Communication for Social Change Thomas Tufte, Prof. Roskilde University, Denmark Presentation given at Malmø University’s ComDev MA, Modul 3, 19 February 2010

My background Cultural sociology and media studies Cultural sociology and media studies Audience studies (Latin America & Africa) Audience studies (Latin America & Africa) MEDIeA (Media, Empowerment and Democracy in East Africa ( MEDIeA (Media, Empowerment and Democracy in East Africa ( Ørecomm – a research platform for Ørecomm – a research platform for communication and glocal change ( communication and glocal change (

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

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

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:

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

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

Communication for Social Change: what kinds of interventions ➢ Stimulating community dialogues ➢ Creating an enabling information and communication environment; ➢ Catalysing social change ➢ Promoting 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… Governments Governments UN/International governmental agencies UN/International governmental agencies INGOs/NGOs/CBOs INGOs/NGOs/CBOs Social Movements/TANs Social Movements/TANs North/South North/South Local/National/International/Transnational Local/National/International/Transnational

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

CFSC in practice; ADRA Malawi Strategic project approach

From KAP to The Integrated Model M&E on Individual Behaviour Change: KAP Studies/Steps to Behaviour Change M&E on Individual Behaviour Change: KAP Studies/Steps to Behaviour Change M&E on Social Change: M&E on Social Change: The Integrated Model on CFSC The Integrated Model on CFSC Most 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 experience Media monitoring Media monitoring Partnership analysis Partnership analysis National survey National survey Sentinel site studies Sentinel site studies Cost efficiency analysis Cost efficiency analysis Three levels of analysis: individual, community, society Three levels of analysis: individual, community, society

Comunication for development 1st Generation2nd Generation3rd Generation Definition of the problem Lack of informationLack of information and skills Structural inequality Power relations Social conflict Notion of cultureCulture as obstacleCulture as allyCulture as ’way of life’ Notion of catalyistExternal change agentExternal catalyst in partnership with the community Internal community member Notion of educationBanking pedagogyLife skills Didactics Liberating pedagogy Notion of audienceSegments Target groups Passive Participatory Target groups Active Citizens Active What are you communicating MessagesMessages and situations Social issues and problems Notion of changeIndividual behaviour Social Norms Individual Behaviour Social Norms Structural Conditions Individual Behaviour Social Norms Power relations Structural Conditions Expected outcomeChangs 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 activityShort TermShort and Middle termMid- and Long term

Communication and Development: New Theoretical Perspectives Post–Development * Issues of voice, questioning the dominant discourse of development (Escobar, Pieterse 2001/2009) Radical democracy Framework on democracy and citizenship (Chantal Mouffe – 1993/2005) Framework on democracy and citizenship (Chantal Mouffe – 1993/2005) Cultural Studies Audience Reception Analysis and Sense–Making processes Audience Reception Analysis and Sense–Making processes Telenovelas, storytelling – understanding potential of soap operas Telenovelas, storytelling – understanding potential of soap operas Dialogic Communication and liberating pedagogy (Paulo Freire 1967) Voice and public discourse Theory of public sphere (Haberrmas/Thompson/Silverstone/Rosa Maria Alfaro) Theory of public sphere (Haberrmas/Thompson/Silverstone/Rosa Maria Alfaro) Discourse Analysis Discourse Analysis

Contemporary Themes in the ComDev Debate Development paradigms – increased focus on citizens, participation, agency Development paradigms – increased focus on citizens, participation, agency Role of popular culture, narrative and identity formation Role of popular culture, narrative and identity formation Power issues and (mediated)public sphere Power issues and (mediated)public sphere Social movements, TANs Social movements, TANs New media New media Connecting back to Civil Rights Movement in USA..

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