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Edutainment - between social marketing and empowerment

Edutainment - between social marketing and empowerment. Thomas Tufte , Professor RUC, CBIT, ttufte@ruc.dk Presentation given at FSV, University of Copenhagen, 24 February 2010. Exercise. Change models…. Diffusion model.

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Edutainment - between social marketing and empowerment

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  1. Edutainment- between social marketing and empowerment Thomas Tufte, Professor RUC, CBIT, ttufte@ruc.dk Presentation given at FSV, University of Copenhagen, 24 February 2010

  2. Exercise • Change models….

  3. Diffusion model 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 model 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. Edutainment • Tellingstoriesstrategically….

  6. Making the Private Public • Compared with the reality which comes from being seen and heard, even the greatest forces of intimate life – the passions of the heart, the thoughts of the mind, the delights of the senses – lead to an uncertain, shadowy kind of existence unless and until they are transformed, deprivatized and deindividualized, as it were, into a shape to fit them for public appearance. The most current of such transformations occurs in storytelling… (Hannah Arendt, The Human Condition, 1958: 50)

  7. CopingStrategy • Storytelling is a copingstrategythatinvolvesmakingwords stand for the world, and then, by manipulatingthem, changingone’sexperience of the world. By constructing, relating and sharingstories, peoplecontrive to restoreviability to the relationshipwithothers, redressing a bias towardautonomywhen it has been lost, and affirmingcollective ideals in the face of disparate experiences. It is not that speech is a replacement for action: ratherthat it is a supplement, to beexploitedwhen action is impossibleorconfounded (Michael Jackson, 2002: 18)

  8. Example: Soul City

  9. Individual Change Knowledge Skills Attitudes Practices Social Change Leadership Degree and Equity of Participation Information Equity Collective Self-Efficacy Sense of Ownership Social Cohesion Social Norms Hvilken forandringsprocess ønsker du at skabe/påvirke?

  10. Hvor evaluerer du en kommunikations-intervention? • Forskellige interventionsniveauer: • Individ niveau • Lokalsamfundsniveau • Samfundsniveau • Skelne mellem processer og ’outcomes’ (håndfaste resultater)

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