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Communication Strategies: A Brief Overview

Communication Strategies: A Brief Overview. Roots of Development Communication. Began as development practice did – to ‘modernize’ non-western world. Problematic and criticized because roots problem in less developed country not in the imbalance of power that perpetuates it

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Communication Strategies: A Brief Overview

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  1. Communication Strategies: A Brief Overview

  2. Roots of Development Communication • Began as development practice did – to ‘modernize’ non-western world. • Problematic and criticized because roots problem in less developed country not in the imbalance of power that perpetuates it • Assumption that the ‘western’ model appropriate for all • Historically: development problems rooted in lack of knowledge. Give people info, people will change.

  3. Development Communication • Term first coined in 1970’s by Nora Quebral. • Her latest definition, from 2001: the art and science of human communication linked to a society's planned transformation from a state of poverty to one of dynamic socio-economic growth that makes for greater equity and the larger unfolding of individual potential. • Present day: to raise quality of life, promote justice and equality. Development Communication seen as a catalyst for social development.

  4. Critical Theories 1: Diffusion of Innovation (Rogers) • changes/innovations gradually diffuse into a community • ideas or messages can be a stimulus from which wider social change can take place • the ultimate decision to change is a personal decision.

  5. Critical Theories 2: Stages of Change (Prochaska) • individual change a process, that is common across many cultures • provoking critical thinking and personal reflection rather than tell people what to do • applying stages of change to communications can be more effective (e.g., not calling for action before something is considered as a problem)

  6. Critical Theories 3: Self-Efficacy (Bandura) • the belief one has in oneself and one’s ability to create positive is necessary for any change to take place • recognizing the benefits of positive and empowering concepts as a driver for change in individuals and in communities.

  7. Evolution of Theory into Practice • Social Marketing • Information, Education, Communication • Behavior Change Communication • Communication for Social Change

  8. Social Marketing • Born in 70’s • Same marketing principles used to sell products can be used to sell ideas • Focus on consumer and behaviors as well as product • 4 P’s: Product, price, place, promotion • Individuals/ community seen as consumers, objects of change, not agents of change

  9. Information, Education, Communication • Grew out of health education • If people have accurate and relevant information they will change • Seeking to empower individuals through education to make decisions, modify behavior and improve social conditions

  10. Behavior Change Communication • Seeks to promote positive behaviors for individuals and communities which are appropriate to their settings • Understand people’s situations and provide alternatives, and a supportive environment which will enable people to initiate and sustain positive behaviors. • Often it is left up to the individual to decide whether or not to change

  11. Communication for Social Change • A process of public and private dialogue through which people themselves define who they are, what they need, and how they will work together to get what they want and need in order to improve their lives and their communities. • Believes that success can only be achieved through the meaningful engagement of key stakeholders so local voices are heard and acted on.

  12. Methodologies and Tools Media Advocacy Entertainment – Educate (Edu-tainment) Social Mobilization Strategic Participatory Communication Advocacy Communication Within the 4 Communication Strategies, there are many methodologies and tools that can be used to spread information and contribute to behavior change. IEC Communication for Social Change BCC SocialMarketing

  13. ‘Traditional’ VAW Approaches • Scare tactics • Blaming • Disempowering • Un-dignifying • Showing extreme violence • Women as weak, men as evil • Tries to reach women • Demanding rights

  14. Rethinking VAW Communications: Raising Voices • Recognizes that individual change is essential but goes beyond to promote social change • Introduces and frames issues • Avoids messaging -- stimulates critical thinking • Promotes change by positive example and encouragement • Empowers and persuades • Gets personal, provides options, alternatives • Inclusive, non-confrontational yet challenging • Benefits-based • Recognizes process of change

  15. Reframing the Issue, non-confrontational

  16. Reframing, community involvement, positive, benefits-based

  17. Individual and social change, avoid messaging, provide alternatives

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