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Participatory Communication for Social Change

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The presentation is on the Participatory communication and its methods and tools.

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Participatory Communication for Social Change

  1. 1. Commonwealth Educational Media Centre for Asia Participatory Communication in Social Change Dr Ankuran Dutta Programme Officer CEMCA, New Delhi
  2. 2. Prologue “there is possibly a valid reason why we have two ears, but only one mouth. Communication between people thrives not on the ability to talk fast, but the ability to listen well. People are ‘voiceless’ not because they have nothing to say, but because nobody cares to listen to them. Authentic listening fosters trust much more than incessant talking.” - Jan Servaes & Patchanee Malikhao
  3. 3. Understanding Participation As Jan and Patchanee mentioned, participation necessitates listening, and moreover, trust, will help reduce the social distance between communicators and receivers, between teachers and learners, between leaders and followers as well as facilitate a more equitable exchange of ideas, knowledge and experiences.
  4. 4. Listen before Communicate • In participatory communication, before communicate the communicator should listen to the target audience. • The need to listen should not limited to the audience at the receiving end. • It must involve the administrators as well as the citizens, the poor as well as the rich, the planners as well as their targets.
  5. 5. Defining PC • Participatory Communication (PC) is an approach based on dialogue, which allows the sharing of information, perceptions and opinions among the various stakeholders and thereby facilitates their empowerment, especially for those who are most vulnerable and merginalised. • Participatory communication is not just the exchange of information and experiences: it is also the exploration and generation of new knowledge aimed at addressing situations that need to be improved. • Thomas & Paolo
  6. 6. Key Elements of PC • Identification and prioritization of needs, targets, outputs and desired outcomes • Focus on “horizontal” communication • Focus on collaborative processes • Focus on identifying solutions and positive models of change from within the community, rather than applying examples from outside • Explicit integration of social empowerment and capacity-building goals • Recurring cycles of reflection and action
  7. 7. Process of PC PCA • Participatory Communication Assessment • It assesses and investigates the situation PCSG • Participatory Communication Strategy Design • Based on PCA, the best way of communication to achieve the intended change is designed PCiA • Participatory Communication in Action • It is the implementation phase of the communication activities M&E • Monitoring and Evaluation • To assess the impact of the intervention
  8. 8. Methods and Tools of PC Baseline Study To measure the situation at the beginning of communication intervention To help at the end of stretagy to evaluate the impact Also helps in validating and qualifying the extent of the initial findings Trees Problem Tree goes deeper into problem analysis Solution Tree uses logical framework to focus on available options and best solutions
  9. 9. Methods and Tools of PC In-depth Interview • It helps to investigate the individual issues on the area Focus Group • 8-10 individuals with a common relationship discuss on the issue
  10. 10. Methods and Tools Community Resource Mapping Livelihood Mapping (Occupation and Source of Income) Social Mapping (Provide understanding on Social Composition)
  11. 11. Methods and Tools Communication Resource Mapping Venn Diagram (to identify the information flow) Media Environment Audit (To know the existing media infrastructure and legislation on Media)
  12. 12. Designing of Communication Strategy Dialogic Modality Monologic Modality
  13. 13. In Action Re-implement based on Action Research Action Research Implement the Strategy
  14. 14. Monitoring & Evaluation M&E Evaluation of Immediate Output Evaluation of Intermediary Outcome Evaluation of targeted Outcome
  15. 15. Defining BCC Behaviour change communication (BCC) is a research- based consultative process of addressing knowledge, attitudes and practices through identifying, analysing and segmenting audiences and participants in programmes by providing them with relevant information and motivation through well defined strategies, using an audience- appropriate mix of interpersonal, group and mass-media channels, including participatory methods. (Unicef, 2005)
  16. 16. Social Change Social change is most commonly understood as a process of transformation in the way society is organised, within institutions and in the distribution of power within various social and political institutions. Figueroa & Kincaid (2002) Communication for social change is a process of public and private dialogue through which people define who they are, what they want and how they can get it. Gray-Felder & Deane (1999)
  17. 17. References • Communication, Participation, & Social Change: A review of communication initiatives addressing gender-based violence, gender norms, and harmful traditional practices in crisis-affected settings. (2010). USA: USAID, ARC, CfC. • Figueroa, M. E., Kincaid, D. L., Rani, M., & Lewis, G. (2002) Communication for social change: An integrated model for measuring the process and its outcomes. New York: The Communication for Social Change Working Paper Series No. 1, The Rockefeller Foundation. • Gray-Felder, D., & Deane, J. (1999) Communication for social change: A position paper and conference report. New York: The Rockefeller Foundation. • Participatory communication: a key to rural learning systems. (2003). Rome: FAO. • Participatory Communications for Social Change: A movement-building or organizing approach to communications. (2007). Retrieved from http://mrap.info/docs/participatory_communication_for_social_change.pdf • Servaes (ed.), J. (2002). Approaches to Development Communication. Paris: UNESCO. • Servaes, J., & Malikhao, P. (n.d.). Participatory communication: the new paradigm? Retrieved from http://bibliotecavirtual.clacso.org.ar/ar/libros/edicion/media/09Chapter5.pdf • Strategic Communication- For Behaviour and Social Change in South Asia. (2005). Kathmandu, Nepal: UNICEF. • Tufte, T., & Mefalopulos, P. (2009). Participatory Communication: A Practical Guide. Washington DC: World Bank.
  18. 18. Thank You You may contact- adutta@col.org ankurandutta@gmail.com Blog: comcomm.blogspot.in Web: www.cemca.org.in

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