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Communication for Social Change

Communication for Social Change. Thomas Tufte, Prof. Roskilde University Presentation given at: Malmø ComDev Course, September 19 2008. Introduction. CFSC – defining the field CFSC – how to work strategically? Development Issues Strategy Example: Edutainment Theoretical Challenges

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Communication for Social Change

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  1. Communication for Social Change Thomas Tufte, Prof. Roskilde University Presentation given at: Malmø ComDev Course, September 19 2008

  2. Introduction • CFSC – defining the field • CFSC – how to work strategically? • Development Issues • Strategy Example: Edutainment • Theoretical Challenges • Discussion

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

  4. 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)

  5. Development Issues (1) where media and comm play a role • Good Governance (transparency in decision-making and in internal and external communication) • Health Issues (HIV/AIDS prevention, life style changes, diabetes, nutrition) • Sustainable develpment and Climate Change • Popular Education (social movements in Latin America, ie indegenous groups)

  6. 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)

  7. Edutainment- a definition • Entertainment-Education is the use of entertainment as a communicative practice crafted to strategically communicate about development issues in a manner and with a purpose that can range from the more narrowly defined social marketing of individual behaviours to the liberating and citizen-driven articulation of social change agendas (Tufte 2005)

  8. Edutainment and Social Change • EE and Social Change: Singhal and Rogers (1999) • Critiques of EE • A critique of the narrow focus on individual behaviour change communication – Waisbord (2001) • Diffusion and participation: a false dichotomy – Morris (2003)

  9. Communication and Development: New Theoretical Perspectives Post–Development * Issues of voice, questioning the dominant discourse of development 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 (Habermas/Thompson/Rosa Maria Alfaro) • Discourse Analysis • Entertainment Education:

  10. Outlining Theoretical Challenges to Edutainment (I) • Culture as the Circulation of Meaning • Revisiting the notion of audience – EE needs to reconceptualize their notion of audience • Connecting text with context – A discourse analysis • Participation and Empowerment • Challenging the Status Quo • Community Voice and Dialogue • Questioning the consensus thinking around community • Connecting communities to other levels of participation • Challenging participatory approaches (Dutta, 2007) • Mediated Public Sphere (National level focus?)

  11. Outlining Theoretical Challenges to Edutainment (II) • Organization and Systems Perspectives • Organizing for Social Change • Papa and Singhal (2006) • Complexity theory • Lacayo, Obregon and Singhal (2008) • Singhal (2007) • Governance and Social Change • From Service Provision to Advocacy

  12. 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..

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

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