The Drum Beat 14 - Communication for Social Change

COMMUNICATION FOR SOCIAL CHANGE - This issue of The Drum Beat focuses on The Rockefeller Foundation facilitated "Communication for Social Change" Network. This international group of practitioners, policy developers and funders is exploring the most effective ways for communication interventions to support and promote development.



ASSUMPTIONS



1. Improving the effectiveness of the contribution communication can make to development requires an assessment of trends in both communications structures and development agenda and priorities. The Network's analysis is based on a number of observations: information technologies, media liberalisation and fragmentation, and economic and cultural globalisation have created new communications environments in developing countries; there is still an information chasm between South and North and between elites and the general population in the South; and, the development agenda increasingly emphasises long term actions people can take relevant to their own circumstances, as reflected in the growing call for sustainability, capacity building and participation and an increased focus on gender and culture. These trends heighten the need and create a positive environment for communication for social change policies and interventions.

APPROACH

2. While recognising the value of communication strategies focused on individual behaviour change, there is a need for communication strategies and activities to move: "from [present focus on] people as objects of change... to people and communities as agents of their own change; from the design and communication of 'messages'... to fostering dialogue and debate; from a focus on individual behaviours... to a focus on social norms, policies, culture and a supportive environment".

3. Therefore the Communication for Social Change approach is to view communication as "a process of public and private dialogue through which people define who they are, what they want, and how they can get it". The emphasis is on "supporting improvements to the lives of the politically and economically marginalized ... informed by principles of tolerance, self-determination, equity, social justice and active participation for all".

PROGRAMMES

4. The Network draws its analysis and direction from a variety of programming experiences, including:

5. Community Radio - 'Pulsar' was initiated in 1996 to provide community radio stations in Latin America with stories and information relevant to civil society. Pulsar's central focus is the right to communicate. It strives to increase the credibility and impact of community radio in order to promote pluralism and participation at local, national and regional levels. PULSAR website. Contact Jose Ignacio Lopez Vigil latam@amarc.org

6. Poverty - The Truth and Reconciliation Commission in South Africa addressed the violence aspects of the political change process. There was an equally serious problem with the social ravages of apartheid, including the consequences of education, housing, employment and other policies. A number of community groups created the National Poverty Hearings as a communication strategy to address this perspective. The hearings, held throughout South Africa, provided people living in poverty, community and national decision makers, and experts with an opportunity to present and debate their experiences and perspectives. As a result of this process the Government adopted the current National Poverty Programme. Contact Kumi Naidoo kumi@civicus.org

7. Peace - After more than 2 years in a refugee camp the people of Domingodó and Villahermosa, war area of Urabá, Colombia are returning to their homes. With support from the local church and international organisations, they have chosen to create politically neutral settlements. Their strength - as individuals, families and groups - comes from dialogue and tolerance. Members of these communities, many illiterate, are reconstructing their social fabric through participation in the negotiations with guerrillas, paramilitaries and armed forces. A documentary film and support material both recording and using this process is in production by Imaginario and Citurna Productions. Contact Adelaida Trujillo adelaidatrujillo@cable.net.co

8. Media Pluralism - The "Strengthening Democracy and Governance through Development of the Media" project in Mozambique commenced in 1997. Its core philosophy is media pluralism, a national media structure that allows presentation of a range of voices and views. The project supports the development of independent media and the decentralising of media primarily based in Maputo. Contact Birgitte Jallov bjallov@mediamoz.com

9. Mine-Workers - Between the mid-1950's and the early 1980's, mine-workers in Bolivia established their own radio stations - enabling workers, families, and communities to communicate, discuss and debate their situation. The mine-workers themselves sustained the stations by giving a percentage of their salary to the stations. These stations became a trustworthy source of information and a major stimulus for debate from the perspective of the workers. Unfortunately, many of the stations disappeared with the decline of the mining industry. See "The Voice of the Mines," a documentary produced by UNESCO in 1983. Contact Alfonso Gumucio Dagron Click here for Alfonso's website for more information or to contact him.

10. Violence Against Women - Soul City has been working with The National Network on Violence Against Women (NNVAW) in South Africa to prompt a national debate on issues related to violence against women. After 2 years planning, this initiative will go public in July 1999. The Soul City communication vehicles, including popular prime time radio and television dramas, schools learning kits, print materials, media relations and government and corporate partnerships will be used to raise the debate. Other goals include: inform women of their rights and advocate for healthy public policy to eradicate violence against women. Contact Dr Shereen Usdin shereenu@soulcity.org.za.

11. Labour - Labor News Production in South Korea works with people in labour movements to report and communicate their perspectives on the issues facing workers. It is viewed as an "alternative" media to the government dominance of news facilities. Use is made of cinema verite, reportage, animation and music video. This work also helps to create a sense of common purpose amongst relatively diverse unions. Contact Myoung Joon Kim 1np89@chollian.dacom.co.kr

12. Featured on C.I. web site - this section is no longer available.

KNOWLEDGE EXCHANGE

13. Supporting individuals and organizations currently engaged in or wanting to practice communication for social change by sharing knowledge and skills is a key aspect of the network's focus. The intention is to find ways to share information and expertise, so that we don't reinvent the wheel and do involve and introduce knowledge that comes from the peoples and communities experiencing major development concerns. A group from within the network is examining different ways to spread learning, including a site-specific strategy. Suggestions most welcome.

DELIVERY SYSTEMS

14. The Network is seeking a set of relationships that will expand engagement, debate and action from its perspective on communication and development. The processes need to be innovative, interactive, organic, user-friendly, culturally sensitive, and broad-based (both in terms of reach and use of media). Next steps include mapping the field for knowledge and work that already exists and sharing the mission of the inquiry with practitioners interested in contributing their knowledge. Suggestions are welcome.





MEASUREMENT AND EVALUATION

15. A major challenge in evaluation is agreement on the set of core indicators on which to collect information. Those indicators need to provide short-term feedback that predicts long term change and relates the communication intervention to that change. The Network has begun the process of applying itself to this task. 6 general indicators have been developed. 3 of these are: expanded public and private dialogue and debate; increased accuracy of the information that people share in the dialogue/debate; supported the people centrally affected by an issue[s] voicing their perspective. These provide a strong social change perspective to balance the established behavioural approaches to evaluation.

PEOPLE

16. A list of people involved in the Communication and Social Change network can be found at - no longer available.

CONTACT

17. Your views and opinions are most welcome. To learn more and/or contribute contact Denise Gray Felder denise@communicationforsocialchange.org The Drum Beat will post further information about the Network as it develops.

Based on contributions from The Rockefeller Foundation's Communication for Social Change network.