Communication for Communication for Social Change Social Change Thomas Tufte, Prof. Thomas Tufte, Prof. Roskilde University, Denmark Roskilde University, Denmark [email protected][email protected]Presentation given at Malmø University’s Presentation given at Malmø University’s ComDev MA, Modul 3, 19 February 2010 ComDev MA, Modul 3, 19 February 2010
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Communication for Social Change Thomas Tufte, Prof. Roskilde University, Denmark [email protected] Presentation given at Malmø University’s ComDev MA, Modul.
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Communication for Communication for Social ChangeSocial Change
Thomas Tufte, Prof.Thomas Tufte, Prof.Roskilde University, DenmarkRoskilde University, Denmark
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)
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
* 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