Communication for Social Change Thomas Tufte, Prof. Roskilde University Presentation given at: Malmø ComDev Course, September

Introduction CFSC – defining the field CFSC – defining the field CFSC – how to work strategically? CFSC – how to work strategically? Development Issues Development Issues Strategy Example: Edutainment Strategy Example: Edutainment 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 develpment and Climate Change Sustainable develpment and Climate Change 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)

Edutainment - a definition Entertainment-Education is the use of entertainment as a communicative practice crafted to strategically communicate about development issues in a manner and with a purpose that can range from the more narrowly defined social marketing of individual behaviours to the liberating and citizen-driven articulation of social change agendas (Tufte 2005) Entertainment-Education is the use of entertainment as a communicative practice crafted to strategically communicate about development issues in a manner and with a purpose that can range from the more narrowly defined social marketing of individual behaviours to the liberating and citizen-driven articulation of social change agendas (Tufte 2005)

Edutainment and Social Change EE and Social Change: Singhal and Rogers (1999) EE and Social Change: Singhal and Rogers (1999) Critiques of EE Critiques of EE A critique of the narrow focus on individual behaviour change communication – Waisbord (2001) A critique of the narrow focus on individual behaviour change communication – Waisbord (2001) Diffusion and participation: a false dichotomy – Morris (2003) Diffusion and participation: a false dichotomy – Morris (2003)

Communication and Development: New Theoretical Perspectives Post–Development * Issues of voice, questioning the dominant discourse of development 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 (Habermas/Thompson/Rosa Maria Alfaro) Theory of public sphere (Habermas/Thompson/Rosa Maria Alfaro) Discourse Analysis Discourse Analysis Entertainment Education: Entertainment Education:

Outlining Theoretical Challenges to Edutainment (I) Culture as the Circulation of Meaning Culture as the Circulation of Meaning Revisiting the notion of audience – EE needs to reconceptualize their notion of audience Revisiting the notion of audience – EE needs to reconceptualize their notion of audience Connecting text with context – A discourse analysis Connecting text with context – A discourse analysis Participation and Empowerment Participation and Empowerment Challenging the Status Quo Challenging the Status Quo Community Voice and Dialogue Community Voice and Dialogue Questioning the consensus thinking around community Questioning the consensus thinking around community Connecting communities to other levels of participation Connecting communities to other levels of participation Challenging participatory approaches (Dutta, 2007) Challenging participatory approaches (Dutta, 2007) Mediated Public Sphere (National level focus?) Mediated Public Sphere (National level focus?)

Outlining Theoretical Challenges to Edutainment (II) Organization and Systems Perspectives Organization and Systems Perspectives Organizing for Social Change Organizing for Social Change Papa and Singhal (2006) Papa and Singhal (2006) Complexity theory Complexity theory Lacayo, Obregon and Singhal (2008) Lacayo, Obregon and Singhal (2008) Singhal (2007) Singhal (2007) Governance and Social Change Governance and Social Change From Service Provision to Advocacy From Service Provision to Advocacy

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 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)