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)?