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 Social action is considered an

auxiliary method of professional
social work.
Social action is a method of

social work...
 Mary Richmond was the first social worker to use the

word „social action‟ in 1922.
 She defines social action as “mass...
OBJECTIVE
 The objective of

social action is the
proper shaping and
development of
socio-cultural
environment in which
a...
GOALS
Mishra (1992) has identified
following goals of social
action:

1) Prevention of needs;
2) Solution of mass
problems...
CONTD………….
6) Redistribution of power and resources
(human,
218 Social Work Intervention with
Communities and Institutions...
PRINCIPLES
 Considering Gandhian principle of mobilization

as a typical example of the direct mobilization
model of soci...
Principle of Multiple Strategies
Principle of Dual Approach

Principle of Manifold Programmes
CREDIBILITY BUILDING
 It is the task of

creating public
image of
leadership, the
organization and
the participants of
th...
Credibility can be built through one or many of the
following ways:

 Gestures of goodwill towards the opponent
 Example...
LEGITIMIZATION
 Legitimization is the process of

convincing the target group and
the general public that the
movement-ob...
Following are the three approaches to
legitimization:
Theological and religious approach




Moral approach

Legal and ...
DRAMATIZATION
 Dramatization is the

principle of mass
mobilization by which
the leaders of a
movement galvanize the
popu...
Some of the mechanisms of
dramatization could be:
 Use of songs
 Powerful speeches
 Role of women
 Boycott
 Slogans
MULTIPLE STRATEGIES
 The basket principle indicates the

adoption of a Social Work
Intervention with Communities
and Inst...
Zeltman and Duncan have identified four
development strategies from their experience of
community development.
 Education...
DUAL APPROACH
 Any activist has to build

counter-systems or
revive some unused
system, which is thought
to be beneficial...
Manifold Programmes
 It means developing

a variety of
programmes with
the ultimate
objective of mass
mobilization.
These can be broadly categorized into three
parts:

 Economic
Social
Political
Principles of social action
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Principles of social action

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Principles of social action

  1. 1.  Social action is considered an auxiliary method of professional social work. Social action is a method of social work used for mobilizing masses in order to bring about structural changes in the social system or to prevent adverse changes.
  2. 2.  Mary Richmond was the first social worker to use the word „social action‟ in 1922.  She defines social action as “mass betterment through propaganda and social legislation”.  Sydney Maslin (1947) limits the scope of social action by considering it as a process of social work mainly concerned with securing legislation to meet mass problems.  Baldwin (1966) defines social action as “an organized effort to change social and economic institutions as distinguished from social work or social service, the fields which do not characteristically cover essential changes in established institutions.
  3. 3. OBJECTIVE  The objective of social action is the proper shaping and development of socio-cultural environment in which a richer and fuller life may be possible for all the citizens.
  4. 4. GOALS Mishra (1992) has identified following goals of social action: 1) Prevention of needs; 2) Solution of mass problems; 3) Improvement in mass conditions; 4) Influencing institutions, policies and practices; 5) Introduction of new
  5. 5. CONTD…………. 6) Redistribution of power and resources (human, 218 Social Work Intervention with Communities and Institutions material and moral); 7) Decision-making; 8) Effect on thought and action structure; and 9) Improvement in health, education and
  6. 6. PRINCIPLES  Considering Gandhian principle of mobilization as a typical example of the direct mobilization model of social action Britto (1984) brings out the following principles of social action:  principle of Credibility Building Principle of Legitimization Principle of Dramatization
  7. 7. Principle of Multiple Strategies Principle of Dual Approach Principle of Manifold Programmes
  8. 8. CREDIBILITY BUILDING  It is the task of creating public image of leadership, the organization and the participants of the movement as champions of
  9. 9. Credibility can be built through one or many of the following ways:  Gestures of goodwill towards the opponent  Example setting  Selection of typical, urgently felt problems for struggles  Success
  10. 10. LEGITIMIZATION  Legitimization is the process of convincing the target group and the general public that the movement-objectives are morally right.  Leaders of the movement might use theological, philosophical, legal-technical, public opinion paths to establish the tenability of the movement‟s objectives.  Legitimization is a continuous process.
  11. 11. Following are the three approaches to legitimization: Theological and religious approach   Moral approach Legal and technical approach
  12. 12. DRAMATIZATION  Dramatization is the principle of mass mobilization by which the leaders of a movement galvanize the population into action by emotional appeals to heroism, sensational news management, novel procedures, pungent slogans and such other techniques.
  13. 13. Some of the mechanisms of dramatization could be:  Use of songs  Powerful speeches  Role of women  Boycott  Slogans
  14. 14. MULTIPLE STRATEGIES  The basket principle indicates the adoption of a Social Work Intervention with Communities and Institutions multiple strategy, using combined approaches and also a combination of different types of programmes.
  15. 15. Zeltman and Duncan have identified four development strategies from their experience of community development.  Educational strategy  Persuasive strategy  Facilitative strategy  Power strategy
  16. 16. DUAL APPROACH  Any activist has to build counter-systems or revive some unused system, which is thought to be beneficial to the mobilized public on a self-help basis without involving the opponent.
  17. 17. Manifold Programmes  It means developing a variety of programmes with the ultimate objective of mass mobilization.
  18. 18. These can be broadly categorized into three parts:  Economic Social Political

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