A review of campaign evaluation and its role in communication for development
Date
2008-05-26T07:20:23Z
Authors
Kinghorn, Elizabeth Frances
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
ABSTRACT
This conceptual review is an introductory exploration of campaign
evaluation's potential to support broader development processes. The
review is not conclusive, but maps theoretical and empirical themes,
highlights debates, identifies potentially constructive approaches, and
notes areas for further investigation. It considers how a critical
understanding of social systems, development paradigms and
communication models may enhance campaign evaluation's
transformative role. The review finds accountability to campaign funders
often drives evaluation, rather than a commitment to those who most need
to benefit from development. Amongst other factors, this limits evaluation's
contribution to social change. The author concludes that 'constructive'
evaluation differs from one context to another - each campaign requires a
unique approach to optimise and sustain development outcomes.
However, there remains considerable scope to develop campaign
evaluation theory and practice for public value. This will require extensive
dialogue; critical reflection; multidisciplinary, cross-sectoral and interorganisational
collaboration; and greater commitment to sustainable
development.
Description
Keywords
campaign, evaluation, communication, development