The meaning of “participation” is often a explanation of the organizational culture defining it. Participation has been variously described as essential within agencies as it is in the field and as an educational and empowering process necessary to correct power imbalances between rich and poor. It has been conceived to embrace the idea that all “stakeholders” should take part in decision making and it has been more described as the extraction of local knowledge to design programs and changes. In this manner, resulting of development communication failure which the paradigm tries to shape society without considering traditions, belief, attitudes of human, participation paradigm recognized wide cultural differences between different parts of the world.
The central idea of the paradigm is that there is no universal development model; development is an integral, multi-dimensional, and dialectic process that can differ from society to society’. Because of the different understandings of development across different societies, the needs of a development project have to be defined by the people involved in the situation rather than by However, participation paradigm could be used to by locals who want to fight against environmental, social changes.
Eurogold, Bergama struggle is an good example for participation paradigm but vice versa. Eurogold (a multinational company formed by Canada, Australia and Germany) came to Turkey as a result of invitation by Ex-president Turgut Özal -Turkish version of Thatcher and Reagan- in order to search for gold mines on Bergama region which is close to İzmir. The company would use cyanide for extracting gold from earth and thus damage their natural environment. Peasants have realized what will happen to them if they would let the company operate after watching a documentary from New Zealand on TV. As a result of the act, they started their resistance moments. Eurogold invited journalists to Bergama in order to take media into its service. However the peasants cut off the road of the bus while shouting, “We do not want gold with cyanide”.
With this act, a long lasting fight has been started between peasants and Eurogold. Like Eurogold, peasants are also use media but alternative one to announce that cyanide will be ruining their village and environment. After many years, the peasant movement is still ongoing without any result. The resistance of the peasant people in Bergama is a symbol for many reasons. The peasants of started when they watched a “gold rush” experience, which took place in New Zealand and discussed the harms. Global neo-liberalism is got caught on the communication networks