By Thomas Tufte, Roskilde University
Presentation given at Nordic-Kenyan PhD Seminar
3-9 May 2014, Eldoret, Kenya
In 25 mins…
Introduction
Established Paradigms
3 Ways of Approaching
ComDev
Insisting on a ‘Citizen
Perspective’
Game-Changing Factors
Diffusion Paradigm
Definition of communication: information transfer - vertical
Definition of development communication: information dissemination
via mass media
 Problem:
 Solution:
lack of information
information transfer: Knowledge  Attitudes 
Practice
 Goal: outcome oriented: behavior change
Frameworks:
Modernization
Diffusion of innovations
Types of interventions
Social marketing
Entertainment-education
Participatory Paradigm
Definition of communication: information exchange/dialogue horizontal
Definition of development communication: grassroots participation via group
interaction
 Problem:
 Solution:
 Goal:
structural inequalities/local knowledge ignored
information exchange/ participation
process-oriented: empowerment, equity, community
Frameworks:
Social change/praxis (Freire)
Social mobilization/activism
Types of interventions
Empowerment education
Participatory Action Research
Rapid Participatory Appraisal
Community Involm. in Health
3 perspectives upon ComDev
 Political economy of the field: Six schools of thought
 Three generations of ComDev
 The ‘Convergence Model’
Six Schools of Thought
 Latin American School;
 Bretton Woods School;
 Los Baños School;
 African School;
 Indian School;
 Post-Freire School: and Participatory Development
 Communication
(Manyozo 2004, 2006, 2012)
Communication 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
Ext.catalyst in partnership
w. 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
Indiv. 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
CfD - Multiple Approaches (Obregon & Mosquera, 2005)
Communication Continuum
Diffusion/
Individual
Participatory/
Structural
Diffusion/
Persuasion/
Social Marketing
Information/
Education/
Communication
Behavior
Change
Communication
Social
Ecological
Approach
Communication
For Social
Change
Convergence model
No magic formula
Diversity of frameworks + diversity of strategies
+ multiplicity of interventions = growth of the field =
New conceptual approaches
Common Traits
- they all emerge from the institutionalized practice of
communication: logic of thinking of an organization/system
in which broader and deeper questions of development and
social change often are left aside
- they all tend to contain an implicit imperative of predefined
goals.
- to reach these predefined goals, the have a common concern
for strategic communication which entails a systematic
approach to the whole communication process.
- Finally and most importantly, they all have a normative
framing of development, committed to common concern of
social justice, equity and human rights.
Insisting on a ‘citizen perspective’
Invited Spaces of
Participation
Claimed Spaces of
Participation
Top-Down
Communication
Diffusion
Institutions
‘Hierarchical social
communicating with movements’
citizens/audiences
Bottom-Up
Communication
Participation
Institutions
‘Leaderless’ social
organizing
movements
community dialogue
sessions
CBOs
1. The Growth and Expansion of Civil
Society
- A (global) process over 25 years
- An evolution of the roles of civil society, with a growing
emphasis on accountability issues.
- The roles have evolved from
-
the classic role of complementing government (mid/late 80ies)
a strong emphasis on civil society development associated with
democracy and governance issues (early 1990ies)
- emphasis on good governance, legitimacy and establishing selfregulating mechanisms (late 1990ies)
- the return of supremacy of the state (since early 2000s) and
- a human rights-based approaches that focuses on balancing
multiple responsibilities to different stakeholders, using a variety
of approaches
2. The Emergence of a New Generation of
Social Movements
Classical Social Movements of the Industrial Age
New Social Movements (last 60ies/early 70ies and
onwards)
A new generation of social movements across the globe
– questioning the dominant neo-liberal development
paradigm.
3. Changing Political Economy of the
Development ‘Industry’ and New Development
Paradigms Emerging
 New agents of change – new stakeholders, from
private sectors’ CSR initiatives, the Chinese and other
governments…and the general privatization of
development cooperation in the form of a growing
influence of private foundations as Bill and Melinda
Gates, Clinton, Soros, and many others.
 Changing development paradigms – Buen Vivir,
Gross National Happiness, Confucianism, triple or
quadruple bottom lines, etc…Post-colonial discourses
od development.
4. Media Development and the Diffusion of New
Information and Communication Technologies
A lot going on – new relations emerging between
decision makers and citizens, media and activists and
between online and offline spaces of participation.
New contexts
New stakeholders
New socio-cultural and political-economic dynamics
New Subjectivities
New Paradigm(s)?