Social Sciences and Media

2.  Mobilization is a military terminology
 To Mobilize = prepare forces for action
 To organize people or resources in order to be ready for
action or in order to take action, especially in a military
or civil emergency, or to be organized for this purpose.
 When Military is mobilized, it is ready to attack foe
forces at any time.
 When community is mobilized, it is ready to attack
social problems, ANY TIME.

3.  A process of motivating communities to organize in a
cohesive group for an active participation towards their
own development.
 It involves all relevant segments of society, from policy
and decision makers to religious associations,
professional groups, opinion leaders, communities, and
individuals.

5.  NATIONAL POLICY MAKERS
Those who can make policy and program decisions,well
allocate needed resources for services.
 MEDIA
Those which can help create and sustain public support for a
social product and can also encourage public vigilance.
 PROGRAM ADMINISTRATORS
Those who can chart the course of action of the program and
can put in more resources such as additional funding and
increased manpower.

6.  SERVICE PROVIDERS
Those who have direct access to the intended beneficiaries and
are often credible sources of information on the programs.
 TRADITIONAL LEADERS AND RELIGIOUS LEADERS
Those who can set up information exchange systems within
the community and can also play important roles in ensuring
cooperation among members of the community.
 PARENTS/FAMILY MEMBERS
The critical participants in the program since they are the
ultimate users/buyers of the social product.

7. The process is concerned with mobilizing
human and financial resources through five
main approaches:
 Political Mobilization
Aims at winning political and policy commitment for a
major goal and the necessary resource allocations to realize
that goal.-Lobbying

8.  Community Mobilization
Aims at informing and gaining the commitment of
community leaders as well as local government agencies,
Nongovernmental organizations(NGOs), women's groups
and cooperatives.
 Corporate Mobilization
Aims at securing the support of national or international
companies in promoting appropriate goals, either through
the contribution of resources or the carrying of appropriate
messages as a part of their advertising or product labelling.

9.  Government Mobilization
Aims at informing and enlisting the cooperation and help
of service providers and other government organizations
that can provide direct or indirect support.
 Beneficiary Mobilization
Aims at informing and motivating the program beneficiaries
through training programs, the establishment of
community groups and communication

10. 1. Know your community well, and understand
their problems and their needs
2. Be aware of existing practices that exist in
the community.
3. Always listen to community members
carefully.

11. 4. Do not rapidly introduce new interventions that
are different from existing practices and
beliefs. Take gradual steps to introduce such
practices.
5. Try to analyze community dynamics and adjust
to each situation.
6. Involve the entire community in the program
right from the beginning.
7. Give respect and importance to negative
experiences of the community, if any, and try to
minimize the negative feelings verbally and in
your actions.

12. Mass media means technology that is intended
to reach a mass audience. It is the primary means
of communication used to reach the vast majority
of the general public.

14.  Public understanding
 Behaviors
 Attitudes
 Emotions
 Political views
 Which actions individuals
or communities are likely to take.
 Ability to bring change on both social and
government level

15.  Community Meetings
 Puppet Shows and Theatre
 Village Literacy Fairs
 Sports and Games
 Stickers
 Messages on other items such as:
T-shirts, Caps, Plastic bags etc.

16.  There is no “ideal” community
mobilizer
 People from all kinds of backgrounds can be
effective community mobilizer
 Attitudes, behaviors, and skills are more
important than who the person is or what
qualifications has
 Community members
 Positive role models
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