Development Communication - Lecture 5 - Current Challenges

8/9/2019 Development Communication - Lecture 5 - Current Challenges

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Voice, Citizenship andVoice, Citizenship and

Civic ActionCivic ActionCurrent Challenges in Communication forCurrent Challenges in Communication for

DevelopmentDevelopment


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Todays presentation:Todays presentation:

Communication for development at acrossroadRole of network society and media

developments in the new dynamicsbetween citizens and decision-makersDominant paradigms in communication for

developmentCase from Tanzania: civil-society driven

media platformNew opportunities of voice


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The CrossroadsThe Crossroads

transformation of the relation betweenproduction of media content technology

and audiences

social media have altered the relation

between sender and receiver incommunication processes!


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ComDev on the moveComDev on the move

public connectionpublic sphere engagementcitizen "ournalismparticipatory "ournalismcitizen media

civic engagement


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Civil Societydriven !ediaCivil Societydriven !edia

"latforms"latforms

#ltering relations between decision-makers and citizens$

%eading to new spaces of deliberation andpublic debate criti&ue and civic action$

'npacking the processes of empowerment

and citizen participation$


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Communication, Citizenship andCommunication, Citizenship and

Social ChangeSocial Change

Co-evolutionof new and old media

Citizenship: a social practice grounded ineveryday life

Civic action: active manifestation of citizens

as claimants of development

Citizens as media producers citizen"ournalists bloggers


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Communication "o#erCommunication "o#er

in a world marked by the rise of mass self-communication,social movements and

insurgent politics have a chance to enter thepublic spacefrom multiple sources. By usingboth horizontal communication networks andmainstream media to convey their images andmessages, they increase their chances ofenacting social and political change even ifthey start from a subordinate position ininstitutional power, financial resources, orsymbolic legitimacy(Castells )**+! ,*)


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$nnovation and Caution$nnovation and Caution

.nnovation: social media offer us a newcommunication model: dynamic and

interactive

Caution: The media don/t drive social

change! The sentiment of e0clusion is thedriving force!


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Dominant "aradigms inDominant "aradigms in

Development 1upport Communication ('N23#4 Development Communication (%os 5anos 5ehaviour Change Communication (6ublic 7ealth .nformation 8ducation and Communication 6articipatory Communication #lternative Comm (%atin #merican 1cholars Communication for Development Communication for 8mpowerment ('ND6

Communication for 1ocial Change Comm for 1ocial and 1tructural Change (1ervaes Comm for 1ocial and 1ustainable Change 1ocial and 5ehaviour Change Comm C9D ('N.C83


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!odels of communication%%!odels of communication%%

6ersuasion5ehaviour change communication1ocial marketing.nformation education and

communication (.8C

6articipatory communicationCommunication for social change


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Communication for SocialCommunication for Social

ChangeChange

process of public and private dialoguethrough which people themselves define

who they are what they need and how toget what they need in order to improvetheir own lives! .t utilizes dialogue thatleads to collective problem identification

decision making and community-basedimplementation of solutions todevelopment issues/(www!communicationforsocialchange!org


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CfD - Multiple ApproachesCfD - Multiple Approaches(Obregon & Mosquera, 2005)(Obregon & Mosquera, 2005)

Diffusion/

Individual

Participatory/

Structural

Diffusion/

Persuasion/

Social Marketing

Information/

Education/

Communication

Behavior

Change

Communication

Social

Ecological

Approach

Communication

or Social

Change

Convergence model

!o magic formula

Diversity of frame"orks # diversity of strategies

# multiplicity of interventions $ gro"th of the field $

!e" conceptual approaches

Communication Continuum


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Civil Societydriven !edia "latformsCivil Societydriven !edia "latformsThe case of &emina '$"The case of &emina '$"

Tanzanian N;4


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&emina '$" ()*ectives&emina '$" ()*ectives

To )uild supportiveenvironments in Tanzaniawhere:

>oung people in their

communities en"oy theirright to access information? services and areempowered to makepositive informed choicesaround se0uality and leadhealthy lifestyles in orderto reduce the negativeimpact of 7.@2#.D1!


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&emina '$" ()*ectives&emina '$" ()*ectives

To )uild supportiveenvironments inTanzania where:

Communities e0ercisetheir right to e0pressthemselvesparticipate in publicdebate ? engage incivil society! (3emina7.6 %ogical3ramework )**A


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&+!A&+!A

38=#! # glossymagazine B9 pages


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Si!chezoSi!chezo

1i =chezo ,)pages


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!ulti !edia "latform!ulti !edia "latform

"ilia "ilia! # radio soapopera! 9 0 week!

&+!A Tv Tal Sho#%7alf Ehour talk show national T@ 9times a week!

ChezaSalama (play safe/!.nteractive website! 3irst ofits kind in Tanzania!

-.// &emina Clu)s in

schools and communities Community outreach

programme


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0each and Social !edia0each and Social !edia

3emina reachesappro0!


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(utcomes(utcomes

Continuity sustainsengagement

Communitymobilization enables

engagement>oung people engage

in "ournalistic practice1parks motivation and

self-confidenceNew public spheresemerge


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Accounta)ilityAccounta)ility

'pward#ccountability:F ;aining political

cloutF 5alancing socialcriti&ue and politicalinfluence

DownwardaccountabilityF 5alancing a mass

vehicle for millionsof audiences withspace for personalengagement


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1hy voice matters1hy voice matters the role of media and technology in carving out space the role of media and technology in carving out space

#llowing voice in public for a vastly

increased range of people# greatly increased mutual awareness of

these new voices

New scales of organisation'nderstanding what spaces are re&uiredfor political organizationNew forms of listening


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Citizen TacticsCitizen Tactics

8fforts made by ordinary peple to createspaces for themselves overcoming power

structures to which they are sub"ected


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Citizen !ediaCitizen !edia

The term /citizens media/ implies first that acollectivity is enacting its citizenship by actively

intervening and transforming theestablished mediascape: second that thesemedia are contesting social codes,legitimized identities and institutionalized

social relations: and third that thesecommunication practices are empowering thecommunity involved to the point where thesetransformations and changes are possible(Rodriguez )**


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Thank you

Documents

Development Communication - Lecture 5 - Current Challenges