Communication for Social Change Thomas Tufte Prof Roskilde

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Communication for Social Change Thomas Tufte, Prof. Roskilde University, Denmark ttufte@ruc. dk Presentation given

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

My background l Cultural sociology and media studies l Audience studies (Latin America &

My background l Cultural sociology and media studies l Audience studies (Latin America & Africa) l MEDIe. A (Media, Empowerment and Democracy in East Africa (http: mediea. ruc. dk) l Ørecomm – a research platform for l communication and glocal change (http: //orecomm. net)

Introduction l CFSC – defining the field l CFSC – how to work strategically

Introduction l CFSC – defining the field l CFSC – how to work strategically l Development Issues l Key Players l Examples l Conceptual strands l Theoretical Challenges l Discussion

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

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

Communication for Social Change Definition CFSC is a process of public and private dialogue

Communication for Social Change Definition 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)

Development Issues (1) where media and comm play a role l Good Governance (transparency

Development Issues (1) where media and comm play a role l Good Governance (transparency in decision-making and in internal and external communication) l Health Issues (HIV/AIDS prevention, life style changes, diabetes, nutrition) l Sustainable development and Climate Change (FAO Farmer’s Radio, 1 ton CC campaign) l Popular Education (social movements in Latin America, ie indegenous groups)

Development Issues (2) where media and comm play a role l Human Rights Violations

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

Communication for Social Change: what kinds of interventions ➢ ➢ Stimulating community dialogues Creating

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

Key players… l Governments l UN/International governmental agencies l INGOs/CBOs l Social Movements/TANs l

Key players… l Governments l UN/International governmental agencies l INGOs/CBOs l Social Movements/TANs l North/South l Local/National/International/Transnational

Catalyst Voice Community Dialogue Decision Collective Action Reflection, Assessment, PM&E Individual Change Social Change

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

CFSC in practice; ADRA Malawi Strategic project approach

CFSC in practice; ADRA Malawi Strategic project approach

From KAP to The Integrated Model l M&E on Individual Behaviour Change: KAP Studies/Steps

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

Types of Social Change Outcome Indicators • Leadership • Degree and Equity of Participation

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 experience l Media monitoring l Partnership analysis l National survey l Sentinel

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

Comunication for development 1 st Generation 2 nd Generation 3 rd Generation Definition of

Comunication for development 1 st Generation 2 nd Generation 3 rd Generation Definition of the problem Lack of information and skills Structural inequality Power relations Social 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 skills Didactics Liberating pedagogy Notion of audience Segments Target groups Passive Participatory Target groups Active Citizens Active What are you communicating Messages and situations Social issues and problems Notion of change Individual behaviour Social Norms Individual Behaviour Social Norms Structural Conditions Individual Behaviour Social Norms Power relations Structural 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 Change Collective Action Duration of activity Short Term Short and Middle term Mid- and Long term

Communication and Development: New Theoretical Perspectives Post–Development * Issues of voice, questioning the dominant

Communication and Development: New Theoretical Perspectives Post–Development * Issues of voice, questioning the dominant discourse of development (Escobar, Pieterse 2001/2009) Radical democracy l Framework on democracy and citizenship (Chantal Mouffe – 1993/2005) Cultural Studies l l 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 l l Theory of public sphere (Haberrmas/Thompson/Silverstone/Rosa Maria Alfaro) Discourse Analysis

Contemporary Themes in the Com. Dev Debate l l l Development paradigms – increased

Contemporary Themes in the Com. Dev Debate l l l 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. .

Indicators of Social Change l Leadership l Social Mobilisation l Participation l Rhetorics l…

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