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Shifting Perspectives in Communication for Social Change

This presentation explores 3 paradigms in Communication for Development (ComDev) - Diffusion, Participatory, and Politicaleconomy. It delves into how each paradigm views and addresses information transfer, grassroots participation, and societal change. The discussion includes the emergence of new social movements, changing political economy trends in development, evolving roles of civil society, and the role of media and new technologies. The talk concludes by highlighting the need for a 'citizen perspective' and the potential game-changing factors impacting the field.

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Shifting Perspectives in Communication for Social Change

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  1. Research Paradigms in Communication for Development and Social Change- 3 perspectives By Thomas Tufte, Roskilde University Presentation given at Nordic-KenyanPhD Seminar 3-9 May 2014, Eldoret, Kenya

  2. In 25 mins… Introduction EstablishedParadigms 3 Ways of ApproachingComDev Insisting on a ‘Citizen Perspective’ Game-Changing Factors

  3. Diffusion Paradigm Definition of communication: information transfer - vertical Definition of development communication: information dissemination via mass media • Problem: lack of information • Solution: information transfer: Knowledge  Attitudes  Practice • Goal: outcome oriented: behavior change Frameworks:Types of interventions Modernization Social marketing Diffusion of innovations Entertainment-education

  4. Participatory Paradigm Definition of communication: information exchange/dialogue - horizontal Definition of development communication: grassroots participation via group interaction • Problem: structural inequalities/local knowledge ignored • Solution: information exchange/ participation • Goal: process-oriented: empowerment, equity, community Frameworks:Types of interventions Social change/praxis (Freire) Empowerment education Social mobilization/activism Participatory Action Research Rapid Participatory Appraisal Community Involm. in Health

  5. 3 perspectives upon ComDev • Politicaleconomy of the field: Sixschools of thought • Three generations of ComDev • The ‘Convergence Model’

  6. Six Schools of Thought • Latin American School; • Bretton Woods School; • Los Baños School; • African School; • Indian School; • Post-FreireSchool: and Participatory Development • Communication (Manyozo 2004, 2006, 2012)

  7. Common Traits • they all emerge from the institutionalized practice of communication: logic of thinking of an organization/system in which broader and deeper questions of development and social change often are left aside • they all tend to contain an implicit imperative of predefined goals. • to reach these predefined goals, the have a common concern for strategic communication which entails a systematic approach to the whole communication process. • Finally and most importantly, they all have a normative framing of development, committed to common concern of social justice, equity and human rights.

  8. Insisting on a ‘citizenperspective’

  9. 4 game-changing factors

  10. 1. The Growth and Expansion of Civil Society • A (global) process over 25 years • An evolution of the roles of civil society, with a growing emphasis on accountability issues. • The roles have evolved from • the classic role of complementing government (mid/late 80ies) • a strong emphasis on civil society development associated with democracy and governance issues (early 1990ies) • emphasis on good governance, legitimacy and establishing self-regulating mechanisms (late 1990ies) • the return of supremacy of the state (since early 2000s) and • a human rights-based approaches that focuses on balancing multiple responsibilities to different stakeholders, using a variety of approaches

  11. 2. The Emergence of a New Generation of Social Movements Classical Social Movements of the Industrial Age New Social Movements (last 60ies/early 70ies and onwards) A new generation of social movements across the globe – questioning the dominant neo-liberal development paradigm.

  12. 3. Changing Political Economy of the Development ‘Industry’ and New Development Paradigms Emerging • New agents of change – new stakeholders, from private sectors’ CSR initiatives, the Chinese and other governments…and the general privatization of development cooperation in the form of a growing influence of private foundations as Bill and Melinda Gates, Clinton, Soros, and many others. • Changing development paradigms – BuenVivir, Gross National Happiness, Confucianism, triple or quadruple bottom lines, etc…Post-colonial discourses od development.

  13. 4. Media Development and the Diffusion of New Information and Communication Technologies A lot going on – new relations emerging between decision makers and citizens, media and activists and between online and offline spaces of participation.

  14. Conclusion New contexts New stakeholders New socio-cultural and political-economic dynamics New Subjectivities New Paradigm(s)?

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