Communication for Social
Change
Thomas Tufte, Prof.
Roskilde University, Denmark
ttufte@ruc.dk
Presentation given at Malmø University’s ComDev MA,
Modul 3, 19 February 2010
My background
Cultural sociology and media studies
 Audience studies (Latin America & Africa)
 MEDIeA (Media, Empowerment and
Democracy in East Africa
(http:mediea.ruc.dk)
 Ørecomm – a research platform for
 communication and glocal change
(http://orecomm.net)

Introduction
CFSC – defining the field
 CFSC – how to work strategically
 Development Issues
 Key Players
 Examples
 Conceptual strands
 Theoretical Challenges
 Discussion

I have a Dream…
Martin Luther King
Capitol Hill, 1963
Communication for Social
Change
Definition
CFSC is a process of public and private
dialogue through which people themselves
define who they are, what they need and
how to get what they need in order to
improve their own lives. It utilizes dialogue
that leads to collective problem identification,
decision making and community-based
implementation of solutions to development
issues
(Ref: www.communicationforsocialchange)
Development Issues (1)
where media and comm play a role
Good Governance (transparency in
decision-making and in internal and
external communication)
 Health Issues (HIV/AIDS prevention, life
style changes, diabetes, nutrition)
 Sustainable development and Climate
Change (FAO Farmer’s Radio, 1 ton CC
campaign)
 Popular Education (social movements in
Latin America, ie indegenous groups)

Development Issues (2)
where media and comm play a role
Human Rights Violations (campaigns, ie
Amnesty International)
 Conflict Resolution (theatre and sport in
Burundi)
 Trade (EU Sugar Policy: Oxfam Campaign)
 Cultural Heritage (reclaiming urban sites)

Communication for Social Change: what
kinds of interventions
➢
➢
Stimulating community
dialogues
Creating an enabling
information and
communication
environment;
• CFSC approaches
(Malawi)
• FEMINA: Plural media
capable of airing
discordant voices, and
spaces for public dialogue
(Talk shows, FEMINA,
SiMChezo, Pilika Pilika)
➢
Catalysing social change
• Soul City
➢
Promoting accountability
• Access to and sharing
information and
participatory budgeting
Key players…
Governments
 UN/International governmental agencies
 INGOs/NGOs/CBOs
 Social Movements/TANs

North/South
 Local/National/International/Transnational

Catalyst
Voice
Community Dialogue
Decision
Collective Action
Reflection, Assessment, PM&E
Individual Change
Social Change
Connection and Sharing
SOCIETAL IMPACT
CFSC in practice; ADRA Malawi
Strategic project approach
Capacity buiding and empowerment
Community dialogue
Collective action
Dialogue sessions on
individual and community
Advocacy
Community
supportsystems
Individual change
Radio/TV drama and
advocacy programmes
Social change
Societal change
Reduced HIV incidens
Minimalized impact of HIV/AIDS
Increased respect of human rights
From KAP to The Integrated Model

M&E on Individual Behaviour Change: KAP
Studies/Steps to Behaviour Change

M&E on Social Change:
 The
Integrated Model on CFSC
 Most Significant Change (MSC)
Types of Social Change Outcome
Indicators
• Leadership
• Degree and Equity of Participation
• Information Equity
• Collective Self-Efficacy
• Sense of Ownership
• Social Cohesion
• Social Norms
Soul City’s experience
Media monitoring
 Partnership analysis
 National survey
 Sentinel site studies
 Cost efficiency analysis


Three levels of analysis: individual,
community, society
Comunication for
development
1st Generation
2nd Generation
3rd Generation
Definition of the
problem
Lack of information
Lack of information
and skills
Structural inequality
Power relations
Social conflict
Notion of culture
Culture as obstacle
Culture as ally
Culture as ’way of life’
Notion of catalyist
External change agent
External catalyst in
partnership with
the community
Internal community
member
Notion of education
Banking pedagogy
Life skills
Didactics
Liberating pedagogy
Notion of audience
Segments
Target groups
Passive
Participatory
Target groups
Active
Citizens
Active
What are you
communicating
Messages
Messages and
situations
Social issues and problems
Notion of change
Individual behaviour
Social Norms
Individual Behaviour
Social Norms
Structural Conditions
Individual Behaviour
Social Norms
Power relations
Structural Conditions
Expected outcome
Changs of norms and
individual
behaviour
Numerical results
Changs of norms and
individual
behaviour
Public and Private
Debate
Articulation of political and
social processes
Structural Change
Collective Action
Duration of activity
Short Term
Short and Middle term
Mid- and Long term
Communication and Development: New
Theoretical Perspectives
Post–Development
* Issues of voice, questioning the dominant discourse of development
(Escobar, Pieterse 2001/2009)
Radical democracy

Framework on democracy and citizenship (Chantal Mouffe – 1993/2005)
Cultural Studies


Audience Reception Analysis and Sense–Making processes
Telenovelas, storytelling – understanding potential of soap operas
Dialogic Communication and liberating pedagogy (Paulo Freire 1967)
Voice and public discourse


Theory of public sphere (Haberrmas/Thompson/Silverstone/Rosa Maria
Alfaro)
Discourse Analysis
Contemporary Themes in the
ComDev Debate





Development paradigms – increased focus on
citizens, participation, agency
Role of popular culture, narrative and identity
formation
Power issues and (mediated)public sphere
Social movements, TANs
New media
Connecting back to Civil Rights Movement in USA..
Indicators of Social Change
Leadership
 Social Mobilisation
 Participation
 Rhetorics
…


See: Who Measures Change? (Parks et al,
2005)