voice, citizenship and civic action current challenges in communication for development thomas...
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Voice, Citizenship Voice, Citizenship and Civic Actionand Civic Action
Current Challenges in Communication for DevelopmentCurrent Challenges in Communication for Development
Thomas Tufte, PhDThomas Tufte, PhDProfessorProfessor
Roskilde University, DenmarkRoskilde University, Denmark
Keynote presentation given at Symposium V at Keynote presentation given at Symposium V at Moi Univeristy’s VIIth International Conference: Moi Univeristy’s VIIth International Conference:
’’Knowledge Creation and Dissemination for Realization of Knowledge Creation and Dissemination for Realization of Millenium Development Goals’Millenium Development Goals’
Eldoret, Kenya, 7 September 2011Eldoret, Kenya, 7 September 2011
Today’s presentation:Today’s presentation:
Communication for development at a Communication for development at a crossroadcrossroad
Role of network society and media Role of network society and media developments in the new dynamics developments in the new dynamics between citizens and decision-makersbetween citizens and decision-makers
Dominant paradigms in communication for Dominant paradigms in communication for developmentdevelopment
Case from Tanzania: civil-society driven Case from Tanzania: civil-society driven media platformmedia platform
New opportunities of voiceNew opportunities of voice
The CrossroadsThe Crossroads
transformation of the relation transformation of the relation between production of media between production of media content, technology and audiencescontent, technology and audiences
social media have altered the social media have altered the relation between sender and receiver relation between sender and receiver in communication processes. in communication processes.
ComDev on the move…ComDev on the move…
public connectionpublic connection public sphere engagementpublic sphere engagement citizen journalismcitizen journalism participatory journalismparticipatory journalism citizen mediacitizen media civic engagement civic engagement
Civil Society-driven Media PlatformsCivil Society-driven Media Platforms
Altering relations between decision-Altering relations between decision-makers and citizens?makers and citizens?
Leading to new spaces of deliberation and Leading to new spaces of deliberation and public debate, critique and civic action?public debate, critique and civic action?
Unpacking the processes of empowerment Unpacking the processes of empowerment and citizen participation?and citizen participation?
Communication, Citizenship and Communication, Citizenship and Social ChangeSocial Change
Co-evolutionCo-evolution of new and old media of new and old media
CitizenshipCitizenship: a social practice grounded in : a social practice grounded in everyday lifeeveryday life
Civic actionCivic action: active manifestation of : active manifestation of citizens as claimants of developmentcitizens as claimants of development
Citizens as media producersCitizens as media producers, citizen , citizen journalists, bloggersjournalists, bloggers
Communication PowerCommunication Power
‘‘in a world marked by the rise of mass self-in a world marked by the rise of mass self-communication, communication, social movements social movements and and insurgent politics have a the chance to insurgent politics have a the chance to enter the enter the public spacepublic space from multiple sources. By using from multiple sources. By using both both horizontal communication networks horizontal communication networks and and mainstream media to convey their images and mainstream media to convey their images and messages, they increase their chances of messages, they increase their chances of enacting social and political change enacting social and political change – even if – even if they start from a subordinate position in they start from a subordinate position in institutional power, financial resources, or institutional power, financial resources, or symbolic legitimacy’symbolic legitimacy’ (Castells 2009. 302) (Castells 2009. 302)
Innovation and CautionInnovation and Caution
Innovation: social media offer us a Innovation: social media offer us a new communication model: dynamic new communication model: dynamic and interactiveand interactive
Caution: The media don’t drive social Caution: The media don’t drive social change. The sentiment of exclusion change. The sentiment of exclusion is the driving force.is the driving force.
Dominant Paradigms in…Dominant Paradigms in… Development Support Communication (UN/FAO)Development Support Communication (UN/FAO) Development Communication (Los Banos/Quebral)Development Communication (Los Banos/Quebral) Behaviour Change Communication (Public Health)Behaviour Change Communication (Public Health) Information, Education and CommunicationInformation, Education and Communication Participatory Communication Participatory Communication Alternative Comm (Latin American Scholars)Alternative Comm (Latin American Scholars) Communication for Development Communication for Development Communication for Empowerment (UNDP)Communication for Empowerment (UNDP) Communication for Social Change (RF)Communication for Social Change (RF) Comm for Social and Structural Change (Servaes)Comm for Social and Structural Change (Servaes) Comm for Social and Sustainable ChangeComm for Social and Sustainable Change Social and Behaviour Change Comm (Wits)Social and Behaviour Change Comm (Wits) C4D (UNICEF)C4D (UNICEF)
Models of communication..Models of communication..
PersuasionPersuasion Behaviour change communicationBehaviour change communication Social marketingSocial marketing Information, education and Information, education and
communication (IEC)communication (IEC) Participatory communicationParticipatory communication Communication for social changeCommunication for social change
Communication for Social ChangeCommunication for Social Change
‘‘process of public and private dialogue process of public and private dialogue through which people themselves define through which people themselves define who they are, what they need and how to who they are, what they need and how to get what they need in order to improve get what they need in order to improve their own lives. It utilizes dialogue that their own lives. It utilizes dialogue that leads to collective problem identification, leads to collective problem identification, decision making, and community-based decision making, and community-based implementation of solutions to implementation of solutions to development issues’ development issues’ (www.communicationforsocialchange.org)(www.communicationforsocialchange.org)
CfD - Multiple Approaches CfD - Multiple Approaches (Obregon (Obregon & Mosquera, 2005)& Mosquera, 2005)
Diffusion/Individual
Participatory/Structural
Diffusion/Persuasion/
Social Marketing
Information/Education/
Communication
BehaviorChange
Communication
Social Ecological Approach
Communication For Social
Change
Convergence modelNo magic formula
Diversity of frameworks + diversity of strategies+ multiplicity of interventions = growth of the field =
New conceptual approaches
Communication Continuum
Civil Society-driven Media PlatformsCivil Society-driven Media PlatformsThe case of Femina HIPThe case of Femina HIP
Tanzanian NGO, 1999-Tanzanian NGO, 1999-
Largest print media Largest print media producer in Tanzaniaproducer in Tanzania
Many donors on board, but Many donors on board, but is a ’homegrown’ is a ’homegrown’ organisationorganisation
Entertainment-education Entertainment-education through real life storiesthrough real life stories
Multi-media platformMulti-media platform
Femina HIP ObjectivesFemina HIP Objectives
To build supportive To build supportive environments environments in in Tanzania where:Tanzania where:
Young people in their Young people in their communities enjoy their communities enjoy their right to access information right to access information & services and are & services and are empowered to make empowered to make positive informed choices positive informed choices around sexuality and lead around sexuality and lead healthy lifestyles in order healthy lifestyles in order to reduce the negative to reduce the negative impact of HIV/AIDS.impact of HIV/AIDS.
Femina HIP ObjectivesFemina HIP Objectives
To build supportive To build supportive environments environments in in Tanzania where:Tanzania where:
Communities exercise Communities exercise their right to express their right to express themselves, themselves, participate in public participate in public debate & engage in debate & engage in civil society. (Femina civil society. (Femina HIP Logical HIP Logical Framework, 2007)Framework, 2007)
FEMAFEMA
FEMA. A glossy FEMA. A glossy magazine, 64 pages, magazine, 64 pages, 170.000 copies170.000 copies
Published 4 x a year. Published 4 x a year. Targets youth aged Targets youth aged 15-24 especially 15-24 especially secondary school secondary school students in every students in every region of the countryregion of the country
SiMchezoSiMchezo
Si Mchezo! 32 Si Mchezo! 32 pages, 170.000 pages, 170.000 copies. copies.
6 x a year. Targets 6 x a year. Targets out of school youth out of school youth and their and their communities communities particularly in rural particularly in rural areas. areas.
Multi Media PlatformMulti Media Platform Pilika PilikaPilika Pilika. A radio soap . A radio soap
opera. 4 x week.opera. 4 x week.
FEMA Tv Talk Show.FEMA Tv Talk Show. Half ½ Half ½ hour talk show, national TV 4 hour talk show, national TV 4 times a week. times a week.
ChezaSalama ChezaSalama (‘play safe’). (‘play safe’). Interactive website. First of its Interactive website. First of its kind in Tanzania.kind in Tanzania.
5-600 Femina Clubs 5-600 Femina Clubs in in schools and communitiesschools and communities
Community outreach Community outreach programmeprogramme
Reach and Social MediaReach and Social Media
Femina reaches Femina reaches approx. 10 mio approx. 10 mio of Tanzania’s 42 of Tanzania’s 42 mio peoplemio people
Social Media Use:Social Media Use:- ChezaSalamaChezaSalama– Femina FacebookFemina Facebook– SMS-strategySMS-strategy
OutcomesOutcomes Continuity sustains Continuity sustains
engagementengagement Community Community
mobilization enables mobilization enables engagementengagement
Young people engage Young people engage in journalistic practicein journalistic practice
Sparks motivation and Sparks motivation and self-confidenceself-confidence
New public spheres New public spheres emergeemerge
Embryonic civil societyEmbryonic civil society
AccountabilityAccountability
Upward Upward Accountability:Accountability:– Gaining political Gaining political
cloutclout– Balancing social Balancing social
critique and critique and political political influenceinfluence
Downward Downward accountabilityaccountability– Balancing a Balancing a
mass vehicle for mass vehicle for millions of millions of audiences with audiences with space for space for personal personal engagmentengagment
Why voice mattersWhy voice matters- the role of media and technology in carving out space- the role of media and technology in carving out space
Allowing voice in public for a vastly Allowing voice in public for a vastly increased range of peopleincreased range of people
A greatly increased mutual awareness of A greatly increased mutual awareness of these new voicesthese new voices
New scales of organisationNew scales of organisation Understanding what spaces are required Understanding what spaces are required
for political organizationfor political organization New forms of listening New forms of listening
Citizen TacticsCitizen Tactics
Efforts made by ordinary peple to Efforts made by ordinary peple to create spaces for themselves, create spaces for themselves, overcoming power structures to overcoming power structures to which they are subjectedwhich they are subjected
Citizen MediaCitizen Media
The term ’citizens media’ implies, first, that a The term ’citizens media’ implies, first, that a collectivity is enacting its citizenship by collectivity is enacting its citizenship by actively actively intervening and transforming the intervening and transforming the established mediascapeestablished mediascape: second, that these : second, that these media are media are contesting social codes, contesting social codes, legitimized identities and institutionalized legitimized identities and institutionalized social relationssocial relations: and third, that these : and third, that these communication practices are communication practices are empowering the empowering the community involvedcommunity involved, to the point where these , to the point where these transformations and chages are possible transformations and chages are possible (Rodriguez 2001/2006: 774)(Rodriguez 2001/2006: 774)
