Communication for
Social Change (CFSC):
Modeling
Social Mobilization to
Support
Development
Outline of presentation
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Background
A Model of Social Mobilization
Components of the model
Synergy, impacts and outcomes
Applying the model
Definitional issues:
CFSC - “a process of public and private
dialogue through which people define who
they are, what they want and how they can
get it.”
 Social Change the transformation of the
overall structure represented by the change
in the distribution of resources (educational,
economic, power, discursive)
 “Participatory” enabling people to critically
decide where they want to go and how, and
increasing community organization for
collective action
 Community - A collection of individuals with
a shared agenda for change.
Early communication models
(1960’s)
Audience: Individuals
Messages: Top Down
• The Diffusion of Inovations
sets the stage (Rogers, 1962)
• Persuasive messages = direct and uniform
impact producing a climate of acceptance
of innovation.
• Mass media seen as “magic” multipliers
of development benefits
Later Communication models
(1970’s)
Audience: “Communities”
Message: Locally developed
• Emphasis on active participation, selfdetermination, self-reliance, sustainability
• The Pedagogy of the Oppressed sees the
light (Freire, 1970)
Changing the paradigm:
Rockefeller premises of CFSC Conferences,
1998, 1999, 2000
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Sustainability; community owns the
process and content of communication
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CFSC empowering, horizontal
communication
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Communities are agents of their change
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From persuasion to dialogue and debate
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Shift in outcomes will include; social
norms, culture, and supportive
environment
Communication for
Social Change Model
Integrated Model of CFCS
Catalyst
Community Dialogue
Collective Action
Individual
Outcomes
Social
Outcomes
Societal Impact
Figueroa & Kincaid, 2/2001
External
Constraints
and
Support
Stimulating Social Change:
The Beginning
The Catalyst for change: identifies
the problem or the solution to
an unrecognized problem
Internal Stimulus
Change Agent
Policies
Technology
Innovation
Mass Media
Integrated Model of CFSC
Identification/
Involvement
of Leaders &
Stakeholders
Clarify
Perceptions
Disagreement
Action
Plan
Consensus
on Action
Expression
of Individual
& Shared
Interests
Vision of
the Future
Conflict-Dissatisfaction
Options for
Action
Setting
Objective
Assessment
of Current
Status
Collective Action
Assignment of
Responsibilities
• Individuals
• Existing Community
Groups
• New Community
Task Forces
• Others
Mobilization
of
Organization(
s)
• Media
• Health
• Education
• Religious
• Other
Implementation
Outcomes
Social
&
Individual
Participatory
Evaluation
• Outcomes vs.
Objectives
Value for Continual Improvement
Recognition
of a Problem
External Constraints and Supports
Community Dialogue
Individual Outcomes
•Skills
• Ideation
Knowledge, Attitudes, Perceived
Risk, Subjective Norms, Self-Image,
Emotion, Self-Efficacy, Social
Influence, & Personal Advocacy
• Intention
• Behavior
Social Outcomes
 Leadership
 Degree & Equity of Participation
 Information Equity
Shared Ownership
 Collective Efficacy
 Social Capital
- Trust & Social Reciprocity
- Network Cohesion
 Equitable Access to Resources
Value for Continual Improvement
Interaction of Individual and
Social Outcomes on Health
Individual Health Behavior Change
NO
Collective
Change
YES
NO
YES
Maintenance
of the status
quo
Limited
Health
Improvement
Increased
potential for
health
improvement
Self-sustained
health
improvement
The Bottom Line?
Individual Change +
Social Change =
Social Development
and Greater Human Capital to
drive future development
Applying the CFSC Model
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Evaluation
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A “community” screening tool – to
Social/Community/Participatory
mobilization (Design purpose)
identify communities with sufficient
change structures for interventions to
achieve impacts and outcomes.
A project design template
 A framework for expanded
theoretical development
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CFSC Reference Material Sources
•How to Mobile Communities for Social Change:
http://www.hcpartnership.org/Publications/Field_Gui
des/Mobilize/htmlDocs/cac.htm
•Commuincation for social change: An integrated
model for measuring the process and its outcomes
http://www.phishare.org/documents/JHUCCP/209/
or
http://www.rockfound.org/Documents/540/socialcha
nge.pdf
Thank You
and Thanks to the Rockefeller Foundation for its
support
“Those who authentically commit themselves to the
people must re-examine themselves constantly.”
“… they almost always bring with them the marks of
their origin: their prejudices and their
deformations, which include a lack of confidence in
the people’s ability to think, to want and to know.”
Paulo Freire, 1970
Lawrence Kincaid
Maria Elena Figueroa
Gary Lewis
Revised Model of the Convergence Model
with Emotional Response
PSYCHOLOGICAL
REALITY
A
Interpreting
PHYSICAL
REALITY
INFORMATION
Perceiving
PSYCHOLOGICAL
REALITY
B
Perceiving
Feelings
Feelings
Action
Action
Emotional
Response
Understanding
Interpreting
Emotional
Response
Collective
Action
Believing
Believing
Mutual
Agreement
MUTUAL
UNDERSTANDING
SOCIAL REALITY
and RELATIONSHIP
A&B
Understanding