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Communication for Social Change

Communication for Social Change. Thomas Tufte , Prof. Roskilde University , Denmark ttufte@ruc.dk Presentation given at Malmø University’s ComDev MA, Modul 3, 19 February 2010. My background. Cultural sociology and media studies Audience studies (Latin America & Africa )

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Communication for Social Change

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  1. Communication for Social Change Thomas Tufte, Prof. Roskilde University, Denmark ttufte@ruc.dk Presentation given at Malmø University’sComDev MA, Modul 3, 19 February 2010

  2. My background • Culturalsociology and media studies • Audience studies (Latin America & Africa) • MEDIeA (Media, Empowerment and Democracy in East Africa (http:mediea.ruc.dk) • Ørecomm – a research platform for • communication and glocalchange (http://orecomm.net)

  3. Introduction • CFSC – defining the field • CFSC – how to workstrategically • DevelopmentIssues • KeyPlayers • Examples • Conceptual strands • TheoreticalChallenges • Discussion

  4. I have a Dream… Martin Luther King Capitol Hill, 1963

  5. Communication for Social ChangeDefinition CFSC is a process of public and private dialogue through which people themselves define who they are, what they need and how to get what they need in order to improve their own lives. It utilizes dialogue that leads to collective problem identification, decision making and community-based implementation of solutions to development issues (Ref: www.communicationforsocialchange)

  6. Development Issues (1) where media and comm play a role • GoodGovernance (transparency in decision-making and in internal and externalcommunication) • Health Issues (HIV/AIDS prevention, lifestylechanges, diabetes, nutrition) • Sustainabledevelopment and ClimateChange (FAO Farmer’s Radio, 1 ton CC campaign) • PopularEducation (social movements in Latin America, ieindegenousgroups)

  7. Development Issues (2) where media and comm play a role • Human Rights Violations (campaigns, ie Amnesty International) • Conflict Resolution (theatre and sport in Burundi) • Trade (EU Sugar Policy: Oxfam Campaign) • Cultural Heritage (reclaiming urban sites)

  8. Communication for Social Change: what kinds of interventions • Stimulating community dialogues • Creating an enabling information and communication environment; • Catalysing social change • Promoting accountability • CFSCapproaches (Malawi) • FEMINA: Plural media capable of airing discordant voices, and spaces for public dialogue (Talk shows, FEMINA, SiMChezo, Pilika Pilika) • Soul City • Access to and sharing information and participatory budgeting

  9. Key players… • Governments • UN/International governmentalagencies • INGOs/NGOs/CBOs • Social Movements/TANs • North/South • Local/National/International/Transnational

  10. Catalyst Voice Community Dialogue Decision Collective Action Reflection, Assessment, PM&E Social Change Individual Change Connection and Sharing SOCIETAL IMPACT

  11. CFSC in practice; ADRA Malawi Strategic project approach

  12. From KAP to The Integrated Model • M&E on Individual Behaviour Change: KAP Studies/Steps to Behaviour Change • M&E on Social Change: • The Integrated Model on CFSC • Most Significant Change (MSC)

  13. Types of Social Change Outcome Indicators • Leadership • Degree and Equity of Participation • Information Equity • Collective Self-Efficacy • Sense of Ownership • Social Cohesion • Social Norms

  14. Soul City’s experience • Media monitoring • Partnership analysis • National survey • Sentinel site studies • Cost efficiency analysis • Three levels of analysis: individual, community, society

  15. Communication and Development: New Theoretical Perspectives Post–Development * Issues of voice, questioning the dominant discourse of development (Escobar, Pieterse 2001/2009) Radical democracy • Framework on democracy and citizenship (Chantal Mouffe – 1993/2005) Cultural Studies • Audience Reception Analysis and Sense–Making processes • Telenovelas, storytelling – understanding potential of soap operas Dialogic Communication and liberating pedagogy (Paulo Freire 1967) Voice and public discourse • Theory of public sphere (Haberrmas/Thompson/Silverstone/Rosa Maria Alfaro) • Discourse Analysis

  16. Contemporary Themes in theComDev Debate • Development paradigms – increased focus on citizens, participation, agency • Role of popular culture, narrative and identity formation • Power issues and (mediated)public sphere • Social movements, TANs • New media Connecting back to Civil Rights Movement in USA..

  17. Indicatorsof Social Change • Leadership • Social Mobilisation • Participation • Rhetorics • … • See: Who Measures Change? (Parks et al, 2005)

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