Whataboutism or When a Critique Becomes a Dismissal: What We Can Learn from a Missed Opportunity in Development Communication

Imagine this (made-up example): A development project aimed at improving women’s access to education in rural areas is underway. The initiative is well-intentioned, with a robust focus on gender equality. Then during a community feedback session, a local leader raises a concern: “This project is great, but what about the fact that many families can’t afford to keep their children in school, boys or girls?”

Instead of engaging with this critique, the project team brushes it aside, labeling it as off-topic or even dismissing it as whataboutism—a tactic used to divert attention from the main issue. The focus remains strictly on gender, while the economic barriers that affect everyone in the community, including girls, are left unaddressed.

This situation is not just hypothetical; it’s a recurring issue in development cooperation, just like anywhere else. Though the notion seems to be most common online. When valid concerns are dismissed under the guise of staying on message or avoiding distractions, we lose valuable opportunities to improve our work. The tendency to dismiss critiques as whataboutism, particularly when they touch on politically sensitive topics, can stifle meaningful dialogue and hinder the effectiveness of initiatives.

So what about whataboutism in development cooperation?

Whataboutism can be a legitimate critique that exposes hypocrisy, or it can be a rhetorical tactic to deflect from the issue at hand. In development cooperation, where the stakes are high and the issues are complex, it’s essential to distinguish between these uses. More importantly, we need to ensure that our communication strategies are not shutting down valuable feedback by incorrectly labeling it as whataboutism.

Here’s how we can turn this challenge into an opportunity for better communication and more effective programs. The logic I drew from Muh Whataboutism, a youtube video on the channel

Five Ideas to Improve Communication and Embrace Constructive Criticism

1. Use Critiques to Break Down Silos and Encourage Cross-Sectoral Collaboration

Development issues rarely exist in isolation. By actively encouraging critiques that seem to come from outside the immediate focus area, we can break down the silos that often limit our effectiveness. Breaking-down of silos is often mooted but much less exercised.

Scenario: In the case of the education project mentioned earlier, instead of dismissing the economic concerns, the team could collaborate with organizations focused on economic development. This approach could lead to a more holistic program that addresses both the economic and gender barriers to education. Okay, it is not really strategy, but it is about main point here.

2. Engage with Criticisms Rather Than Dismissing Them

When faced with criticism, especially one that could be seen as whataboutism, it’s important to engage with it rather than dismiss it outright. Often, these critiques can highlight overlooked aspects of the problem that are critical to achieving success.

Scenario: A health initiative focusing on maternal care might be critiqued for not addressing the transportation issues that prevent women from reaching healthcare facilities. Rather than seeing this as a distraction, the team could explore partnerships with local transport services to improve access.

3. Encourage Reflexive Practices Among Teams

Encouraging development project teams to critically examine their own biases and assumptions is key. This reflexivity allows teams to see potential blind spots in their approach and to consider critiques that might initially seem irrelevant or politically sensitive.

Scenario: A climate change adaptation project might receive feedback that traditional knowledge is being sidelined. The team, rather than dismissing this as resistance to modern solutions, should reflect on how integrating traditional knowledge could actually enhance the project’s effectiveness.

4. Facilitate Safe Spaces for Open Dialogue

Political sensitivity and correctness or concerns about one's career prospects often lead to self-censorship or the dismissal of important critiques. Creating safe spaces for open dialogue ensures that these conversations can happen constructively, without fear of political repercussions or trouble with your employer.

Scenario: In a context where discussing governance issues is risky, an anti-corruption initiative might be critiqued for not addressing systemic issues. By establishing confidential feedback mechanisms, the initiative can engage with these critiques without exposing participants to potential backlash.

5. Integrate Diverse Perspectives Throughout the Project Lifecycle

Diversity in perspectives isn’t just about inclusion; it’s about effectiveness. By integrating diverse viewpoints (pro communications) from the outset and throughout the project lifecycle, we ensure that our programs are robust and responsive to the real needs of the communities served.

Scenario: During the planning phase of a water sanitation project, community members raise concerns about the impact on local agricultural practices. Instead of dismissing these concerns as irrelevant to sanitation, the project team could incorporate agricultural experts into the planning process to find solutions that benefit both sectors.

In development cooperation, dismissing critiques as whataboutism can lead to missed opportunities and, ultimately, less effective programs. By embracing these critiques—especially when they challenge our assumptions or bring up politically sensitive issues—we can enhance our communication strategies and ensure our initiatives are more inclusive, responsive, and impactful.

Instead of seeing whataboutism as a barrier, we should view it as an invitation to dig deeper, engage more fully, and improve the way we work. After all, the goal of development cooperation is not just to implement projects, but to create sustainable, meaningful change. And that starts with listening—really listening—to all voices, even the ones that make us uncomfortable.