Post on 12-Jan-2016
description
Health Comm Health Comm InterventionsInterventions
The Case of Soul CityThe Case of Soul City
Thomas Tufte, Prof.Thomas Tufte, Prof.Roskilde University, DenmarkRoskilde University, Denmark
ttufte@ruc.dk
Emory University, 13 April 2011Emory University, 13 April 2011
Comm Interventions: Comm Interventions: Key players…Key players…
GovernmentsGovernmentsUN/International governmental UN/International governmental
agenciesagencies INGOs/NGOsINGOs/NGOsSocial Movements/TANsSocial Movements/TANs
Edutainment Edutainment – telling stories strategically– telling stories strategically
Entertainment-education is the use of Entertainment-education is the use of entertainment as a communicative entertainment as a communicative practice crafted to strategically practice crafted to strategically communicate about development issues communicate about development issues in a manner and with a purpose that can in a manner and with a purpose that can range from the more narrowly defined range from the more narrowly defined social marketing of individual behaviours social marketing of individual behaviours to the liberating and citizen-driven to the liberating and citizen-driven articulation of social change agendas articulation of social change agendas (Tufte 2005)(Tufte 2005)
Making the Private Public Making the Private Public
Compared with the reality which comes from Compared with the reality which comes from being seen and heard, even the greatest forces being seen and heard, even the greatest forces of intimate life – the passions of the heart, the of intimate life – the passions of the heart, the thoughts of the mind, the delights of the senses thoughts of the mind, the delights of the senses – lead to an uncertain, shadowy kind of – lead to an uncertain, shadowy kind of existence unless and until they are existence unless and until they are transformed, deprivatized and deindividualized, transformed, deprivatized and deindividualized, as it were, into a shape to fit them for public as it were, into a shape to fit them for public appearance. The most current of such appearance. The most current of such transformations occurs in storytelling… transformations occurs in storytelling… (Hannah Arendt, The Human Condition, 1958: (Hannah Arendt, The Human Condition, 1958: 50)50)
Coping StrategyCoping Strategy
Storytelling is a coping strategy that involves Storytelling is a coping strategy that involves making words stand for the world, and then, by making words stand for the world, and then, by manipulating them, changing one’s experience of manipulating them, changing one’s experience of the world. By constructing, relating and sharing the world. By constructing, relating and sharing stories, people contrive to restore viability to the stories, people contrive to restore viability to the relationship with others, redressing a bias toward relationship with others, redressing a bias toward autonomy when it has been lost, and affirming autonomy when it has been lost, and affirming collective ideals in the face of disparate collective ideals in the face of disparate experiences. It is not that speech is a replacement experiences. It is not that speech is a replacement for action: rather that it is a supplement, to be for action: rather that it is a supplement, to be exploited when action is impossible or confounded exploited when action is impossible or confounded (Michael Jackson, 2002: 18)(Michael Jackson, 2002: 18)
Soul City Soul City - working principles- working principles
Edutainment as strategic focusEdutainment as strategic focus On-going since 1994On-going since 1994 BrandedBranded High qualityHigh quality Multi-mediaMulti-media Research-drivenResearch-driven Training and educational componentsTraining and educational components Strategic partnerships (NVAW)Strategic partnerships (NVAW) Community mobilizingCommunity mobilizing Advocacy on several levelsAdvocacy on several levels
Example: Soul City Example: Soul City
HIV/AIDS + Domestic ViolenceHIV/AIDS + Domestic Violence
Which change process do you Which change process do you wish to create/articulatewish to create/articulate??
Individual ChangeIndividual Change Knowledge Skills Attitudes Practices
Social ChangeSocial Change Leadership Degree and Equity
of Participation Information Equity Collective Self-
Efficacy Sense of Ownership Social Cohesion Social Norms
Communication and Development: New Communication and Development: New
Theoretical PerspectivesTheoretical Perspectives Post–DevelopmentPost–Development
* Issues of voice, questioning the dominant discourse of * Issues of voice, questioning the dominant discourse of developmentdevelopment
Radical democracy Radical democracy Framework on democracy and citizenship (Chantal Mouffe – Framework on democracy and citizenship (Chantal Mouffe –
1993/2005)1993/2005)
Cultural StudiesCultural Studies Audience Reception Analysis and Sense–Making processes Audience Reception Analysis and Sense–Making processes Telenovelas, storytelling – understanding potential of soap operasTelenovelas, storytelling – understanding potential of soap operas
Dialogic Communication and liberating pedagogyDialogic Communication and liberating pedagogy (Paulo Freire (Paulo Freire 1967)1967)
Voice and public discourseVoice and public discourse Theory of public sphere (Habermas/Thompson/Rosa Maria Alfaro)Theory of public sphere (Habermas/Thompson/Rosa Maria Alfaro) Discourse AnalysisDiscourse Analysis
Contemporary Themes in theContemporary Themes in theComDev Debate ComDev Debate
Development paradigms – increased focus Development paradigms – increased focus on citizens, participation, agencyon citizens, participation, agency
Role of popular culture, narrative and Role of popular culture, narrative and identity formationidentity formation
Power issues and (mediated)public spherePower issues and (mediated)public sphere Social movements, TANsSocial movements, TANs New mediaNew media
Edutainment 1st Generation 2nd Generation 3rd Generation
Definition of the problem
Lack of information Lack of information and skills
Structural inequalityPower relationsSocial conflict
Notion of culture Culture as obstacle Culture as ally Culture as ’way of life’
Notion of catalyist External change agent External catalyst in partnership with the community
Internal community member
Notion of education Banking pedagogy Life skillsDidactics
Liberating pedagogy
Notion of audience SegmentsTarget groupsPassive
ParticipatoryTarget groupsActive
CitizensActive
What are you communicating
Messages Messages and situations
Social issues and problems
Notion of change Individual behaviourSocial Norms
Individual BehaviourSocial NormsStructural Conditions
Individual BehaviourSocial NormsPower relationsStructural 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 ChangeCollective Action
Duration of activity Short Term Short and Middle term Mid- and Long term
Diffusion model
Definition of communication: information transfer - verticalDefinition 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 interventionsModernization Social marketingDiffusion of innovations Entertainment-
education
Participatory model
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 interventionsSocial change/praxis (Freire) Empowerment educationSocial mobilization/activism Participatory Action
ResearchRapid Participatory
AppraisalCommunity Involm. in
Health
Communication for Social Communication for Social ChangeChangeDefinition Definition
CFSC is a process of public and private CFSC is a process of public and private dialogue through which people dialogue through which people
themselves define who they are, what themselves define who they are, what they need and how to get what they they need and how to get what they need in order to improve their own need in order to improve their own
lives. It utilizes dialogue that leads to lives. It utilizes dialogue that leads to collective problem identification, collective problem identification,
decision making and community-based decision making and community-based implementation of solutions to implementation of solutions to
development issuesdevelopment issues (Ref: www.communicationforsocialchange) (Ref: www.communicationforsocialchange)