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Communication for Social Change (CFSC):. Modeling Social Mobilization to Support Development. Outline of presentation. Background A Model of Social Mobilization Components of the model Synergy, impacts and outcomes Applying the model. Definitional issues:.

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communication for social change cfsc
Communication for Social Change (CFSC):

Modeling

Social Mobilization to

Support

Development

outline of presentation
Outline of presentation
  • Background
  • A Model of Social Mobilization
  • Components of the model
  • Synergy, impacts and outcomes
  • Applying the model
definitional issues
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 Changethe 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, andincreasing community organization for collective action
  • Community - A collection of individuals with a shared agenda for change.
slide4

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
slide5

Later Communication models (1970’s)

Audience: “Communities”

Message: Locally developed

  • Emphasis on active participation, self-determination, self-reliance, sustainability
  • The Pedagogy of the Oppressed sees the light (Freire, 1970)
changing the paradigm rockefeller premises of cfsc conferences 1998 1999 2000
Changing the paradigm:Rockefeller premises of CFSC Conferences,1998, 1999, 2000
  • Sustainability; community owns the process and content of communication
  • CFSC empowering, horizontal communication
  • Communities are agents of their change
  • From persuasion to dialogue and debate
  • Shift in outcomes will include; social norms, culture, and supportive environment
integrated model of cfcs
IntegratedModel of CFCS

Catalyst

External Constraints and

Support

Community Dialogue

Collective Action

Individual

Outcomes

Social

Outcomes

Societal Impact

Figueroa & Kincaid, 2/2001

stimulating social change the beginning
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
Integrated Model of CFSC

Community Dialogue

Expression of Individual & Shared Interests

Clarify Perceptions

Recognition of a Problem

Identification/ Involvement of Leaders & Stakeholders

Vision of

the Future

Conflict-Dissatisfaction

Disagreement

External Constraints and Supports

Action Plan

Value for Continual Improvement

Consensus

on Action

Options for Action

Setting

Objective

Assessment of Current Status

Collective Action

Mobilization of Organization(s)

Assignment of Responsibilities

Outcomes

Social

& Individual

Participatory Evaluation

Implementation

  • Outcomes vs.
  • Objectives
  • Individuals
  • Existing Community
  • Groups
  • New Community
  • Task Forces
  • Others
  • Media
  • Health
  • Education
  • Religious
  • Other
individual outcomes
Individual Outcomes
  • Skills
  • Ideation
  • Knowledge, Attitudes, Perceived
  • Risk, Subjective Norms, Self-Image,
  • Emotion, Self-Efficacy, Social
  • Influence, & Personal Advocacy
  • Intention
  • Behavior
slide12

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
Interaction of Individual and Social Outcomes on Health

Individual Health Behavior Change

NO

YES

Limited

Health Improvement

Maintenance

of the status quo

NO

Collective

Change

Increased potential for health improvement

Self-sustained health improvement

YES

the bottom line
The Bottom Line?

Individual Change +

Social Change =

Social Development

and Greater Human Capital to drive future development

applying the cfsc model
Applyingthe CFSCModel
  • Evaluation Social/Community/Participatory mobilization (Design purpose)
  • A “community” screening tool – to identify communities with sufficient change structures for interventions to achieve impacts and outcomes.
  • A project design template
  • A framework for expanded theoretical development
cfsc reference material sources
CFSC Reference Material Sources
  • How to Mobile Communities for Social Change:
    • http://www.hcpartnership.org/Publications/Field_Guides/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/socialchange.pdf

thank you and thanks to the rockefeller foundation for its support
Thank Youand 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

slide19

RevisedModel of the Convergence Model

with Emotional Response

PSYCHOLOGICAL

REALITY

A

PHYSICAL

REALITY

PSYCHOLOGICAL

REALITY

B

INFORMATION

Interpreting

Perceiving

Perceiving

Interpreting

Feelings

Feelings

Action

Action

Emotional

Response

Emotional

Response

Collective

Action

Understanding

Believing

Believing

Understanding

Mutual

Agreement

MUTUAL

UNDERSTANDING

SOCIAL REALITY

and RELATIONSHIP

A & B