Communication for Social Change A key to participatory development

It is easy to write recipes, but it´s difficult to communicate with people Franz Kafka

Purpose of this presentation Community radio is part of a larger conceptual framework: communication for development and social change It emerges from social struggles and resistance (Bolivia, Colombia 50’s, France & Italy 70’s, South Africa 80’s, Philippines, Indonesia 90’s) Important to understand the general context of communication applied to development Schematic, for the purpose of establishing differences between trends and models Presentation based on discussions within RF working group & papers by Waisbord and Morris

Community radio is part of a larger conceptual framework: communication for development and social change

It emerges from social struggles and resistance (Bolivia, Colombia 50’s, France & Italy 70’s, South Africa 80’s, Philippines, Indonesia 90’s)

Important to understand the general context of communication applied to development

Schematic, for the purpose of establishing differences between trends and models

Presentation based on discussions within RF working group & papers by Waisbord and Morris

A look back in history…

Post World War II context Major powers compete to gain control of regions in the developing world Liberation struggles & decolonisation process in Africa, Asia and Latin America The chessboard: domination by the force of weapons or through co-operation and debt? New development paradigms are born – the Marshall Plan Independences negotiated in Africa Rationalisation of war industry

Major powers compete to gain control of regions in the developing world

Liberation struggles & decolonisation process in Africa, Asia and Latin America

The chessboard: domination by the force of weapons or through co-operation and debt?

New development paradigms are born – the Marshall Plan

Independences negotiated in Africa

Rationalisation of war industry

Development perspectives Paternalistic vision: to level the differences between rich and poor countries Rise the income of poor rural families Expand consumer markets towards the south Technologies seen as the panacea Development understood as increased productivity & trade Cold War: information & manipulation

Paternalistic vision: to level the differences between rich and poor countries

Rise the income of poor rural families

Expand consumer markets towards the south

Technologies seen as the panacea

Development understood as increased productivity & trade

Cold War: information & manipulation

Fifty years later…

The cemetery of development Half century of missed opportunities: Water pumps without water Roads that lead nowhere Hospitals without health staff Schools without teachers & books Dusty video & radio equipment in state media Backyards full of rusty donated vehicles Immunisation rates down, HIV/AIDS up White elephants in Africa, Asia and Latin America

Half century of missed opportunities:

Water pumps without water

Roads that lead nowhere

Hospitals without health staff

Schools without teachers & books

Dusty video & radio equipment in state media

Backyards full of rusty donated vehicles

Immunisation rates down, HIV/AIDS up

White elephants in Africa, Asia and Latin America

Who’s fault? Government corruption Vertical planning from development agencies No dialogue with beneficiaries Communication absent in the process Knowledge arrogance Weak community organization Illegitimate local leadership Submissive relations with power structures No sense of ownership No capacity to voice community views Planners Community

Government corruption

Vertical planning from development agencies

No dialogue with beneficiaries

Communication absent in the process

Knowledge arrogance

Weak community organization

Illegitimate local leadership

Submissive relations with power structures

No sense of ownership

No capacity to voice community views

The story of a community dream What the donor thought the community wanted... How it was described in the project document… What the consultant recommended… How programme implementers designed it… The way it was installed in the community… What the community really wanted but was not able to communicate…

Paradigms (1950-2000) Based on Modernisation Theories ( diffusion ): Diffusion of innovations Social marketing Health promotion Edutainment (education & entertainment) Based on Dependency Theories ( participation ): Development communication Alternative, horizontal, dialogic Participatory communication Communication for social change

Based on Modernisation Theories ( diffusion ):

Diffusion of innovations

Social marketing

Health promotion

Edutainment (education & entertainment)

Based on Dependency Theories ( participation ):

Development communication

Alternative, horizontal, dialogic

Participatory communication

Communication for social change

I. Modernisation theories “ Deficit of information” causes poverty Traditional cultures, a barrier for modernisation & development One only model of development: copy industrialised nations Selling the image of international co-operation to developing countries Impressive growth & expansion of communications technologies: radio, TV

“ Deficit of information” causes poverty

Traditional cultures, a barrier for modernisation & development

One only model of development: copy industrialised nations

Selling the image of international co-operation to developing countries

Impressive growth & expansion of communications technologies: radio, TV

Diffusion of innovations “ Poor lack of knowledge” - Knowledge viewed as a exclusive privilege of the North Transfer of knowledge to change behaviour Adoption of western innovations & transfer of media technology and models Communication models alien to local needs: awareness, interest, decision, trial, adoption Decision-making made elsewhere by donors & funding agencies Intensive involvement of government media

“ Poor lack of knowledge” - Knowledge viewed as a exclusive privilege of the North

Transfer of knowledge to change behaviour

Adoption of western innovations & transfer of media technology and models

Communication models alien to local needs: awareness, interest, decision, trial, adoption

Decision-making made elsewhere by donors & funding agencies

Intensive involvement of government media

Social marketing Propaganda-based techniques from WWII & commercial advertising models Advertising jargon: “clients”, “consumers”, “Reduce distance between consumer & product” Military jargon: “targets”, “campaign” , “tactics” Influence of behavioural change theories Intensive use of mass media & add agencies Ignorance of local cultural context Lack of analysis of structural causes Biased self-promoting quantitative evaluations

Propaganda-based techniques from WWII & commercial advertising models

Advertising jargon: “clients”, “consumers”, “Reduce distance between consumer & product”

Military jargon: “targets”, “campaign” , “tactics”

Influence of behavioural change theories

Intensive use of mass media & add agencies

Ignorance of local cultural context

Lack of analysis of structural causes

Biased self-promoting quantitative evaluations

Health promotion Established from health services perspective: “the doctor knows better” - prescriptive Believes individual behaviour responsible for health problems - Blames the victim Promotes official public health policies Ignores political, cultural & social conditions Often lacks of communication expertise

Established from health services perspective: “the doctor knows better” - prescriptive

Believes individual behaviour responsible for health problems - Blames the victim

Promotes official public health policies

Ignores political, cultural & social conditions

Often lacks of communication expertise

Education & entertainment “ Edutainment ”, an improved version of IEC More emphasis on educational process Mix of mass media & interpersonal communication: media “not the silver bullet” Creativity: TV & radio dramas, songs, etc Direct link with health services Promote women & youth local organisations Criticism: How much education and how much entertainment? – Long-term impact?

“ Edutainment ”, an improved version of IEC

More emphasis on educational process

Mix of mass media & interpersonal communication: media “not the silver bullet”

Creativity: TV & radio dramas, songs, etc

Direct link with health services

Promote women & youth local organisations

Criticism: How much education and how much entertainment? – Long-term impact?

II. Dependency theories Growth of social & political movements in Africa, Asia, Latin America Analysis of structural causes (political, economic, social) of underdevelopment Oppose to neo-colonial strategies Builds alliances between workers, peasants, intellectuals of North & South Social participation & organisation is key Criticism of media dependency & diffusion

Growth of social & political movements in Africa, Asia, Latin America

Analysis of structural causes (political, economic, social) of underdevelopment

Oppose to neo-colonial strategies

Builds alliances between workers, peasants, intellectuals of North & South

Social participation & organisation is key

Criticism of media dependency & diffusion

Development communication Works with community & involves people Communication to promote participation Promoted by FAO in rural areas in the 70’s Specific analysis of local problems Increased attention to culture & identity Relate to local organisations & co-operatives Training of change agents – “extension workers” Specificity vs. massive use of media Remained institutional & programme-linked model

Works with community & involves people

Communication to promote participation

Promoted by FAO in rural areas in the 70’s

Specific analysis of local problems

Increased attention to culture & identity

Relate to local organisations & co-operatives

Training of change agents – “extension workers”

Specificity vs. massive use of media

Remained institutional & programme-linked model

Alternative, dialogic, horizontal Born from struggle against dictatorships Rejection of hegemonic mass media - MacBride Interpersonal, horizontal & dialogic (Freire) Use of appropriate low-cost media tools Mushrooming of grassroots' experiences - radio Demystification of technology tools Appropriation of media tools & contents Development of critical sense towards media Criticism: isolated, small, no impact, no evaluation

Born from struggle against dictatorships

Rejection of hegemonic mass media - MacBride

Interpersonal, horizontal & dialogic (Freire)

Use of appropriate low-cost media tools

Mushrooming of grassroots' experiences - radio

Demystification of technology tools

Appropriation of media tools & contents

Development of critical sense towards media

Criticism: isolated, small, no impact, no evaluation

Participatory communication Increased involvement of social & community organisations Media & contents decided democratically within the community Social empowerment, networking & organisation objectives The communication process is more important than the end products Ownership of media tools

Increased involvement of social & community organisations

Media & contents decided democratically within the community

Social empowerment, networking & organisation objectives

The communication process is more important than the end products

Ownership of media tools

Communication for Social Change Concept articulated by RF , April 1997 Recovers lessons learned & experiences from developing countries Process of dialogue and debate, based on tolerance, respect, equity, social justice & active participation of all stakeholders Rejects hierarchic & mass media intensive models of communication Aims community empowerment & local decision-making process

Concept articulated by RF , April 1997

Recovers lessons learned & experiences from developing countries

Process of dialogue and debate, based on tolerance, respect, equity, social justice & active participation of all stakeholders

Rejects hierarchic & mass media intensive models of communication

Aims community empowerment & local decision-making process

Main differences Structural causes Horizontal “ Concientisation” Social change Active & critical Agents of change Dialogue & debate Specific , diverse Long-term / process Behavioural causes Vertical Persuasion Individual change Passive & “bancaria” Objects of change Massive diffusion General assumptions Short-term / messages Participatory model Hierarchic model

Structural causes

Horizontal

“ Concientisation”

Social change

Active & critical

Agents of change

Dialogue & debate

Specific , diverse

Long-term / process

Behavioural causes

Vertical

Persuasion

Individual change

Passive & “bancaria”

Objects of change

Massive diffusion

General assumptions

Short-term / messages

Diffusion model Problem: lack of information & knowledge Solution: knowledge -> attitudes -> practice Conceptual framework: modernization through diffusion of innovations Definition of communication: information transfer – vertical Methods of communication: information dissemination – mass media Goal: outcome oriented – behaviour change Types of interventions: Social Marketing, Edutainment (entertainment-education)

Problem: lack of information & knowledge

Solution: knowledge -> attitudes -> practice

Conceptual framework: modernization through diffusion of innovations

Definition of communication: information transfer – vertical

Methods of communication: information dissemination – mass media

Goal: outcome oriented – behaviour change

Types of interventions: Social Marketing, Edutainment (entertainment-education)

Participatory model Problem: structural inequalities Solution: participation -> community empowerment Conceptual Framework: dependency, social mobilisation Definition of communication: information exchange –horizontal dialogue – respect knowledge & culture Methods of development communication: grassroots participation – community interaction Goal: process oriented – social change Types of interventions: Participatory Action Research (PAR), Rapid Participatory Appraisal (RPA), development, alternative, participatory, dialogic communication

Problem: structural inequalities

Solution: participation -> community empowerment

Conceptual Framework: dependency, social mobilisation

Definition of communication: information exchange –horizontal dialogue – respect knowledge & culture

Methods of development communication: grassroots participation – community interaction

Goal: process oriented – social change

Types of interventions: Participatory Action Research (PAR), Rapid Participatory Appraisal (RPA), development, alternative, participatory, dialogic communication

Horizontal Vs. Vertical People are dynamic communicators participating in social change, with a critical approach to information People perceived as mere passive receivers of information and instructions, decisions made by others

People are dynamic communicators participating in social change, with a critical approach to information

People perceived as mere passive receivers of information and instructions, decisions made by others

Process Vs. Campaign People taking in hand their own future through a process of democratic participation in communication planning Campaigns are expensive and not sustainable, they mobilise but they do not build capacity at the community level

People taking in hand their own future through a process of democratic participation in communication planning

Campaigns are expensive and not sustainable, they mobilise but they do not build capacity at the community level

Long-Term Vs. Short-Term Communication and development, are long-term processes which need time to be assumed and appropriated by people ‘ Annual report’ donor driven projects do not acknowledge the cultural realities and often oversize results & outputs

Communication and development, are long-term processes which need time to be assumed and appropriated by people

‘ Annual report’ donor driven projects do not acknowledge the cultural realities and often oversize results & outputs

Collective Vs. Individual Communities act collectively in the interest of the majority, avoiding the risk of loosing power to a few People targeted individually are detached from their community and from their communal forms of decision-making

Communities act collectively in the interest of the majority, avoiding the risk of loosing power to a few

People targeted individually are detached from their community and from their communal forms of decision-making

With… Vs. For… Researching, designing, disseminating messages with the community & by the people, to establish dialogue and debate Designing, pre-testing, delivering, evaluating messages to or for… remains external to communities

Researching, designing, disseminating messages with the community & by the people, to establish dialogue and debate

Designing, pre-testing, delivering, evaluating messages to or for… remains external to communities

Specific Vs. Massive Communication process & messages should specifically adapt to each social group in terms of content, language & media Using the same mass media, messages & strategies in diverse cultural contexts, and for different social sectors of society

Communication process & messages should specifically adapt to each social group in terms of content, language & media

Using the same mass media, messages & strategies in diverse cultural contexts, and for different social sectors of society

People needs Vs. Donor musts Community based research to identify, define & discriminate -with the people- the felt needs and the real needs Communication projects on donor-driven needs: privatisation, birth control (family planning), extensive farming

Community based research to identify, define & discriminate -with the people- the felt needs and the real needs

Communication projects on donor-driven needs: privatisation, birth control (family planning), extensive farming

Ownership Vs. Access Ownership of media and communication tools provides voice and opportunity with no restriction Access to information channels is a step forward, though often controlled and regulated by others

Ownership of media and communication tools provides voice and opportunity with no restriction

Access to information channels is a step forward, though often controlled and regulated by others

Consciousness Vs. Persuasion A process of bring up consciousness and deep understanding about social reality, problems, and solutions Persuasion to change behaviour and perform acts on specific issues is only sustainable with permanent stimulus & funds

A process of bring up consciousness and deep understanding about social reality, problems, and solutions

Persuasion to change behaviour and perform acts on specific issues is only sustainable with permanent stimulus & funds

CFSC – main principles [1] Sustainability of social changes is certain when individuals & communities affected become owners of the communicational process & contents [2] CFSC, horizontal & participatory, aims to strengthen community links and amplify the voices of the poorest; based on the notion of the appropriation of the communicational process and the development of local contents

[1] Sustainability of social changes is certain when individuals & communities affected become owners of the communicational process & contents

[2] CFSC, horizontal & participatory, aims to strengthen community links and amplify the voices of the poorest; based on the notion of the appropriation of the communicational process and the development of local contents

CFSC – main principles … [3] Communities should be the agents of their own social change and master the communication process [4] Emphasis on promoting dialogue, debate & negotiation, building alliances; rather than persuasion, pure transfer of information & external knowledge

[3] Communities should be the agents of their own social change and master the communication process

[4] Emphasis on promoting dialogue, debate & negotiation, building alliances; rather than persuasion, pure transfer of information & external knowledge

CFSC – main principles … [5] The CFSC process should go beyond individual behaviours and take into consideration social norms, current policies, local culture & tradition, and the general context of development [6] Dialogue & participation are key to strengthen cultural identity, trust, commitment, ownership of ideas & expressions, and community organisation

[5] The CFSC process should go beyond individual behaviours and take into consideration social norms, current policies, local culture & tradition, and the general context of development

[6] Dialogue & participation are key to strengthen cultural identity, trust, commitment, ownership of ideas & expressions, and community organisation

CFSC – main principles … [7] CFSC rejects the linear model of transmission of information from a central sender towards a individual receiver, and promotes a circular process of interactions where knowledge is shared and collective action is taken

[7] CFSC rejects the linear model of transmission of information from a central sender towards a individual receiver, and promotes a circular process of interactions where knowledge is shared and collective action is taken

Communication resources The up-side down pyramid community organisations media D $ 1,000.000.000 $ 1 $ 1,000 $ 1,000.000

$ Communication resources The pyramid community organisations media D

If community media is the answer, what is the question? Alfred E. Opubor

If community media is the answer, what is the question?

A question of power Communication for Social Change contributes to put the decision-making about development in the hands of the people It consolidates the capability of communities to confront their own ideas about development with planners Within the community itself it favours the strengthening of democratic process

Communication for Social Change contributes to put the decision-making about development in the hands of the people

It consolidates the capability of communities to confront their own ideas about development with planners

Within the community itself it favours the strengthening of democratic process

A question of identity Participatory communication contributes to install cultural pride and self-esteem It reinforces the social tissue through the strengthening of indigenous & local forms of organisation It protects traditions and cultural values, while being able to incorporate new elements

Participatory communication contributes to install cultural pride and self-esteem

It reinforces the social tissue through the strengthening of indigenous & local forms of organisation

It protects traditions and cultural values, while being able to incorporate new elements

Steve Biko It is through the evolution of our own genuine culture that our identity can be fully discovered.

It is through the evolution of our own genuine culture that our identity can be fully discovered.

Five conditions for CFSC Essentials in the process of CFSC : [1] Community participation & appropriation [2] Language & cultural pertinence [3] Development of local contents [4] Use of appropriate technology [5] Networking & convergence

Essentials in the process of CFSC :

[1] Community participation & appropriation

[2] Language & cultural pertinence

[3] Development of local contents

[4] Use of appropriate technology

[5] Networking & convergence

Articulating the local The consequence of losing one’s ability to articulate the local is unavoidable if coverage and audiences expand. The capacity to articulate the local constitutes a crucial component of the political potential of citizen’s media. Clemencia Rodríguez

The consequence of losing one’s ability to articulate the local is unavoidable if coverage and audiences expand. The capacity to articulate the local constitutes a crucial component of the political potential of citizen’s media.

Clemencia Rodríguez

Introducing technology When a new technology is introduced to a different setting, what is transferred is not only the technology itself, but also a set of assumptions and practices regarding the particular technology and its use.

When a new technology is introduced to a different setting, what is transferred is not only the technology itself, but also a set of assumptions and practices regarding the particular technology and its use.

New discourse of development Acknowledging failures Rejecting top-down approaches Promoting participatory planning & monitoring Community involvement & ownership Sustainable development Acknowledging role of communication for social change & development

Acknowledging failures

Rejecting top-down approaches

Promoting participatory planning & monitoring

Community involvement & ownership

Sustainable development

Acknowledging role of communication for social change & development

Demand & Supply Development organisations slowly moving towards new paradigm Gap between demand & supply No qualified communication strategists to deal with planners & experts Lack of comprehensive long-term vision Improvising short term training for staff at project level – many “doers”, few thinkers Universities not providing the needed human resources: changing names but same curricula

Development organisations slowly moving towards new paradigm

Gap between demand & supply

No qualified communication strategists to deal with planners & experts

Lack of comprehensive long-term vision

Improvising short term training for staff at project level – many “doers”, few thinkers

Universities not providing the needed human resources: changing names but same curricula

Anybody out there? Many professionals claim to subscribe to communication for social change, even social marketing defenders Communication Initiative lists hundreds specialists from Europe & North America However, at programme & project level, difficult to find development & social change communication strategists, only journalists Development agencies improvising communicators from any other discipline & field of experience

Many professionals claim to subscribe to communication for social change, even social marketing defenders

Communication Initiative lists hundreds specialists from Europe & North America

However, at programme & project level, difficult to find development & social change communication strategists, only journalists

Development agencies improvising communicators from any other discipline & field of experience

The ivory tower Academic world has often turn its back to development issues Journalists are trained by thousands, not communicators – media bias Training based on alien models & theories Satisfying demands of artificial markets Ignorance about our own thinking New curricula are needed

Academic world has often turn its back to development issues

Journalists are trained by thousands, not communicators – media bias

Training based on alien models & theories

Satisfying demands of artificial markets

Ignorance about our own thinking

New curricula are needed

The iceberg Communicators learn from experience Rich environment in Third World, lessons Most of experiences remain hidden Task of universities: Reveal and analyse experiences Train new comunicators Facilitate networking

Communicators learn from experience

Rich environment in Third World, lessons

Most of experiences remain hidden

Task of universities:

Reveal and analyse experiences

Train new comunicators

Facilitate networking

The New Communicator Theoretical & practical balance Direct experience in development Knowledge of communication practices Strategic, long term thinking Understanding technology is just a tool Flexibility in the alternative use of media Role of amplifying the voices of voiceless Work rooted in cultural identity & dialogue

Theoretical & practical balance

Direct experience in development

Knowledge of communication practices

Strategic, long term thinking

Understanding technology is just a tool

Flexibility in the alternative use of media

Role of amplifying the voices of voiceless

Work rooted in cultural identity & dialogue

http:// www . comminit . com / making - waves . html webinfo @ rockfound .org Making Waves: Participatory Communication for Social Change

http:// www . comminit . com / making - waves . html

webinfo @ rockfound .org

The Communication Initiative www. comminit .com

www. comminit .com

Alfonso Gumucio Dagron 28/05/09 Alfonso Gumucio-Dagron - Bolivia, South America Managing Director CFSCC Filmmaker, journalist & writer - Development communication since 1978 - CIMCA (NGO): miners’ radio stations - UNICEF 1990-97 (Nigeria & Haiti) - Guatemala since 1998 - consultancy work - The Rockefeller Foundation / CFSC - Denise Gray-Felder, Vice-President

- Bolivia, South America

Managing Director CFSCC

Filmmaker, journalist & writer

- Development communication since 1978

- CIMCA (NGO): miners’ radio stations

- UNICEF 1990-97 (Nigeria & Haiti)

- Guatemala since 1998 - consultancy work

- The Rockefeller Foundation / CFSC

- Denise Gray-Felder, Vice-President