Bridging Health: Exploring Participatory Communication among Health Communication Planners and Implementers in the Philippines
This study explores a framework for theorizing the participatory media approach by examining local experiences on communication and development through the perspectives of health communication technicians, their relationships with senders and receivers in health programs and projects, and how they conduct the process of communication planning, implementation, and evaluation. The study addresses the following three main questions: (1) Who are the health communicators and what are their roles in participatory communication? (2) What is the level of participatory communication in health programs and projects? and (3) What are the approaches and characteristics of participatory communication in health programs and projects in the Philippines? The study reveals that communication technicians perceive their communication strategies as long-term processes that address the felt needs of communities with the participation of beneficiaries in planning communication that is sensitive to the culture of, beneficial to the majority of, and owned by the community.