Social Norms
Social norms action with informed and engaged societies
Social Norms
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 lainiciativadecomunicacion.com and is linked with The CI Global site.
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Published 25 years ago
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Campesino Wisdom - Andes

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A magazine called Minka is produced for Andean farmers which is based on the idea that Andean indigenous knowledge can provide the basis for constructing an Andean technological system. This system allows communities to produce more at lower cost, without damage to the environment and without external dependency. There is a strong commitment to rural development in the Andes within the group and the magazine.
Communication Strategies

Campesino experts help to provide information for the magazine Minka which is produced three times a year . 6000 copies are produced and distributed to literate village members. The information is read and the pictures explained to non-literate farmers. Campesino farmers identify information needs and gaps in knowledge, and these gaps are filled with a sound scientific background enforced.
Development Issues

Agriculture, indigenous practices, rural development
Key Points

Indigenous agricultural knowledge is justified scientifically and new practices are introduced through the study of campesino methods and transfer of knowledge through a magazine, Minka. The practices of the campesinos are monitored for their development in other parts of the world. Three aspects of Minka are of primary importance in communicating with its campesino readership: the text, the graphics and the use of the native language Quechua.
Partners



Grupo Talpuy

Sources

Development Communication Report,Reinforcing Campesino Wisdom in the Andes, Raul Santana Paucar, Gloria Miranda Zambrano, No. 74 1991/3.