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Voice, Citizenship andVoice, Citizenship and
Civic ActionCivic ActionCurrent Challenges in Communication forCurrent Challenges in Communication for
DevelopmentDevelopment
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Todays presentation:Todays presentation:
Communication for development at acrossroadRole of network society and media
developments in the new dynamicsbetween citizens and decision-makersDominant paradigms in communication for
developmentCase from Tanzania: civil-society driven
media platformNew opportunities of voice
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The CrossroadsThe Crossroads
transformation of the relation betweenproduction of media content technology
and audiences
social media have altered the relation
between sender and receiver incommunication processes!
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ComDev on the moveComDev on the move
public connectionpublic sphere engagementcitizen "ournalismparticipatory "ournalismcitizen media
civic engagement
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Civil Societydriven !ediaCivil Societydriven !edia
"latforms"latforms
#ltering relations between decision-makers and citizens$
%eading to new spaces of deliberation andpublic debate criti&ue and civic action$
'npacking the processes of empowerment
and citizen participation$
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Communication, Citizenship andCommunication, Citizenship and
Social ChangeSocial Change
Co-evolutionof new and old media
Citizenship: a social practice grounded ineveryday life
Civic action: active manifestation of citizens
as claimants of development
Citizens as media producers citizen"ournalists bloggers
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Communication "o#erCommunication "o#er
in a world marked by the rise of mass self-communication,social movements and
insurgent politics have a chance to enter thepublic spacefrom multiple sources. By usingboth horizontal communication networks andmainstream media to convey their images andmessages, they increase their chances ofenacting social and political change even ifthey start from a subordinate position ininstitutional power, financial resources, orsymbolic legitimacy(Castells )**+! ,*)
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$nnovation and Caution$nnovation and Caution
.nnovation: social media offer us a newcommunication model: dynamic and
interactive
Caution: The media don/t drive social
change! The sentiment of e0clusion is thedriving force!
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Dominant "aradigms inDominant "aradigms in
Development 1upport Communication ('N23#4 Development Communication (%os 5anos 5ehaviour Change Communication (6ublic 7ealth .nformation 8ducation and Communication 6articipatory Communication #lternative Comm (%atin #merican 1cholars Communication for Development Communication for 8mpowerment ('ND6
Communication for 1ocial Change Comm for 1ocial and 1tructural Change (1ervaes Comm for 1ocial and 1ustainable Change 1ocial and 5ehaviour Change Comm C9D ('N.C83
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!odels of communication%%!odels of communication%%
6ersuasion5ehaviour change communication1ocial marketing.nformation education and
communication (.8C
6articipatory communicationCommunication for social change
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Communication for SocialCommunication for Social
ChangeChange
process of public and private dialoguethrough which people themselves define
who they are what they need and how toget what they need in order to improvetheir own lives! .t utilizes dialogue thatleads to collective problem identification
decision making and community-basedimplementation of solutions todevelopment issues/(www!communicationforsocialchange!org
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CfD - Multiple ApproachesCfD - Multiple Approaches(Obregon & Mosquera, 2005)(Obregon & Mosquera, 2005)
Diffusion/
Individual
Participatory/
Structural
Diffusion/
Persuasion/
Social Marketing
Information/
Education/
Communication
Behavior
Change
Communication
Social
Ecological
Approach
Communication
or Social
Change
Convergence model
!o magic formula
Diversity of frame"orks # diversity of strategies
# multiplicity of interventions $ gro"th of the field $
!e" conceptual approaches
Communication Continuum
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Civil Societydriven !edia "latformsCivil Societydriven !edia "latformsThe case of &emina '$"The case of &emina '$"
Tanzanian N;4
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&emina '$" ()*ectives&emina '$" ()*ectives
To )uild supportiveenvironments in Tanzaniawhere:
>oung people in their
communities en"oy theirright to access information? services and areempowered to makepositive informed choicesaround se0uality and leadhealthy lifestyles in orderto reduce the negativeimpact of 7.@2#.D1!
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&emina '$" ()*ectives&emina '$" ()*ectives
To )uild supportiveenvironments inTanzania where:
Communities e0ercisetheir right to e0pressthemselvesparticipate in publicdebate ? engage incivil society! (3emina7.6 %ogical3ramework )**A
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&+!A&+!A
38=#! # glossymagazine B9 pages
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Si!chezoSi!chezo
1i =chezo ,)pages
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!ulti !edia "latform!ulti !edia "latform
"ilia "ilia! # radio soapopera! 9 0 week!
&+!A Tv Tal Sho#%7alf Ehour talk show national T@ 9times a week!
ChezaSalama (play safe/!.nteractive website! 3irst ofits kind in Tanzania!
-.// &emina Clu)s in
schools and communities Community outreach
programme
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0each and Social !edia0each and Social !edia
3emina reachesappro0!
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(utcomes(utcomes
Continuity sustainsengagement
Communitymobilization enables
engagement>oung people engage
in "ournalistic practice1parks motivation and
self-confidenceNew public spheresemerge
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Accounta)ilityAccounta)ility
'pward#ccountability:F ;aining political
cloutF 5alancing socialcriti&ue and politicalinfluence
DownwardaccountabilityF 5alancing a mass
vehicle for millionsof audiences withspace for personalengagement
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1hy voice matters1hy voice matters the role of media and technology in carving out space the role of media and technology in carving out space
#llowing voice in public for a vastly
increased range of people# greatly increased mutual awareness of
these new voices
New scales of organisation'nderstanding what spaces are re&uiredfor political organizationNew forms of listening
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Citizen TacticsCitizen Tactics
8fforts made by ordinary peple to createspaces for themselves overcoming power
structures to which they are sub"ected
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Citizen !ediaCitizen !edia
The term /citizens media/ implies first that acollectivity is enacting its citizenship by actively
intervening and transforming theestablished mediascape: second that thesemedia are contesting social codes,legitimized identities and institutionalized
social relations: and third that thesecommunication practices are empowering thecommunity involved to the point where thesetransformations and changes are possible(Rodriguez )**
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Thank you
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