Communication for
Social Change (CFSC):
Modeling
Social Mobilization to
Support
Development
Outline of presentation
Background
A Model of Social Mobilization
Components of the model
Synergy, impacts and outcomes
Applying the model
Definitional issues:
CFSC - “a process of public and private
dialogue through which people define who
they are, what they want and how they can
get it.”
Social Change the transformation of the
overall structure represented by the change
in the distribution of resources (educational,
economic, power, discursive)
“Participatory” enabling people to critically
decide where they want to go and how, and
increasing community organization for
collective action
Community - A collection of individuals with
a shared agenda for change.
Early communication models
(1960’s)
Audience: Individuals
Messages: Top Down
• The Diffusion of Inovations
sets the stage (Rogers, 1962)
• Persuasive messages = direct and uniform
impact producing a climate of acceptance
of innovation.
• Mass media seen as “magic” multipliers
of development benefits
Later Communication models
(1970’s)
Audience: “Communities”
Message: Locally developed
• Emphasis on active participation, self-
determination, self-reliance, sustainability
• The Pedagogy of the Oppressed sees the
light (Freire, 1970)
Changing the paradigm:
Rockefeller premises of CFSC Conferences,
1998, 1999, 2000
Sustainability; community owns the
process and content of communication
CFSC empowering, horizontal
communication
Communities are agents of their change
From persuasion to dialogue and debate
Shift in outcomes will include; social
norms, culture, and supportive
environment
Communication for
Social Change Model
Integrated Model of CFCS
Catalyst
External
Community Dialogue Constraints
and
Collective Action Support
Individual Social
Outcomes Outcomes
Societal Impact
Figueroa & Kincaid, 2/2001
Stimulating Social Change:
The Beginning
The Catalyst for change: identifies
the problem or the solution to
an unrecognized problem
Internal Stimulus Change Agent
Policies Technology
Innovation Mass Media
Integrated Model of CFSC
Community Dialogue
External Constraints and Supports
Recognition Identification/ Expression
of a Problem Involvement Clarify Vision of
Perceptions of Individual
of Leaders & the Future
& Shared
Value for Continual Improvement
Stakeholders Interests
Conflict-Dissatisfaction
Disagreement
Action Consensus Options for Setting Assessment
Plan on Action Action Objective of Current
Status
Collective Action
Assignment of Mobilization Outcomes
Implementation Participatory
Responsibilities of Social Evaluation
Organization( &
s) Individual • Outcomes vs.
• Individuals
• Existing Community • Media Objectives
• Health
Groups • Education
• New Community • Religious
Task Forces • Other
• Others
Individual Outcomes
•Skills
• Ideation
Knowledge, Attitudes, Perceived
Risk, Subjective Norms, Self-Image,
Emotion, Self-Efficacy, Social
Influence, & Personal Advocacy
• Intention
• Behavior
Social Outcomes
Leadership
Degree & Equity of Participation
Information Equity
Shared Ownership
Collective Efficacy
Social Capital
- Trust & Social Reciprocity
- Network Cohesion
Equitable Access to Resources
Value for Continual Improvement
Interaction of Individual and
Social Outcomes on Health
Individual Health Behavior Change
NO YES
Maintenance Limited
NO of the status Health
quo Improvement
Collective
Change
Increased Self-sustained
potential for health
YES health improvement
improvement
The Bottom Line?
Individual Change +
Social Change =
Social Development
and Greater Human Capital to
drive future development
Applying the CFSC Model
Evaluation
Social/Community/Participatory
mobilization (Design purpose)
A “community” screening tool – to
identify communities with sufficient
change structures for interventions to
achieve impacts and outcomes.
A project design template
A framework for expanded
theoretical development
CFSC Reference Material Sources
•How to Mobile Communities for Social Change:
http://www.hcpartnership.org/Publications/Field_Guides/Mobi
lize/htmlDocs/cac.htm
•Commuincation for social change: An integrated
model for measuring the process and its outcomes
http://www.phishare.org/documents/JHUCCP/209/
or
http://www.rockfound.org/Documents/540/
socialchange.pdf
Thank You
and Thanks to the Rockefeller Foundation for its
support
“Those who authentically commit themselves to the
people must re-examine themselves constantly.”
“… they almost always bring with them the marks of
their origin: their prejudices and their
deformations, which include a lack of confidence in
the people’s ability to think, to want and to know.”
Paulo Freire, 1970
Lawrence Kincaid
Maria Elena Figueroa
Gary Lewis
Revised Model of the Convergence Model
with Emotional Response
PSYCHOLOGICAL PHYSICAL PSYCHOLOGICAL
REALITY REALITY REALITY
A B
Interpreting Perceiving INFORMATION Perceiving Interpreting
Feelings Feelings
Action Action
Emotional Emotional
Collective
Response Response
Action
Understanding Believing Believing Understanding
Mutual
Agreement
MUTUAL
UNDERSTANDING
SOCIAL REALITY
and RELATIONSHIP
A&B
