"Este módulo presenta un proceso paso a paso que permitirá a los miembros de las organizaciones, o campañas, interesados en mejorar su visibilidad e impacto, formular estrategias de comunicación efectivas para el cambio social y de comportamiento. Aunque se han desarrollado múltiples modelos de
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planificación en el campo de la comunicación para el desarrollo y el cambio social, algunos de los cuales se describen en el Módulo Conceptual, solo se incluyen en este módulo los elementos más comunes y genéricos que intervienen en el diseño de una estrategia. Para ello, los autores se han basado en modelos que utilizan una perspectiva socioecológica y se centran particularmente en el papel de la comunicación para facilitar el cambio a nivel individual, comunitario, institucional, social y político. Las características de la perspectiva socioecológica permiten un análisis profundo de situaciones complejas, así como la identificación e implementación de acciones estratégicas de comunicación a todo nivel y/o en el nivel donde más importa." (Visión general, página xiv)
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"The book identifies and explains the unequal power relations in place that limit the possibilities of communication justice, the challenges and difficulties faced by activists and communities, the ways in which communities and movements have confronted power structures through discourse and materia
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l action, and their successes and limitations in creating new structures that promote the right to, and facilitate a future for, communicative justice. The volume features contributions based on experiences of resistance and transformation in the Global South—Bolivia, Ecuador, India, Malawi, and collaborations between the continents of Latin America and Africa—as well as notable studies from the Global North—Japan, Spain, and the United Kingdom—that defy hegemonic models." (Publisher description)
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"Strengthening capacities in communication for development (C4D) and health communication is critical to achieving the Sustainable Development Goals and other global health and development goals. This chapter presents case studies of recent initiatives undertaken by the United Nations Children´s Fu
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nd (UNICEF) to demonstrate how the organization has evolved a multi-prong and multi-level approach to capacity development. The authors review key capacity development concepts and approaches in the literature and analyze UNICEF’s efforts using a capacity development framework developed for the health sector by Crisp, Swerissen and Duckett (2011) to classify the different approaches of capacity development used by UNICEF and understand the measurement areas to assess their progress. The chapter concludes with a reflection on lessons learned from UNICEF’s experience that the authors hope will be of relevance to other institutions and a set of recommendations for policy and practice related to capacity development for C4D and health communication." (Abstract)
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"This book lays out the history of entertainment-education and discusses the boundaries of what counts as entertainment-education and narrative persuasion, includes both authors who work within academia and authors who are practitioners, and chapters focusing on developed and developing countries; d
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raws upon communication principles and theory but prioritizes actionable lessons for how entertainment-education actually works." (Publisher description)
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"This incisive Handbook critically examines the role and place of media and communication in development and social change, reflecting a vision for change anchored in values of social justice. Outlining the genealogy and history of the field, it then investigates the possible new directions and obje
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ctives in the area. Key conclusions include an enhanced role for development communication in participatory development, active agency of stakeholders of development programs, and the operationalization of social justice in development." (Publisher description)
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"This book presents five cases that reflect on the experiences of using practices consistent with the 'Evaluating C4D framework' [published by June Lennie and Jo Tacchi in 2013]. Case studies are important to help move from a set of ideal principles to an understanding of how the framework may be op
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erationalized within the actual realities of development institutions, organizations, and communities. The authors of each chapter focus on a few key principles from the framework and contextualize how they interpreted those principles in relation to various methods, models, and projects. As well as showing the usefulness and opportunities, they illustrate the challenges of balancing the various principles as well as real-world practical needs." (Overview of the book, page 10)
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"This module presents a step-by-step process that will enable members of organisations, or campaigns, interested in improving their visibility and impact, to formulate effective communication strategies for social and behavioural change Chapter One includes elements that help situate the design of t
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he communication strategy within the context of each organisation; including its policies, practices and areas of work. Chapter Two and Three consider the theoretical foundations, paradigms and communication planning models. Chapter Four gives a summary of the different communication strategies and Chapter Five gives an outline of formative research. Chapter Six guides participants, step-by-step, through the design of a communication strategy. Throughout this chapter, participants are introduced to practical worksheets that help synthesise and apply key concepts in each step of the strategy design process. Additionally, references to different components of the Conceptual Module are made, including examples and case studies, which can help participants make decisions at each step of the process." (Overview, page vii)
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"This module provides key conceptual and theoretical elements for participants to gain a deeper understanding of the underlying processes and methodologies that guide the design, implementation and evaluation of a communication strategy. There are many definitions and approaches that vary depending
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upon the type of communication approach, and the specific development and social change issues being addressed. While this is not meant to be an academic text and is purposefully written in a way that is accessible to multiple audiences, it does include relevant academic references for those readers interested in the rich communication for development literature. Chapter One includes a general approach to strategic planning in social organisations. It is expected to help assist understanding of how a communication strategy must be formulated as an integral component of the policies and strategic focus areas of the organisation. Chapter Two briefly discusses key concepts and theoretical shifts around communication, culture, development and social change processes. As communication processes often entail a political perspective, these processes are linked with the goal of strengthening democracy and citizenship, as well as with the achievement of development objectives such as the Sustainable Development Goals and their corresponding targets. This chapter also discusses inclusive perspectives, particularly in relation to gender and human rights. Chapter Three includes a brief history of the evolution of conceptual approaches in the field of communication for development, many of which are derived from important transformations in development efforts over the last 70 years, as well as reformulations of the role played by communication in those processes. Chapters Three and Four introduce key communication models and strategies for social and behaviour change. These chapters emphasise conceptual elements and highlight specific methodological elements that are discussed in detail in the Participant’s Module. Finally, Chapter Five provides core concepts and definitions about designing, implementing and evaluating communication strategies for development and social change, including formative research, strategy design, and monitoring and evaluation. Specific guidance on how to implement each of these steps is provided in the Participant’s Module." (Overview, page vii)
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"This module provides methodological support for the facilitation of workshops aimed at assisting social, community, state and non-governmental organisations in the formulation of communication strategies for development and social change. Facilitators are advised to use this module to plan and prep
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are workshops while making relevant adaptations based on the context in which the workshop will be facilitated, the needs and realities of participants, and the relevant experiences that each facilitator brings to the workshop. This module suggests activities and timeframes, which can be modified according to the availability of resources of the organisation receiving the training, the complexity of communication, social and development issues that constitute the focus of the workshop, or the scope of the strategy to be formulated." (Overview, page vii)
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"The growing emphasis on collective action raises new questions for research and practice in communication for development and social change. What actors drive processes of collective action? What are the communication features of their interventions? What type of social change processes do they enh
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ance? What evidence demonstrates the impact of collective action processes? What theoretical frameworks inform our understanding of collective action and social change? What is the role of communication scholarship in this context? In this article, we address these questions, review the contexts of contemporary transformation and key debates in communication for development and social change, and propose a research agenda for an interdisciplinary field of inquiry." (Abstract)
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"UNICEF and the Government of Montenegro implemented a communication strategy "It's about ability" to challenge the existing, exclusionary practices and promote new, inclusive social norms for children with disability. Drawing on communication for development principles and social norms theory, a 20
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10-2013 nation-wide campaign mobilized disability rights NGOs, parents associations, media and private sector to stimulate inclusive attitudes and practices towards children with disabilities. As a result, the percentage of citizens who find it acceptable for a child with disability to attend the same class with theirs increased from 35 before the campaign to 80 percent at the end of it. Similarly, the percentage of Montenegrin citizens who find it acceptable for a child with disability to be the best friend of their child increased from 22 before the campaign to 51 percent at the end of it. The campaign was participatory, audience-centred and guided by the key communication planning principles." (Abstract)
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"The story of entertainment-education (EE) is that of a highly successful communication strategy that has achieved global recognition as a useful and effective approach to tackling contemporary development challenges. This chapter discusses the observed diversification of the science produced around
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EE. First, it maps out the practice of EE as documented in peer-reviewed publications, book chapters and unpublished theses completed in the period 2002 to early 2010. The chapter then deconstructs the theoretical elements that inform the practice of EE, guided by a series of questions. By unpacking the ontology of EE, the chapter identifies conceptual and practical shortcomings vis-à-vis the development challenges identified in the studies. The main purpose of the chapter is to establish that social change is a concept embedded in theories of development and change, and in social science theory of, for example, social norms, social capital, and social determinants." (Summary)
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"This chapter argues that in order to understand contemporary forms of video activism, we need to extend our analytical scope beyond the confinements of the strategic work of social movement actors. It offers a schematic map of the various fields and disciplines in which video for social change has
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been given analytical attention pointing towards three key approaches and theoretical horizons in the literature. The chapter provides a brief history of video activism by drawing parallels between the early days of analog video cassettes during the so called “Portapak revolution” to the emergence of digital video and online sharing platforms such as YouTube. It provides an introduction to the notion of “radical online video” as a label for identifying and analyzing a broad range of video for change in contemporary online environments. Finally, the chapter broaches a discussion of some of the challenges facing video activism today." (Summary)
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"The Theater for Development (TfD) movement seeks to empower subaltern communities by using their own language and culture to strategize solutions to their problems. This chapter looks at historical and cultural factors in both the pre-colonial and colonial periods, which may have encouraged the ris
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e of TfD. It examines more immediate influences, mostly in the post-colonial period, and how they have created diverse forms of social theater in different continents and regions. After an attempt to elucidate key theories concerning the practice of TfD, the chapter discusses some of its articulations with a broader range of global communications. Arguably the most direct progenitor of TfD can be found in schools and University Drama. One of the major differences between TfD in Africa and in the rest of the Third World lies in patronage, the source of funding and its direct or indirect impact on the ideological stance of theater activists." (Summary)
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"Clear categorization of what is media development and what is communication for development is often problematic and much of this chapter focuses on continuities that exist across the fields whilst acknowledging there are genuine, well-argued, and real reasons why there should be a strong conceptua
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l distinction between the two. There are numerous cross-over organizations, which are clear in their support to both media development and media for development. The delineation between media development and communication for development is blurred. There are many reasons to think that the future will make such distinctions more blurred. The chapter looks at current trends likely to make these distinctions less useful, and suggests a terminology that might be more useful in describing the very real conceptual differences between the two fields." (Summary)
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"This chapter focuses on community radio as one form of community media, and explores how citizens and activists use community radio stations for development and social change, despite the challenges of financial sustainability. First, a brief history of community radio is provided, in an internatio
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nal context; after which the chapter explores various examples of how community radio stations have been used for social change. The chapter also explores how stations having new media technologies are accommodating digital platforms, engaging with listeners via online social networking sites, and using cellphone-based systems of feedback. The chapter concludes with some reflections on the role of radio in creating a space for the formation of publics, and as a tool of resistance." (Summary)
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"This chapter explains the innovative social change strategies that civil society stakeholders, exploring the appropriation and development of information and communications technology (ICT) tools and techniques for the empowerment of ordinary citizens, have sought to develop and carry out in practi
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ce. The chapter addresses the communicative dimension of ICT and social accountability. It looks at a new generation of social accountability practices that through their creation of a solid evidence base seek to facilitate citizens’ direct forms of interaction with public service providers and government officials. The chapter demonstrates that social accountability mechanisms indeed constitute intentional processes of communication for social change and are beneficially studied empirically by the dominant methodological approaches of the communication for social change (C4SC) discipline." (Summary)
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