Advocacy communication is the major part of development communication. the data is derived from the book chapter written by Karin Gwinn Wilkins

1. Topic:
Advocacy
Communication
Written by: Karin Gwinn Wilkins
Presented By: Zaib-un-Nisa
To: Ma’am Kulsoom
Belal

2. Key pointsPoints of Discussion
OAdvocacy:
O Political Foundations of
Development
O Communication for Social Justice
O Hegemonic
O Dialogic
O Strategic
O Future Research

3. Advocacy:
OServaes and Malikhao describe advocacy
as:
“key term in development discourse,” aiming
“to foster public policies that are supportive
to the solution of an issue or programme.”

4. Con…..
O It engages public communication, in support
of a particular political cause.
O This political process may target a variety of
communities, public as well as policy
makers, toward creating social support on
behalf of policy change.
O Advocacy focuses our attention on strategic
programs that attempt to change policies,
through mobilizing direct support as well as
shifting indirect normative social support.

5. Political Foundations of
Development
O Importance of politics of development
work.
O Politics, are part of development praxis.
O Political foundations of development,
beginning with modernization. as a way to
introduce the role of advocacy in
development.

6. Con…..
O“Dominant Paradigm”
O In development, modernization privileges
economic growth and consumption,
through strategic interventions designed
to change individual behavior.

7. Communication for Social
Justice
OAdvocacy communication builds on an
understanding of communication as a
socio-cultural process of symbolic
exchange, rooted in material artifacts and
grounded in political and economic
structures that guide access to key
resources.

8. Con…..
OCommunicative codes represent
intersubjectively created and interpreted
social constructions.
O Deetz (1994) recognizes the political
contributions of creating communication
through actions in context, centering
communicative acts as engaged through
current social and political challenges.

9. Con…..
OKraidy and Murphy understand “local
needs” as “the space where global forces
become recognizable in form and practice
as they are enmeshed in local human
subjectivity and social agency”
O This agency enables people “to engage
with structures that encompass their lives,
to make meanings through this
engagement, and at the same time,
creating discursive openings to transform
these structures,”

10. Con…..
O These structures embody a “material
reality as defined by policies and
institutional networks that privilege certain
sections of the population and marginalize
others by constraining the availability of
resources.
OStructures define and limit the possibilities
that are available to participants as they
enact agency to engage in practices that
influence their health and well being”

11. Con…..
O Agency within the realm of social justice
is called for to resist dominant rhetorical
frames as well as attempt to support
redistributive justice in the allocation of
material goods.

12. Hegemonic:
O Contrary to a pluralist approach to
communication, in which all individuals are
assumed to have equal access to political capital
and the capacity to enact change, advocacy
communication recognizes that differences in
access to resources create spaces through which
some groups have more power than others to
assert their perspectives, and therefore have their
interests dominate public agendas and policies.

13. Con…..
O These resources include not only material and
financial assets, but also social and cultural capital.
Working within a recognized hegemonic process,
advocacy communication enables potential to
negotiate and work toward changing conditions for
a public good through leveraging political
resources and opportunities.

14. Con…..
O While communication serves as a broad
framework for understanding human connection
and collaboration, media offer particular artifacts,
technologies, and texts within this process.
O In our current state of “contemporary capitalism,”
“the media play out their roles as tools for
disseminating the mantras of capitalism and for
carrying out the agendas of the transnational
corporations”

15. Con…..
O This hegemonic process allows the
captains of global industry to promote
their ideological perspectives and
influence policies that affect human
survival. But within this dialectical
hegemonic process, there are possibilities
for resistance, enabled through dialogic
communication.

16. Dialogic:
O An underlying social justice orientation
conceptualizes communication as a dialogic
process, facilitating praxis, combining thoughtful
reflection with informed action.
O Communication is not perceived as limited to a
hierarchical diffusion of information, or within
horizontal connections across communities, but
instead as facilitating activist strategies.

17. Con…..
O A discourse of advocacy helps to convey the idea
that communication can represent not just
collective agreement, but also political resistance,
with dignity and not subservience. This resistance
is important in a framework that works to assert the
rights and voices of those who are marginalized
and oppressed, through supporting processes that
promote justice and equity.
O Dialogic communication and empowerment
strategies for social justice build upon ethical
foundations of mutual respect.

18. Con…..
O Media’s role within this dialogic process can be
understood as contingent upon the contexts in which
material products and programs are produced,
distributed, and texts interpreted and then engaged. It is
not helpful to focus on discussions of just one medium
or communication technology at the exclusion of others.
O When what people have access to depends upon their
local and economic conditions. Even in their studies of
wealthier societies, Couldry, Livingstone, and Markham
detail the plurality of media as having a range of
potential uses for civic engagement. For some groups,
print may matter more than digital media, whereas
transnational television might also offer a variety of
perspectives on an accessible channel.

19. Con…..
O Given the emerging integration of communication
technologies as material formats for distribution of visual,
audio, and print texts, as well as the blurring of genres,
proposing media as an integrated venue for
communicative practices may offer more potential within
this framework. News and entertainment have become
increasingly intertwined in western communities, with
more people acquiring news from comedy shows than
news, and news shows focusing on celebrity culture at
the expense of more substantive global reporting. Instead
of contributing to a false dichotomy between news and
entertainment.
O Advocacy communication recognizes a need to see
genres as integrated and to use a variety of formats, in
the service of advocacy

20. Strategic:
O There are several ways in which communication
can facilitate advocacy.
O Communication can be used to discover,
understand, and encourage recognition of
problems, as well as of potential solutions, for
those engaged in the collective effort as well as for
those targeted, such as public constituencies or
policymakers. In addition to educating and
mobilizing, communication sites serve as a venue
through which groups contest interpretations of
problems and proposed solutions.

21. Con…..
O One prominent approach in communication for
social change uses social marketing to target
individual behavior change, either in resource-
limited communities, to improve health and living
conditions, or in resource-rich communities,
encouraging consumption and charitable giving.
O Social marketing has been particularly popular in
health communication programs, intending to
encourage changes in behavior that improve
individuals’ chances for longer, healthier lives.

22. Con…..
O Advocacy considers communication less as a tool
to change individual psychology or behavior, and
more as a venue for articulation and competition
over positions, rooted in broader social and
political contexts.
O Advocacy promotes voice among those who are
marginalized, facilitating their active participation in
decisions that matter in their lives.

23. Communication about
Social Justice
O Advocacy communication builds strategic
intervention for social justice, through a self-
reflexive process in order to be about social justice
as well. To be self-reflexive, strategies are informed
by considerations of how competing rhetoric relates
to dominant discourse. This rhetorical
comprehension gains from an awareness of the
political-economic context as well. Working
dialogically, advocacy communication has the
potential for political resistance against dominant
rhetoric when implemented by groups that are
structurally independent.

24. Con…..
O As a strategic approach, advocacy communication
attempts to address human costs of globalization,
in a context of accentuated global capitalism,
political imperialism, human rights violations, and
environmental devastation.
O It is the purpose of advocacy communication to
build strategic, dialogic approaches that can be
structurally independent, and empirically based,
toward improving our human condition.

25. Future Research
O Advocacy communication as an approach to
promote social justice in a context of global
capitalism is itself emerging within the broader field
of development communication. Critical
communication scholarship can contribute to this
work by situating assessments of approaches over
time and across places in political and historical
contexts. Reflexive engagement, working with
empirical evidence as a Advocacy Communication
tool for informing communities in order to advance
appropriate policies, will contribute to social justice
through dialogic communication.