The Role of Thematic Design in Communicating Development Outcomes: An Analysis of Sisters’ Blended Value Project Documentaries
DOI:
https://doi.org/10.47604/ijcpr.3978Keywords:
Development Communication, Documentary Storytelling, Framing Theory, Sisters´ Blended Value Project, Development Projects, Development StudiesAbstract
Purpose: This study examined how thematic design enhances the communication of development outcomes. Guided by Framing Theory, the study used analytical lenses to examine how themes in development documentaries are selected, made salient, or excluded.
Methodology: A qualitative research design was adopted. Data were generated through qualitative content and visual analyses of ten purposively selected SBVP documentaries, in-depth interviews with SBVP personnel and technical experts involved in documentary production, and Focus Group Discussions with SBVP beneficiaries. Data were analysed thematically using manual qualitative procedures and presented through narrative descriptions.
Findings: The documentaries effectively communicated development outcomes by deliberately selecting and emphasising certain themes while downplaying others. Overall, the findings demonstrate that documentary storytelling enhanced audience understanding of the project’s objectives, implementation processes, and development outcomes, while shaping perceptions of its impact and increasing the visibility of the programme and its implementing partners.
Unique Contribution to Theory, Practice and Policy: The study recommends that development communication practitioners deliberately adopt a more comprehensive thematic approach when producing documentaries that communicate development outcomes. They should carefully design themes that clearly demonstrate impact.
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