SERVAES, J. (2002). By Way of Introduction. In: SERVAES, J. (ed.), Approaches to Development Communication, Paris: UNESCO. By Way of Introduction Jan Servaes Research Center ‘Communication for Social Change’ (CSC), K.U. Brussel All those involved in the analysis and application of communication for development - or what can broadly be termed “development communication” - would probably agree that in essence development communication is the sharing of knowledge aimed at reaching a consensus for action that takes into account the interests, needs and capacities of all concerned. It is thus a social process. Communication media are important tools in achieving this process but their use is not an aim in itself—interpersonal communication too must play a fundamental role. This basic consensus on development communication has been interpreted and applied in different ways throughout the past century. Both at theory and research levels, as well as at the levels of policy and planning-making and implementation, divergent perspectives are on offer. At the research and theory level this could easily be illustrated as follows: In her PhD-thesis Jo Ellen Fair (summarized in the journal Gazette, 1989) examined 224 studies of communication and development published between 1958 and 1986, and found that models predicting either powerful effects or limited effects informed the research. Development communication in the 1958-1986 period was generally greeted with enthusiasm and optimism: “Communication