Академический Документы
Профессиональный Документы
Культура Документы
Civic Action
Current Challenges in Communication for
Development
Communication
for development at a
crossroad
Role of network society and media
developments in the new dynamics
between citizens and decision-makers
Dominant paradigms in communication for
development
Case from Tanzania: civil-society driven
media platform
New opportunities of voice
Todays presentation:
transformation
social
The Crossroads
public
connection
public sphere engagement
citizen journalism
participatory journalism
citizen media
civic engagement
Altering
Leading
Unpacking
Co-evolution
Citizenship:
everyday life
Civic
Citizens
in
Communication Power
Innovation:
Caution:
Dominant Paradigms in
Persuasion
Behaviour
change communication
Social marketing
Information, education and
communication (IEC)
Participatory communication
Communication for social change
Models of communication..
process
Communication Continuum
Diffusion/
Individual
Participatory/
Structural
Diffusion/
Persuasion/
Social Marketing
Information/
Education/
Communication
Behavior
Change
Communication
Social
Ecological
Approach
Communication
For Social
Change
Convergence model
No magic formula
Diversity of frameworks + diversity of strategies
+ multiplicity of interventions = growth of the field =
New conceptual approaches
Entertainment-education
through real life stories
Multi-media platform
exercise
their right to express
themselves,
participate in public
debate & engage in
civil society. (Femina
HIP Logical
Framework, 2007)
FEMA
FEMA.
A glossy
magazine, 64 pages,
170.000 copies
Published
4 x a year.
Targets youth aged
15-24 especially
secondary school
students in every
region of the country
SiMchezo
Si
Mchezo! 32
pages, 170.000
copies.
x a year. Targets
out of school youth
and their
communities
particularly in rural
areas.
Community outreach
programme
reaches
approx. 10 mio of
Tanzanias 42 mio
people
Social
Media Use:
- ChezaSalama
Femina Facebook
SMS-strategy
Outcomes
Continuity
sustains
engagement
Community
mobilization enables
engagement
Young people engage
in journalistic practice
Sparks motivation and
self-confidence
New public spheres
emerge
Accountability
Upward
Accountability:
Gaining political
clout
Balancing social
critique and political
influence
Downward
accountability
Balancing a mass
vehicle for millions
of audiences with
space for personal
engagement
Allowing
Efforts
Citizen Tactics
The
Citizen Media
Thank you!