Looking for alternatives to theories and practices
that presume rationality and prediction
Karen Greiner
“Sustainable societies” Post doctoral fellow
University of South Florida, Department of Communication
kgreiner@usf.edu, kgreiner@gmail.com
April 15, 2011
Presentation road map
1. The connection between theory, practice, measurement & financing.
2. Widely used theories and approaches
3. How these theories are often used in practice
4. Why alternatives are needed: Case study: Family planning in Sudan.
5. Alternative practices exist, but alternative theories are lacking
6. Alternative practice 1: Case study Scenarios from Africa
7. Alternative practice 2: Case study: PDEV Niger/Chad
8. Final thoughts, questions, discussion
The connection between theory,
practice, measurement & financing
Use of theory
assuming
controlling and
prediction
Continued
financing
Demonstrated
results as
planned?
Practice: IEC,
Social
Marketing, EE
Measure impact
based on
individual pretest baseline
Assumptions of widely used theories and approaches
•
Health Belief Model: Perceptions of threat, susceptibility,
barriers/benefits
•
Theory of reasoned action: Relationship between behavior and
beliefs, attitudes, and intention
•
Extended parallel process model (EPPM): Responses to
threat: danger control vs. fear control
•
Stages of change: Motivations and readiness for change along a
continuum
•
Social learning theory: Modeling of behavior and concepts of
self-efficacy and collective efficacy
How these theories are often used in practice
•
Health Belief Model: Influence perceptions of threat,
susceptibility, barriers/benefits. IEC campaigns, Social
marketing, EE.
•
Theory of reasoned action: Influencing attitude to affect
intention and behavior: IEC, social marketing, EE
•
Extended parallel process model (EPPM): Fear appeal
campaigns
•
Stages of change: Research to identify and influence “stages”
in smoking cessation process: tailor messages to different
stages.
•
Social learning theory: Modeling of behavior, self-efficacy
and collective efficacy. Entertainment education, social
marketing, IEC to disseminate information about products and
resources
Why alternatives are needed:
Case study: Family planning in Sudan
•
Entertainment education radio soap opera
•
Major themes: female reproductive health, birth spacing,
HIV/Prevention.
•
Themes provided by U.S. based project staff, script written by
Sudanese writers.
•
Modeling desired behavior through positive and transitional
characters, modeling consequences of undesired behavior
through negative character.
Graphic representation of intervention
(The “stone” model)
EE radio
soap opera
Diffusion of messages
Solid and “closed” – it is thrown and presumably “makes ripples”
Qualitative evaluation:
participatory sketching and photography
Alternative practices exist,
but alternative theories are lacking
Alternative practice 1: The contest
• Global Dialogues: Scenarios from Africa
Alternative practice 2: The interactive dialogue loop
• Equal Access: Peace and Development Project
(PDEV) Niger/Chad
Scenarios from Africa
(The “sponge” model)
Youth scripts
Youth scripts
Short films
about
HIV/AIDS
Diffusion of films
Youth scripts
It is “porous” - Open to input that shapes intervention
Equal Access PDEV
(The interactive dialogue loop)
Stakeholder
workshops
Weekly radio
shows
Listening groups
SMS - Frontline
It is “porous” - Open to input, before, during and after
Final thoughts, questions/discussion
1. The connection between theory, practice, measurement & financing.
2. Widely used theories and approaches
3. How these theories are often used in practice
4. Why alternatives are needed: Case study: Family planning in Sudan.
5. Alternative practices exist, but alternative theories are lacking
6. Alternative practice 1: Case study Scenarios from Africa
7. Alternative practice 2: Case study: PDEV Niger/Chad
8. Final thoughts, questions, discussion
Resources:
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An overview of theories used by the National
Institutes of Health
Alternative forms of measurement (Cultural
scorecards, in Spanish)
Alternative forms of measurement (MSC
technique, in Spanish)
Case study – Scenarios from Africa
Case study – Puntos de Encuentro, Nicaragua
“Invitational” social change
The use of entertainment education to promote
dialogue
Bibliography (selection)
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Chambers, Robert. Whose Reality Counts?: Putting the First Last.
London: Intermediate Technology Publications, 1999.
Estrella, Marison. Learning from change: Issues and experiences
in participatory monitoring and evaluation. London: ITDG
publishing, 2000.
Jackson, Edward and Yusuf Kassam. Knowledge shared:
Participatory evaluation in development cooperation. Ottawa:
Kumarian press, 1998.
Rogers, Everett M. “Communication and Development: The
Passing of the Dominant Paradigm.” Communication Research 3,
(1976): 121-148.
Westley, Frances, Brenda Zimmerman and Michael Quinn Patton.
Getting to Maybe: How the World is Changed. Toronto: Vintage
Canada. 2006.