The Communication Initiative
Development action with informed and engaged societies
The Communication Initiative
After nearly 28 years, The Communication Initiative (The CI) Global is entering a new chapter. Following a period of transition, the global website has been transferred to the University of the Witwatersrand (Wits) in South Africa, where it will be administered by the Social and Behaviour Change Communication Division. Wits' commitment to social change and justice makes it a trusted steward for The CI's legacy and future.
 
Co-founder Victoria Martin is pleased to see this work continue under Wits' leadership. Victoria knows that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction.
 
We honour the team and partners who sustained The CI for decades. Meanwhile, La Iniciativa de Comunicación (CILA) continues independently at cila.comminitcila.com and is linked with The CI Global site.
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Theory of Culture: Martin-Barbero

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Theory Summary
"...in the redefinition of culture, the clue lies in the understanding of the communicative nature of culture, understanding culture as a process that is productive of meaning, not just as a 'circulator' of information. Thus, the receiver is not just a decoder to whom the TV broadcaster transmits a 'message' but also a 'producer'. " [Martin-Barbero - 1993]
Source

'Living with the Rubbish Queen - Telenovelas, Culture and Modernity in Brazil' by Thomas Tufte. Published by University of Luton Press - 2001 [page 16].