140
6
A study of the level of adoption in the REDD project area found little evidence
that the agricultural component had a significant effect on rural livelihoods and
farming methods. The results showed modest adoption rates of practices promoted
by the REDD project. For instance, the rate of agro-chemical use in one of the
project villages, which was frequently used by AWF as a demonstration village
when receiving visitors, was found to be the same as in villages that did not participate in the REDD project (with 6% of farmers using synthetic fertilizers and
18% using pesticides) (Putnina 2019).
We found, in other words, that AWF and the Norwegian embassy could not
substantiate their claims of the success of the REDD project with high yield
increases and diffusion of new technology. Likewise, there was a lack of substantiation that agricultural modernization and the other livelihood elements had
caused poverty reduction or even compensated the costs that the closure of the
forest implied for local people.
6.5 How Can a Success Narrative About a Failed Project
Succeed?
As shown in several chapters in this book, there is often a gap between leading
discourses and what researchers find when they carry out in-depth studies of cases.
So, how is it possible that a failed project can be presented as a great success? And
why is the failure not revealed—unless, as in this case, there happens to be an
opportunity to carry out independent and in-depth research?
An analysis of these questions has to examine both actors and structures. First,
we have actors who, for different reasons, may present the project as a success in
order to serve their own interests. According to Chapin (2004) and Büscher (2014),
‘success’ in conservation and development aid relies upon successful marketing.
Chapin discusses, for instance, how big conservation NGOs market their activities
in ways similar to those of multinational corporations.
It is worth noting that individuals as well as their organizations may have interests in establishing a success narrative. An organization that manages to present its
projects as successful, will make use of this success in new fund-raising. For individuals in these organizations, success narratives contribute to securing their jobs
and increasing their competitive strength in the labour market. This, in other
words, illustrates the saying: ‘nothing succeeds like success’.
In a similar vein, it is important for developing aid administrations and their
employees to present the activities that they fund as successful. Furthermore, there
is ‘the pipeline problem’, the need to spend each year’s budget before the end of the
year (Jansen 2014). Negative attention can lead to delays and be damaging for the
organization and programme officer.
Second, some villagers and village leaders seem also to have interpreted the
project and marketing of its success as being in their own interest, while others
have taken contrary positions. When the project has been presented by AWF and
the embassy, some of the actors who have benefited get to play their roles in order
to communicate a glossy picture of success.
Chapter 6 · Climate Mitigation Choices: Reducing Deforestation ...
6
A study of the level of adoption in the REDD project area found little evidence
that the agricultural component had a significant effect on rural livelihoods and
farming methods. The results showed modest adoption rates of practices promoted
by the REDD project. For instance, the rate of agro-chemical use in one of the
project villages, which was frequently used by AWF as a demonstration village
when receiving visitors, was found to be the same as in villages that did not participate in the REDD project (with 6% of farmers using synthetic fertilizers and
18% using pesticides) (Putnina 2019).
We found, in other words, that AWF and the Norwegian embassy could not
substantiate their claims of the success of the REDD project with high yield
increases and diffusion of new technology. Likewise, there was a lack of substantiation that agricultural modernization and the other livelihood elements had
caused poverty reduction or even compensated the costs that the closure of the
forest implied for local people.
6.5 How Can a Success Narrative About a Failed Project
Succeed?
As shown in several chapters in this book, there is often a gap between leading
discourses and what researchers find when they carry out in-depth studies of cases.
So, how is it possible that a failed project can be presented as a great success? And
why is the failure not revealed—unless, as in this case, there happens to be an
opportunity to carry out independent and in-depth research?
An analysis of these questions has to examine both actors and structures. First,
we have actors who, for different reasons, may present the project as a success in
order to serve their own interests. According to Chapin (2004) and Büscher (2014),
‘success’ in conservation and development aid relies upon successful marketing.
Chapin discusses, for instance, how big conservation NGOs market their activities
in ways similar to those of multinational corporations.
It is worth noting that individuals as well as their organizations may have interests in establishing a success narrative. An organization that manages to present its
projects as successful, will make use of this success in new fund-raising. For individuals in these organizations, success narratives contribute to securing their jobs
and increasing their competitive strength in the labour market. This, in other
words, illustrates the saying: ‘nothing succeeds like success’.
In a similar vein, it is important for developing aid administrations and their
employees to present the activities that they fund as successful. Furthermore, there
is ‘the pipeline problem’, the need to spend each year’s budget before the end of the
year (Jansen 2014). Negative attention can lead to delays and be damaging for the
organization and programme officer.
Second, some villagers and village leaders seem also to have interpreted the
project and marketing of its success as being in their own interest, while others
have taken contrary positions. When the project has been presented by AWF and
the embassy, some of the actors who have benefited get to play their roles in order
to communicate a glossy picture of success.
Chapter 6 · Climate Mitigation Choices: Reducing Deforestation ...