12 pages., Online ISBN: 978-981-13-2005-7
Print ISBN: 978-981-13-2004-0, In: Dutta M., Zapata D. (eds) Communicating for Social Change. Palgrave Macmillan, Singapore, It is understood that an effective communication approach might empower society, including the marginalized one. Nevertheless, for the sake of modernization, development agencies tend to administer a conventional top-down communication approach. This approach fails to stimulate capacities of marginal communities, causing social inequality. Therefore, this chapter demonstrates an experience of implementing an alternative approach, known as participatory communication with strong cultured-centered perspectives. A series of interactive extension or facilitation activities is described. The activities were aimed to conserve rare rice varieties and the unique farming practices in an indigenous community’s areas in the eastern region of Java Island. As a result, the farmers were more aware of the values of, and committed to conserve the endangered seed varieties and the related indigenous knowledge and practices; they were also willing to employ their indigenous institution as medium for information exchange regarding the farming system. Moreover, this project is relevant because the local public administration has been paying close attention to indigenous lifestyles for agro-eco tourism attractions recently. The project results suggest that the approach is appropriate to create social change at various levels. It is expected that our experiences will inspire readers to employ the strategic communication approach to empower marginalized communities as a way to achieve sustainable social change/development.
