Research Paradigms in Communication for Development and Social Change

- 3 perspectives

By Thomas Tufte, Roskilde University

Presentation given at Nordic-Kenyan PhD Seminar 3-9 May 2014, Eldoret, Kenya

In 25 mins…Introduction

Established Paradigms

3 Ways of Approaching ComDev

Insisting on a ‘Citizen Perspective’

Game-Changing Factors

Diffusion Paradigm

Definition of communication: information transfer - verticalDefinition of development communication: information

dissemination via mass media

Problem: lack of informationSolution: information transfer: Knowledge Attitudes

PracticeGoal: outcome oriented: behavior change

Frameworks: Types of interventionsModernization Social marketingDiffusion of innovations Entertainment-

education

Participatory Paradigm

Definition of communication: information exchange/dialogue - horizontal

Definition of development communication: grassroots participation via group interaction

Problem: structural inequalities/local knowledge ignored Solution: information exchange/ participation Goal: process-oriented: empowerment, equity, community

Frameworks: Types of interventionsSocial change/praxis (Freire) Empowerment educationSocial mobilization/activism Participatory Action Research

Rapid Participatory AppraisalCommunity Involm. in Health

3 perspectives upon ComDevPolitical economy of the field: Six schools of

thoughtThree generations of ComDevThe ‘Convergence Model’

Six Schools of Thought

Latin American School; Bretton Woods School; Los Baños School; African School; Indian School; Post-Freire School: and Participatory Development Communication

(Manyozo 2004, 2006, 2012)

Communication for Development

1st Generation 2nd Generation 3rd Generation

Definition of the problem

Lack of information Lack of information and skills

Structural inequalityPower relationsSocial conflict

Notion of culture Culture as obstacle Culture as ally Culture as ’way of life’

Notion of catalyist External change agent Ext.catalyst in partnership w. the community

Internal community member

Notion of education Banking pedagogy Life skillsDidactics

Liberating pedagogy

Notion of audience SegmentsTarget groupsPassive

ParticipatoryTarget groupsActive

CitizensActive

What are you communicating

Messages Messages and situations Social issues and problems

Notion of change Individual behaviourSocial Norms

Indiv. BehaviourSocial NormsStructural Conditions

Individual BehaviourSocial NormsPower relationsStructural 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 ChangeCollective Action

Duration of activity Short Term Short and Middle term Mid- and Long term

CfD -Multiple Approaches (Obregon & Mosquera, 2005)

Diffusion/Individual

Participatory/Structural

Diffusion/Persuasion/

Social Marketing

Information/Education/

Communication

BehaviorChange

Communication

Social Ecological Approach

Communication For Social

Change

Convergence modelNo magic formula

Diversity of frameworks + diversity of strategies+ multiplicity of interventions = growth of the field =

New conceptual approaches

Communication Continuum

Common Traits- they all emerge from the institutionalized practice of

communication: logic of thinking of an organization/system in which broader and deeper questions of development and social change often are left aside

- they all tend to contain an implicit imperative of predefined goals.

- to reach these predefined goals, the have a common concern for strategic communication which entails a systematic approach to the whole communication process.

- Finally and most importantly, they all have a normative framing of development, committed to common concern of social justice, equity and human rights.

Insisting on a ‘citizen perspective’

  Invited Spaces of Participation

Claimed Spaces of Participation

Top-Down CommunicationDiffusion

Institutions communicating with citizens/audiences

‘Hierarchical social movements’

Bottom-Up CommunicationParticipation

Institutions organizing community dialogue sessions

‘Leaderless’ social movements

CBOs

4 game-changing factors

1. The Growth and Expansion of Civil Society- A (global) process over 25 years- An evolution of the roles of civil society, with a growing

emphasis on accountability issues. - The roles have evolved from

- the classic role of complementing government (mid/late 80ies)- a strong emphasis on civil society development associated with

democracy and governance issues (early 1990ies)- emphasis on good governance, legitimacy and establishing self-

regulating mechanisms (late 1990ies)- the return of supremacy of the state (since early 2000s) and- a human rights-based approaches that focuses on balancing multiple

responsibilities to different stakeholders, using a variety of approaches

2. The Emergence of a New Generation of Social Movements

Classical Social Movements of the Industrial Age

New Social Movements (last 60ies/early 70ies and onwards)

A new generation of social movements across the globe – questioning the dominant neo-liberal development paradigm.

3. Changing Political Economy of the Development ‘Industry’ and New Development Paradigms Emerging

New agents of change – new stakeholders, from private sectors’ CSR initiatives, the Chinese and other governments…and the general privatization of development cooperation in the form of a growing influence of private foundations as Bill and Melinda Gates, Clinton, Soros, and many others.

Changing development paradigms – Buen Vivir, Gross National Happiness, Confucianism, triple or quadruple bottom lines, etc…Post-colonial discourses od development.

4. Media Development and the Diffusion of New Information and Communication Technologies

A lot going on – new relations emerging between decision makers and citizens, media and activists and between online and offline spaces of participation.

ConclusionNew contexts

New stakeholdersNew socio-cultural and political-economic dynamics

New Subjectivities

New Paradigm(s)?