Research Paradigms in Communication for Development and Social Change - 3 perspectives

1. Research Paradigms in Communication for Development and Social Change- 3 perspectives By Thomas Tufte, Roskilde University Presentation given at Nordic-KenyanPhD Seminar 3-9 May 2014, Eldoret, Kenya

2. In 25 mins… Introduction EstablishedParadigms 3 Ways of ApproachingComDev Insisting on a ‘Citizen Perspective’ Game-Changing Factors

3. Diffusion Paradigm Definition of communication: information transfer - vertical Definition of development communication: information dissemination via mass media • Problem: lack of information • Solution: information transfer: Knowledge  Attitudes  Practice • Goal: outcome oriented: behavior change Frameworks:Types of interventions Modernization Social marketing Diffusion of innovations Entertainment-education

4. Participatory Paradigm Definition of communication: information exchange/dialogue - horizontal Definition of development communication: grassroots participation via group interaction • Problem: structural inequalities/local knowledge ignored • Solution: information exchange/ participation • Goal: process-oriented: empowerment, equity, community Frameworks:Types of interventions Social change/praxis (Freire) Empowerment education Social mobilization/activism Participatory Action Research Rapid Participatory Appraisal Community Involm. in Health

5. 3 perspectives upon ComDev • Politicaleconomy of the field: Sixschools of thought • Three generations of ComDev • The ‘Convergence Model’

6. Six Schools of Thought • Latin American School; • Bretton Woods School; • Los Baños School; • African School; • Indian School; • Post-FreireSchool: and Participatory Development • Communication (Manyozo 2004, 2006, 2012)

9. 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.

10. Insisting on a ‘citizenperspective’

11. 4 game-changing factors

12. 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 self-regulating 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

13. 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.

14. 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 – BuenVivir, Gross National Happiness, Confucianism, triple or quadruple bottom lines, etc…Post-colonial discourses od development.

15. 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.

16. Conclusion New contexts New stakeholders New socio-cultural and political-economic dynamics New Subjectivities New Paradigm(s)?