municipal

Abstract

This study investigates the effectiveness of participatory communication in community development initiatives using Wenchi municipal as a case. The study employed a mixed-method research design using semi-structured questionnaires and a self-administered interviewer guide as the data collection instrument. Using the purposive and stratified sampling technique, 160 respondents and participants made up of staffs of the assembly, chiefs, project officers of some non-governmental organizations (NGO’s) and other developmental agents were selected for the study. Drawing on the Community Development, Social Cognitive and Systems Theories, the study provided an understanding of the practice of participatory communication and development challenges with diverse stakeholder views for inclusive development outcomes. A questionnaire and interview guide were used for data collection. The study found that, community members have unmet expectations regarding development projects in the municipality. They were concerns about the effectiveness of participatory communication approaches used in under taken community development initiatives in the municipality. Notable challenges to effective participatory communication include: lack of trust and credibility in the communication process, political interference, insufficient resources, and poor understanding of meaningful participation. Despite these challenges, community members reported feeling empowered to initiate development projects based on their needs. The study suggests that participatory communication is crucial for building trust and promoting sustainable development, but requires more effort and commitment from all stakeholders. The findings highlight the need for comprehensive training and capacity-building programs, inclusive and culturally sensitive communication approaches, and the use of technology and digital media to improve participatory communication in community development initiatives. The study recommends for policymakers, development practitioners, and community leaders to prioritize the development of effective participatory communication strategies to foster inclusive and sustainable community development.