Picture Supported Communication in Africa

A picture says more than a thousand words. This is true, but only in very narrow spheres, where attention centres on the appearance, the outward nature of objects. Usually, however, the opposite is the case. Words are a far more powerful and universal means of communication than pictures. The proper combination of language and imagery, finally, is superior to either of the two alone – this applies equally in literate cultures and in communication with illiterate people. The true potential of pictorial communication is both overestimated and underexploited. This book aims to fill that gap, providing clarification in a historical and universal perspective. A presentation of the European history of media facilitates empathy with the still essentially oral world of Africa. A major chapter sets out the general theoretical context, providing a systematic study of the potential and limitations of pictorial communication. This is followed by a discussion of communication with illiterates, using a functional, setting-based approach, and a description of the communication setting of rural development programmes and projects in Africa. Having thus laid the groundwork, the author presents two case studies of important instances in which pictorial communication has been developed and utilized successfully in Africa. Critical appraisal and comparative analysis of these cases leads, in conjunction with applied fundamentals, to practical recommendations. Once more, this second, completely revised and expanded edition is written for academics and development practitioners alike.