Three Challenges of Sustainable Communication for Social Change Alfonso Gumucio-Dagron

Dim Sum We are living difficult times in development People left aside from decision making Institutional publicity replacing voices of communities Millions spent in programmes that are not sustainable nor cherished by intended beneficiaries The abyss between two worlds is growing deeper Development organisations don’t really & heartily care about people

We are living difficult times in development

People left aside from decision making

Institutional publicity replacing voices of communities

Millions spent in programmes that are not sustainable nor cherished by intended beneficiaries

The abyss between two worlds is growing deeper

Development organisations don’t really & heartily care about people

The role of communication Only participation and ownership of development and social change lead to sustainable processes There can’t be participation without horizontal dialogue among all those involved Communication that is participatory, among equals, is the only means to ensure ownership Easily said and widely accepted Seldom put in practice as a long-term process

Only participation and ownership of development and social change lead to sustainable processes

There can’t be participation without horizontal dialogue among all those involved

Communication that is participatory, among equals, is the only means to ensure ownership

Easily said and widely accepted

Seldom put in practice as a long-term process

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

Experience teaches Contributions from Latin America during 50 years Pioneering concrete praxis and theoretical thinking Social appropriation of political, social, cultural & economic change Participation is a right, not a generous concession The right to communicate is central to development & social change

Contributions from Latin America during 50 years

Pioneering concrete praxis and theoretical thinking

Social appropriation of political, social, cultural & economic change

Participation is a right, not a generous concession

The right to communicate is central to development & social change

The way ahead Thousands of community-based experiences have changed the life of millions However, it is fragile and reversible It is not enough to question the concept of development as it is implemented by large agencies We need to affect development as a whole through communication for social change The terms of negotiation need new strategies at all levels

Thousands of community-based experiences have changed the life of millions

However, it is fragile and reversible

It is not enough to question the concept of development as it is implemented by large agencies

We need to affect development as a whole through communication for social change

The terms of negotiation need new strategies at all levels

1. The challenge of naming things When the words are obstacles for dialogue Words are the reduction of meaning Information or communication? Access or participation? Journalists or communicators? Messages or processes? Information or knowledge? Communications or communication?

When the words are obstacles for dialogue

Words are the reduction of meaning

Information or communication?

Access or participation?

Journalists or communicators?

Messages or processes?

Information or knowledge?

Communications or communication?

2. The Challenge of developing the discipline Communication studies in the world 2,000 departments of “social communication” - media studies - 25 year-old confusion Less than 20 universities offer ComDev or communication for social change Saturation of media - small jobs Need for CFSC specialists unattended More strategists of communication for development are needed, not only activists A separate field of study, specific, unique

Communication studies in the world

2,000 departments of “social communication” - media studies - 25 year-old confusion

Less than 20 universities offer ComDev or communication for social change

Saturation of media - small jobs

Need for CFSC specialists unattended

More strategists of communication for development are needed, not only activists

A separate field of study, specific, unique

3. The challenge of legitimising the field Need of “hierarchy” for dialogue with decision makers A political perspective on development Influence policy-makers End the subsidiary role of communication Recognition of communication rights Establish learning processes & capacity development within organisations Indicators of institutional change: Communication policies & strategies Specialised staff at higher levels Budgeting at least 5% for communication

Need of “hierarchy” for dialogue with decision makers

A political perspective on development

Influence policy-makers

End the subsidiary role of communication

Recognition of communication rights

Establish learning processes & capacity development within organisations

Indicators of institutional change:

Communication policies & strategies

Specialised staff at higher levels

Budgeting at least 5% for communication

www.cfsc.org www.comminit.com

www.cfsc.org

www.comminit.com