Modeling Social Mobilization to Support Development

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: 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 Change the 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, and increasing community organization for collective action  Community - A collection of individuals with a shared agenda for change.

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

Later Communication models (1970’s) Audience: “Communities” Message: Locally developed • Emphasis on active participation, selfdetermination, self-reliance, sustainability • The Pedagogy of the Oppressed sees the light (Freire, 1970)

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

Communication for Social Change Model

Integrated Model of CFCS Catalyst

Community Dialogue

Collective Action

Individual Outcomes

Social Outcomes

Societal Impact Figueroa & Kincaid, 2/2001

External Constraints and Support

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 Identification/ Involvement of Leaders & Stakeholders

Clarify Perceptions

Disagreement

Action Plan

Consensus on Action

Expression of Individual & Shared Interests

Vision of the Future

Conflict-Dissatisfaction

Options for Action

Setting Objective

Assessment of Current Status

Collective Action Assignment of Responsibilities • Individuals • Existing Community Groups • New Community Task Forces • Others

Mobilization of Organization( s) • Media • Health • Education • Religious • Other

Implementation

Outcomes Social & Individual

Participatory Evaluation • Outcomes vs. Objectives

Value for Continual Improvement

Recognition of a Problem

External Constraints and Supports

Community Dialogue

Individual Outcomes

•Skills • Ideation Knowledge, Attitudes, Perceived Risk, Subjective Norms, Self-Image, Emotion, Self-Efficacy, Social Influence, & Personal Advocacy • Intention • Behavior

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 Individual Health Behavior Change

NO Collective Change

YES

NO

YES

Maintenance of the status quo

Limited Health Improvement

Increased potential for health improvement

Self-sustained health improvement

The Bottom Line? Individual Change + Social Change = Social Development and Greater Human Capital to drive future development

Applying the CFSC Model 

Evaluation



A “community” screening tool – to

Social/Community/Participatory mobilization (Design purpose)

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

•How to Mobile Communities for Social Change:

http://www.hcpartnership.org/Publications/Field_Gui des/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/socialcha nge.pdf

Thank You and 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

Revised Model of the Convergence Model with Emotional Response PSYCHOLOGICAL REALITY A Interpreting

PHYSICAL REALITY

INFORMATION

Perceiving

PSYCHOLOGICAL REALITY B Perceiving

Feelings

Feelings

Action

Action Emotional Response

Understanding

Interpreting

Emotional Response

Collective Action Believing

Believing Mutual Agreement MUTUAL UNDERSTANDING

SOCIAL REALITY and RELATIONSHIP A&B

Understanding