1 / 32

Conceptual Models and Theories of Change

This study is about the model of communication and social change

sumi5
Download Presentation

Conceptual Models and Theories of Change

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Presentation On Module 3:Conceptual Models and Theories of Change Course Title: Communication for Development Course No:3101 Presented by: Group: 04 3rd year, 1st term Development Studies Discipline, Khulna University

  2. Theories and its Importance in Practice and Research

  3. What is Theory? Theory explains how some aspect of human behavior or performance is organized. It thus enables us to make predictions about that behavior. A theory is a group of linked ideas intended to explain something. A theory provides a framework for explaining observations.

  4. The Relationships among Theory, Research, and Practice. Practice Theory Research

  5. Importance of Theory in Practice and Research Theory provides concepts to name what we observe and to explain relationships between concepts. 2. Theory is to justify reimbursement to get funding and support - need to explain what is being done and demonstrate that it works - theory and research. 3. Theory is to enhance the growth of the professional area to identify a body of knowledge with theories from both within and with out the area of distance learning. 4.The theory also helps us understand what we don't know and, therefore, is the only guide to research.

  6. Communication for Development Theories Edutainment and Folk Media The Multitrack Model Shannon Weaver Model for Communication Behavioral Change Communication Socio-ecological model Social Mobilization Theory Theory of Social Change Advocacy

  7. Social-ecological model(SEM)

  8. Key concept The social-ecological model represents a multifaceted approach to getting people active. The social-ecological model is used to better understand human behavior. It’s interactions with the social and physical environments and the effect of policy decisions made by governments and organizations. It’s claim that individual is embedded within a dynamic social system. Helps to understand the factors affecting behavior and also provides guidance for developing successful programs through social environment.

  9. Why use the social-ecological model? The social-ecological model helps to identify opportunities to promote participation in physical activity by recognizing the multiple factors. It’s influence an individual’sbehavior. Efforts to change behavior are more likely to be successful when the multiple levels of influence are addressed at the same time.

  10. Overview There are many factors that influence a persons engagement with physical activity programs . Understanding these factors allows programmers to develop programs that better ‘fit’ the individual. Previous models of physical activity intervention (such as the Stages of Change model or the “Self Efficacy” model focused solely on the individual. Effective physical activity interventions are multidimensional and understand that not one factor that influences the individual but many.

  11. Socio-ecology : the study of how social structure is influenced by an organism’s environment Example

  12. A Description of Social Ecological Model (SEM) Levels There are Five (5) components that influence the social-ecological model: Individual Interpersonal Community Organizational Policy/Enabling Environment

  13. A Description of Social Ecological Model (SEM) Levels

  14. The Social Ecological Model and Corresponding C4D Approaches Social Ecological Model C4D Approaches

  15. Limitations of the Social Ecological Model Lack of motivation for change in the environment Changing lifestyles can be extremely difficult Not all problem can be prevented Many people are in denial and do not believe they are at risk

  16. Social and behavior change communication (SBCC) SBCC is the systematic application of interactive, theory and research-driven communication processes and strategies that address change at Individual community societal levels. SBCC refers to both social change and behavior change SBCC has evolved from IEC and BCC and employs a more comprehensive approach.

  17. Objectives Social change Behavior change Includes changes in: Human behavior Includes changes in: • Social order and institutions • Social behavior • Norms

  18. IEC to BCC to SBCC: An Evaluation SBCC has evolved from IEC and health education Earlier models used a linear " expert-learner" or "sender-receiver" paradigm to transfer information The focus then shifted to BCC, which emphasizes analysis of behaviors and determinants to affect changes in Knowledge Attitude Practices Now, our focus is SBCC, which employs a more comprehensive approach.

  19. Characteristics of SBCC SBCC is a framework that has three distinct characteristics. SBCC is a process SBCC uses a socio- ecological model SBCC operates through three key strategies

  20. Planning Steps Source: Health Communication partnership JHUCCP (2003)

  21. Strategies There are three key strategies of SBCC are Advocacy to raise resources as well as political and social leadership commitment to development actions and goals Social mobilization for wider participation, coalition building and ownership including community mobilization Behavior change communication (BCC) using mass and social media, community level activities and interpersonal communication for change in knowledge, attitude, and practices among specific audiences.

  22. Strength of SBCC Weakness of SBCC Compensate for inadequate infrastructure or logistics of services Produce sustainable change without support from other program components or program providing services, technology and enforcing regulations and policies • Increase knowledge and awareness • Counter myth and misconception • Promote action • Address barriers • Support or initiate norm change • Demonstrate and allow new skills to be practiced

  23. COMMUNICATION FOR DEVELOPMENT PLANNING MODELS SOURCE:

  24. COMMUNICATION FOR DEVELOPMENT • C4D is the planned and organized use of techniques and means of communication (media or otherwise) in the promotion of development, • through a change of attitude and/or behavior, • through the dissemination of the necessary information and • through encouraging the active and conscious participation of all stakeholders, including the beneficiaries, in the process.

  25. PROCESS OF DRAWING UP OF A COMMUNICATION STRATEGY The design of effective communication strategies can only be done with a blend of • Rigour, • Professionalism, • Team work, • Participation and • Creativity.

  26. PROCESS OF DRAWING UP OF A COMMUNICATION STRATEGY This approach follows the basic precepts of sound planning: • Organize thoughts • Link between activities and resources to anticipated results • Determine the performance indicators and the means of verification • Sharing responsibilities, and communicate clearly, concisely and unambiguously • Adapt to changing situations, and assess risk.

  27. PLANNING MODELS FOR A COMMUNICATION FOR DEVELOPMENT STRATEGY Healthcom’s 5 step management from AED (Academy for Educational Development): 1- Assess 2- Plan 3- Draft, pre-test and produce 4- Deliver 5- Monitor and evaluate.

  28. PLANNING MODELS FOR A COMMUNICATION FOR DEVELOPMENT STRATEGY The P Process of JHU/CCP: 1- Analyze 2- Strategic design 3- Develop, pre-test, review and produce 4- Manage, implement and monitor 5- Evaluate impact.

  29. PLANNING MODELS FOR A COMMUNICATION FOR DEVELOPMENT STRATEGY The Advocacy Planning «A frame» of JHU/CCP: 1- Analysis 2- Strategy 3- Mobilization 4- Action 5- Evaluation 6- Continuity • The AIDSCOM model (AIDS communication) • 1- Evaluate/Plan: Research; Strategies; Pre test; Final Plan • 2- Intervene: Produce; Distribute • 3- Monitor: Audit Process; Evaluate Products; Evaluate Impact.

  30. PLANNING MODELS FOR A COMMUNICATION FOR DEVELOPMENT STRATEGY The 11 Steps of Sylvie COHEN (UNFPA, 1993): 1- Identify the communication and program objectives 2- Select audience groups and order by priority 3- Identify the desired changes in each audience 4- Identify the environmental factors favorable or unfavorable to desired changes 5- Determine the types of IEC activities necessary to provoke changes 6- Present the major thrusts of key messages and their strategies 7- Determine the range of channels of communication 8- Identify organizational and management strategies (including monitoring and evaluation) 9- Calculate the amount of resources necessary for these activities 10- Make a realistic schedule and chronology for all steps 11- Re-examine the strategy, adapt it and let it be adopted.

  31. Reference http://dx.doi.org/10.4135/9781452229737.n10 https://sk.sagepub.com/books/international-and-development-communication https://doi.org/10.1080/02500169508537827 https://www.abebooks.com/9789351502579/Communication-Development-Theory-Practice-Empowerment-9351502570/plp https://www.unicef.org/cbsc/files/Inter-agency_C4D_Book_2011.pdf https://www.academia.edu/8054246/Development_Communication_Theories_Means_and_Methods “Development Communication: Theory and Practice” by Uma Narula “Communication for Development: Theory and Practice for Empowerment and Social Justice” by Srinivas Raj Melkote Behavior Change Communication for the Prevention and Treatment of STDs. Arlington, VA: AIDSCAP/Family Health International, 1997 Bertrand, Jane E. Communications Pre-testing. Chicago: Community and Family Study Center, University of Chicago, Media Monograph 6, 1978

More Related