Development communication for diffusion of innovation: a case study of Ramgaad mini-hydro project in India

Prasoon Dwivedi (), Alka Dwivedi (), Rupesh Kumar () and Aditi Khanduri ()
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Prasoon Dwivedi: University of Petroleum and Energy Studies (UPES)
Alka Dwivedi: University of Petroleum and Energy Studies (UPES)
Rupesh Kumar: University of Petroleum and Energy Studies (UPES)
Aditi Khanduri: University of Petroleum and Energy Studies (UPES)

Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, 2023, vol. 25, issue 10, No 45, 11699-11722

Abstract: Abstract The development projects in India are facing the problem of diffusion of innovation and sustainability of developmental projects. The information disseminated in such projects tends to play an important role to motivate the receivers for social change. In the literature, the ineffectiveness of the sender–message–channel–receiver model has been criticized because it does not address the need for two-way communication for the sustainability of the project. This study aims to propose a development communication model for people's participation in sustainability projects. It discusses the case of the Ramgaad mini-hydro project (MHP), one of the most sustainable and successful MHP in Uttarakhand, India, in light of its efficient development communication strategy. The project sites and the beneficiary villages were visited for the study. The project sites and villages were narrowed down with the help of the state energy development agency, Uttarakhand Renewable Energy Development Agency (UREDA). FGDs and semi-structured interviews were conducted to understand the communication process and strategies and their role in sustainability and the success of the project. A three-stage conceptual model of development communication for energy development projects is an outcome of the study. This proposed model comprises three stages such as dissemination, acknowledgment, connection, and introduction of feedback by the receiver to the sender. The study recommends an innovative development communication model for diffusion of innovation and implementation of development projects. This model can help to enhance the sustainability of other development projects all around the world. Graphical abstract

Keywords: Community participation; Development communication; Diffusion of innovation; Micro-hydro project; Media for communication (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s10668-022-02550-w

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