Questioning Communication Strategies for Advocacy

through Evaluation Research

Questioning Communication Strategies for Advocacy

through Evaluation Research

International School on Digital TransformationJuly 2010

Karin Gwinn WilkinsUniversity of Texas, Austin

International School on Digital TransformationJuly 2010

Karin Gwinn WilkinsUniversity of Texas, Austin

Subtitles:Subtitles:How does digital transformation resonate with development communication and social

change?How does evaluation research contribute to the process of

advocacy?

How does digital transformation resonate with development communication and social

change?How does evaluation research contribute to the process of

advocacy?

Mapping the Field of Development

Communication & Social Change

Mapping the Field of Development

Communication & Social Change

Development CommunicationDevelopment Communication• What does this mean?

• Communications? • Fix or be on tv?

• Development? • Individual? Children? GNP?

• Combining terms• Development of Communication in

Cowbirds?

• What does this mean?• Communications?

• Fix or be on tv?• Development?

• Individual? Children? GNP?• Combining terms

• Development of Communication in Cowbirds?

CommunicationCommunication

• For Development• Strategic intervention

• About Development• Critical Analysis

• For Development• Strategic intervention

• About Development• Critical Analysis

Communicating FOR DevelopmentCommunicating FOR Development• How can media influence

individuals and groups in gaining knowledge? Skills? Changing attitudes? Behaviors?• Radio• Tv• Film• DIGITAL MEDIA

• How can media influence individuals and groups in gaining knowledge? Skills? Changing attitudes? Behaviors?• Radio• Tv• Film• DIGITAL MEDIA

Strategic InterventionStrategic Intervention• Social Marketing

• How can media change individual behavior?

• Entertainment Education• How can popular culture change attitudes

and actions?• Media Advocacy

• How can collective acts attract sympathetic news attention, which will mobilize participants and lead to policy change?

• MA thesis: how social context contributes to health behavior

• Social Marketing• How can media change individual

behavior?• Entertainment Education

• How can popular culture change attitudes and actions?

• Media Advocacy• How can collective acts attract

sympathetic news attention, which will mobilize participants and lead to policy change?

• MA thesis: how social context contributes to health behavior

Communication ABOUT DevelopmentCommunication ABOUT Development

• Critical approach to discourse• And how do these interpretations

vary with structural conditions of the development agency?

• PhD dissertation: how do development communication projects in women’s health communicate assumptions about the project beneficiary? The social change process?

• Critical approach to discourse• And how do these interpretations

vary with structural conditions of the development agency?

• PhD dissertation: how do development communication projects in women’s health communicate assumptions about the project beneficiary? The social change process?

Illustration of Gender Visibilities in Development

Illustration of Gender Visibilities in Development

The Value of WomenThe Value of Women• What are women good for?• Development Discourse

• Focus• Breed & Feed• Buy & Cry

• Neglect• Create• Console• Connect

• What are women good for?• Development Discourse

• Focus• Breed & Feed• Buy & Cry

• Neglect• Create• Console• Connect

Breed & FeedBreed & Feed

• Focus on population,nutrition, children’s health

• Roles articulated through women’s bodies• Nurture family, nation

• Focus on population,nutrition, children’s health

• Roles articulated through women’s bodies• Nurture family, nation

BuyBuy

• Commodification of women• Women as targets of social marketing

• Individual consumption as preferred strategy for social change

• Commodification of women• Women as targets of social marketing

• Individual consumption as preferred strategy for social change

CryCry

• Mediated images of women as victims

• Women as justification for military intervention• Connection of development

construction with military destruction

• Mediated images of women as victims

• Women as justification for military intervention• Connection of development

construction with military destruction

Critique to ActionCritique to Action

• Avoiding development and transformation altogether is not the answer

• Use critique to make constructive suggestions

• The issue here is that HOW we address these problems matters

• Need to consider reformulating our “geometry” of development

• Avoiding development and transformation altogether is not the answer

• Use critique to make constructive suggestions

• The issue here is that HOW we address these problems matters

• Need to consider reformulating our “geometry” of development

Geometry of DevelopmentGeometry of Development

• Dominant approach• Nation-states• First, second, third worlds

• Emerging approach• Transnational concerns and

organizations• Social, financial… capital

• Access to resources matters• Not just where you are

• Dominant approach• Nation-states• First, second, third worlds

• Emerging approach• Transnational concerns and

organizations• Social, financial… capital

• Access to resources matters• Not just where you are

Palestinian CensusPalestinian Census• Enumeration as Communication

• Serves instrumental development function

• Asserts national identity• Similarity to Development Mapping

Projects• Numbers as Political Constructions

• Control resource allocation• Recognize and resist marginalization

• Enumeration as Communication• Serves instrumental development

function• Asserts national identity

• Similarity to Development Mapping Projects

• Numbers as Political Constructions• Control resource allocation• Recognize and resist marginalization

Significance of Shift From Development to Social ChangeSignificance of Shift From Development to Social Change

• PREVIOUS FOCUS• Development

Industry • Top Down• Media Effects• Communication

FOR development

• PREVIOUS FOCUS• Development

Industry • Top Down• Media Effects• Communication

FOR development

• NOW INCLUDES• Social

Movements• Participatory,

Activist• Texts, Structure

of Production; Power

• Communication ABOUT development

• NOW INCLUDES• Social

Movements• Participatory,

Activist• Texts, Structure

of Production; Power

• Communication ABOUT development

Cooptation as a part of Change

(the cynical perspective)

Cooptation as a part of Change

(the cynical perspective)

CooptationCooptation

• Sustainable Development• Change

• long-term not short-term goals• trans-national contexts

• Cooptation• work with corporations as partners

• Sustainable Development• Change

• long-term not short-term goals• trans-national contexts

• Cooptation• work with corporations as partners

CooptationCooptation

• Participation • Change

• local initiatives• horizontal power structure

• Cooptation• Power structures still present

• within communities • across donors/ recipients

• Outcomes/ effectiveness vs. process/ ethics

• Participation • Change

• local initiatives• horizontal power structure

• Cooptation• Power structures still present

• within communities • across donors/ recipients

• Outcomes/ effectiveness vs. process/ ethics

CooptationCooptation

• Digital Media• Change

• Potential for more decentralized patterns of communication

• Potential for more producers of knowledge and content

• Cooptation in Mainstream Development Practice

• (not community networks and centers)• In practice, most projects about using ICTs

in development to view existing content rather than create content

• If about producing content, more likely to be about “participation” in a global marketplace

• Digital Media• Change

• Potential for more decentralized patterns of communication

• Potential for more producers of knowledge and content

• Cooptation in Mainstream Development Practice

• (not community networks and centers)• In practice, most projects about using ICTs

in development to view existing content rather than create content

• If about producing content, more likely to be about “participation” in a global marketplace

Social ChangeSocial Change

• Change• Strategic intervention

• Social• Benefit public good• Within human collective

• Change• Strategic intervention

• Social• Benefit public good• Within human collective

Limitations of Social Change ModelLimitations of Social Change Model

• Political• Media Development• Governance, freedom of speech

• Economic• Inequity, poverty• Material conditions

• Cultural• Cultural production• Identity

• Political• Media Development• Governance, freedom of speech

• Economic• Inequity, poverty• Material conditions

• Cultural• Cultural production• Identity

• Non-human communication/ Communication with non-humans• Artificial intelligence

• Contexts (Geometries of Development)

• Non-human communication/ Communication with non-humans• Artificial intelligence

• Contexts (Geometries of Development)

Reframe Social Change as Social JusticeReframe Social Change as Social Justice

• Not all change is good

• Communication • not as linear

• but as a context and as a process• access to resources• control over production of

communication about self and society

• Not all change is good

• Communication • not as linear

• but as a context and as a process• access to resources• control over production of

communication about self and society

Advocacy CommunicationAdvocacy CommunicationProposed DirectionProposed Direction

Advocacy Communication FOR Social JusticeAdvocacy Communication FOR Social Justice• Seek long-term change at social

and structural levels• Target normative and policy

change • Consider structure of

production• Funding

• composition• Control

• over content creation• over distribution

• Seek long-term change at social and structural levels• Target normative and policy

change • Consider structure of

production• Funding

• composition• Control

• over content creation• over distribution

Advocacy Communication Advocacy Communication • Approach media industry as integrated

• News and popular not separate but part of comprehensive strategy• Digital Media

• Could be used in social marketing or entertainment-education• But prefer community model FOR….

Mobilization

Control of content and distribution

Normative and policy change

• Approach media industry as integrated• News and popular not separate but part of comprehensive strategy• Digital Media

• Could be used in social marketing or entertainment-education• But prefer community model FOR….

Mobilization

Control of content and distribution

Normative and policy change

Advocacy Communication ABOUT Social JusticeAdvocacy Communication ABOUT Social Justice• Self-reflexive

• Understand nature of rhetoric in relation to dominant discourse

• Learn through critical research and adapt

• Awareness of political-economic context

• Dialogic• Engage in research with multiple

actors including community• Based in structural independence

• Self-reflexive• Understand nature of rhetoric in

relation to dominant discourse• Learn through critical research and

adapt• Awareness of political-economic

context• Dialogic

• Engage in research with multiple actors including community

• Based in structural independence

Critical ResearchCritical Research• Scope of Focus

• PROBLEM not project• Not just one project but sets of

interventions• Duration of Time

• Not just immediate effects but long-term trends

• Comprehension of Context• Cultural, political, economic contexts• Historical conditions

• Scope of Focus• PROBLEM not project• Not just one project but sets of

interventions• Duration of Time

• Not just immediate effects but long-term trends

• Comprehension of Context• Cultural, political, economic contexts• Historical conditions

Evaluation ResearchEvaluation Research

• Social Intervention • action taken within a social

context to produce an intended result

• Evaluation Research• to evaluate a specific program or

intervention

• Social Intervention • action taken within a social

context to produce an intended result

• Evaluation Research• to evaluate a specific program or

intervention

Types of Evaluation ResearchTypes of Evaluation Research• Needs Assessment and

Planning• Process Evaluation• Outcome Evaluation

• Planned at the beginning of the project in the proposal stage

• Needs Assessment and Planning

• Process Evaluation• Outcome Evaluation

• Planned at the beginning of the project in the proposal stage

Assessment and PlanningAssessment and Planning• Participatory Action Research

• Learn about issue, community resources and dynamics

• Use existing research to learn about problem and community• aggregated statistics that show the

social condition of community• Examples

• Crime rates• Mortality rates• Literacy rates• Voter participation

• Participatory Action Research• Learn about issue, community

resources and dynamics• Use existing research to learn

about problem and community• aggregated statistics that show the

social condition of community• Examples

• Crime rates• Mortality rates• Literacy rates• Voter participation

Process EvaluationProcess Evaluation

• Monitor implementation of project• Document what is happening • Document how things are

working• Dialogue with stakeholders at

regular intervals

• Monitor implementation of project• Document what is happening • Document how things are

working• Dialogue with stakeholders at

regular intervals

Outcome EvaluationOutcome Evaluation

• Determine objects through dialogue

• Decide on how to define success

• Gather information to determine difference• Change over time• Change across groups

• Determine objects through dialogue

• Decide on how to define success

• Gather information to determine difference• Change over time• Change across groups

Critical EvaluationCritical Evaluation• Constraints: Need to demonstrate success

• Economic• Political

• Potential: Structural Independence of Researchers• Research Universities and Centers

• Funding of staff? • Researchers

• Investment in projects? • In theories? • Methodological approaches?

• Constraints: Need to demonstrate success• Economic• Political

• Potential: Structural Independence of Researchers• Research Universities and Centers

• Funding of staff? • Researchers

• Investment in projects? • In theories? • Methodological approaches?

Evaluating transformative processesEvaluating transformative processes

• Developing Advocacy Communication:• How could digital communication

be used to address these social problems?

• What are the objectives? • How could we know if we reached

those objectives?

• Developing Advocacy Communication:• How could digital communication

be used to address these social problems?

• What are the objectives? • How could we know if we reached

those objectives?

The Communication InitiativeThe Communication Initiative• http://www.comminit

.com/en/section2/36/36%2C61• Describe potential objectives

of this website• How would you know if these

were met?

• http://www.comminit.com/en/section2/36/36%2C61

• Describe potential objectives of this website

• How would you know if these were met?

Voice of America CD-RomVoice of America CD-Rom

http://www.m-mc.org/mmc_search.php?sp=&ref_crmb=&ref_id=&step=results&view=detail&detail_id=CD_USA_108&adv=mat

•Describe potential objectives of this website•How would you know if these were met?

Reflexive ResearchReflexive Research

•Communicating Advocacy Communication •How do these projects construct participants? •The problem?•The solution?

Johns Hopkins Center for Communication ProgramsJohns Hopkins Center for Communication Programs• HEART Campaign• Zambia, Youth, AIDS• http://db.jhuccp.org/mmc/

media/VT%20ZAM%2039%20Maximum.mov

• http://db.jhuccp.org/mmc/media/VT%20ZAM%2039%20Virgin%20Power%20-%20purple.mov

• HEART Campaign• Zambia, Youth, AIDS• http://db.jhuccp.org/mmc/

media/VT%20ZAM%2039%20Maximum.mov

• http://db.jhuccp.org/mmc/media/VT%20ZAM%2039%20Virgin%20Power%20-%20purple.mov

Group DiscussionGroup Discussion• Evaluating Project Objectives

• What are the objectives?• How could success be defined?• Is this research feasible?

• Evaluating Project Discourse• What does the project say about the

participants, problem, & solution?• Are there other ways to address the problem?

• Strategies that attempt to change knowledge, skills, behavior, norms, mobilization for action, media responses, policies

• Evaluating Project Objectives• What are the objectives?• How could success be defined?• Is this research feasible?

• Evaluating Project Discourse• What does the project say about the

participants, problem, & solution?• Are there other ways to address the problem?

• Strategies that attempt to change knowledge, skills, behavior, norms, mobilization for action, media responses, policies

Group DiscussionGroup Discussion

• What are the objectives of the projects we have heard about this week?

• What would we consider to be “success”?

• How would we know?

• What are the objectives of the projects we have heard about this week?

• What would we consider to be “success”?

• How would we know?

Why do evaluation?Why do evaluation?• ACCOUNTABILITY:

• not just about documentation for donors, but more importantly learning for SOCIAL JUSTICE

• We care about the problem and the community• SUSTAINABILITY

• facilitated by institutional memory• REPLICATION

• requires sharing of information

• EVALUATION MATTERS!

• ACCOUNTABILITY: • not just about documentation for donors, but

more importantly learning for SOCIAL JUSTICE• We care about the problem and the community

• SUSTAINABILITY• facilitated by institutional memory

• REPLICATION• requires sharing of information

• EVALUATION MATTERS!