Communication for Communication for Social ChangeSocial Change

Thomas Tufte, Prof.Thomas Tufte, Prof.Roskilde University, DenmarkRoskilde University, Denmark

ttufte@ruc.dkttufte@ruc.dk

Presentation given at Malmø University’s Presentation given at Malmø University’s ComDev MA, Modul 3, 19 February 2010ComDev MA, Modul 3, 19 February 2010

My backgroundMy background

Cultural sociology and media studiesCultural sociology and media studiesAudience studies (Latin America & Audience studies (Latin America &

Africa)Africa)MEDIeA (Media, Empowerment and MEDIeA (Media, Empowerment and

Democracy in East Africa Democracy in East Africa (http:mediea.ruc.dk)(http:mediea.ruc.dk)

Ørecomm – a research platform forØrecomm – a research platform for communication and glocal change communication and glocal change

(http://orecomm.net)(http://orecomm.net)

IntroductionIntroduction

CFSC – defining the fieldCFSC – defining the fieldCFSC – how to work strategicallyCFSC – how to work strategicallyDevelopment IssuesDevelopment IssuesKey PlayersKey PlayersExamplesExamplesConceptual strandsConceptual strandsTheoretical ChallengesTheoretical ChallengesDiscussionDiscussion

I have a Dream…I have a Dream…

Martin Luther KingMartin Luther King

Capitol Hill, 1963Capitol Hill, 1963

Communication for Social Communication for Social ChangeChangeDefinition Definition

CFSC is a process of public and private CFSC is a process of public and private dialogue through which people dialogue through which people

themselves define who they are, what themselves define who they are, what they need and how to get what they they need and how to get what they need in order to improve their own need in order to improve their own

lives. It utilizes dialogue that leads to lives. It utilizes dialogue that leads to collective problem identification, collective problem identification,

decision making and community-based decision making and community-based implementation of solutions to implementation of solutions to

development issuesdevelopment issues (Ref: www.communicationforsocialchange) (Ref: www.communicationforsocialchange)

Development Issues (1) Development Issues (1) where media and comm play a rolewhere media and comm play a role

Good Governance (transparency in Good Governance (transparency in decision-making and in internal and decision-making and in internal and external communication)external communication)

Health Issues (HIV/AIDS prevention, life Health Issues (HIV/AIDS prevention, life style changes, diabetes, nutrition)style changes, diabetes, nutrition)

Sustainable development and Climate Sustainable development and Climate Change (FAO Farmer’s Radio, 1 ton CC Change (FAO Farmer’s Radio, 1 ton CC campaign)campaign)

Popular Education (social movements Popular Education (social movements in Latin America, ie indegenous groups)in Latin America, ie indegenous groups)

Development Issues (2) Development Issues (2) where media and comm play a rolewhere media and comm play a role

Human Rights Violations (campaigns, Human Rights Violations (campaigns, ie Amnesty International)ie Amnesty International)

Conflict Resolution (theatre and sport Conflict Resolution (theatre and sport in Burundi)in Burundi)

Trade (EU Sugar Policy: Oxfam Trade (EU Sugar Policy: Oxfam Campaign)Campaign)

Cultural Heritage (reclaiming urban Cultural Heritage (reclaiming urban sites)sites)

Communication for Social Change: Communication for Social Change: what kinds of interventionswhat kinds of interventions

➢ Stimulating community Stimulating community dialoguesdialogues

➢ Creating an enabling Creating an enabling information and information and communication communication environment;environment;

➢ Catalysing social change Catalysing social change

➢ Promoting accountabilityPromoting accountability

• CFSC approaches (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

Key players…Key players…

GovernmentsGovernmentsUN/International governmental agenciesUN/International governmental agencies INGOs/NGOs/CBOsINGOs/NGOs/CBOsSocial Movements/TANsSocial Movements/TANs

North/SouthNorth/SouthLocal/National/International/Local/National/International/

TransnationalTransnational

Community Dialogue

Collective Action

Individual Change Social Change

SOCIETAL IMPACT

Voice

Decision

Reflection, Assessment, PM&E

Connection and Sharing

CatalystCatalyst

CFSC in practice; ADRA CFSC in practice; ADRA MalawiMalawi

Strategic project approach

Advocacy

Minimalized impact of HIV/ AIDSIncreased respect of human rights

Societal change

Individual change Social change

Radio/ TV drama and advocacy programmes

Reduced HIV incidens

Capacity buiding and empowerment

Dialogue sessions on individual and community

Community supportsystems

Community dialogue Collective action

From KAP to The Integrated From KAP to The Integrated ModelModel

M&E on Individual Behaviour Change: M&E on Individual Behaviour Change: KAP Studies/Steps to Behaviour KAP Studies/Steps to Behaviour ChangeChange

M&E on Social Change:M&E on Social Change:The Integrated Model on CFSCThe Integrated Model on CFSCMost Significant Change (MSC)Most Significant Change (MSC)

Types of Social Change Outcome

Indicators• Leadership

• Degree and Equity of Participation

• Information Equity

• Collective Self-Efficacy

• Sense of Ownership

• Social Cohesion

• Social Norms

Soul City’s experienceSoul City’s experience

Media monitoringMedia monitoringPartnership analysisPartnership analysisNational surveyNational surveySentinel site studiesSentinel site studiesCost efficiency analysisCost efficiency analysis

Three levels of analysis: individual, Three levels of analysis: individual, community, societycommunity, society

Comunication for development

1st Generation 2nd Generation 3rd Generation

Definition of the problem

Lack of information Lack of information and skills

Structural inequalityPower relationsSocial conflict

Notion of culture Culture as obstacle Culture as ally Culture as ’way of life’

Notion of catalyist External change agent External catalyst in partnership with the community

Internal community member

Notion of education Banking pedagogy Life skillsDidactics

Liberating pedagogy

Notion of audience SegmentsTarget groupsPassive

ParticipatoryTarget groupsActive

CitizensActive

What are you communicating

Messages Messages and situations

Social issues and problems

Notion of change Individual behaviourSocial Norms

Individual BehaviourSocial NormsStructural Conditions

Individual BehaviourSocial NormsPower relationsStructural Conditions

Expected outcome Changs of norms and individual behaviour

Numerical results

Changs of norms and individual behaviour

Public and Private Debate

Articulation of political and social processes

Structural ChangeCollective Action

Duration of activity Short Term Short and Middle term Mid- and Long term

Communication and Development: New Communication and Development: New

Theoretical PerspectivesTheoretical Perspectives Post–DevelopmentPost–Development

* Issues of voice, questioning the dominant discourse of * Issues of voice, questioning the dominant discourse of development (Escobar, Pieterse 2001/2009)development (Escobar, Pieterse 2001/2009)

Radical democracy Radical democracy Framework on democracy and citizenship (Chantal Mouffe – Framework on democracy and citizenship (Chantal Mouffe –

1993/2005)1993/2005)

Cultural StudiesCultural Studies Audience Reception Analysis and Sense–Making processes Audience Reception Analysis and Sense–Making processes Telenovelas, storytelling – understanding potential of soap operasTelenovelas, storytelling – understanding potential of soap operas

Dialogic Communication and liberating pedagogyDialogic Communication and liberating pedagogy (Paulo Freire (Paulo Freire 1967)1967)

Voice and public discourseVoice and public discourse Theory of public sphere (Haberrmas/Thompson/Silverstone/Rosa Maria Theory of public sphere (Haberrmas/Thompson/Silverstone/Rosa Maria

Alfaro)Alfaro) Discourse AnalysisDiscourse Analysis

Contemporary Themes in theContemporary Themes in theComDev Debate ComDev Debate

Development paradigms – increased focus Development paradigms – increased focus on citizens, participation, agencyon citizens, participation, agency

Role of popular culture, narrative and Role of popular culture, narrative and identity formationidentity formation

Power issues and (mediated)public spherePower issues and (mediated)public sphere Social movements, TANsSocial movements, TANs New mediaNew media

Connecting back to Civil Rights Movement in Connecting back to Civil Rights Movement in USA..USA..

Indicators of Social ChangeIndicators of Social Change

LeadershipLeadershipSocial MobilisationSocial MobilisationParticipationParticipationRhetoricsRhetorics……

See: Who Measures Change? (Parks See: Who Measures Change? (Parks et al, 2005)et al, 2005)