Professional Documents
Culture Documents
Communicating
for Change
Concepts to Think With
Edited by
Jo Tacchi · Thomas Tufte
Palgrave Studies in Communication
for Social Change
Series Editors
Pradip Thomas
University of Queensland
Brisbane, Australia
Communicating for
Change
Concepts to Think With
Editors
Jo Tacchi Thomas Tufte
Loughborough University Loughborough University
London, UK London, UK
University of Johannesburg
Johannesburg, South Africa
© The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer
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Acknowledgements
v
Praise for Communicating for Change
“This book is precisely what the field of C4D needs. A wide-ranging set of novel
‘concepts to think with’ to enable students, practitioners and scholars to better
understand the rapidly changing role of communication within social change.”
—Martin Scott, Senior Lecturer in Media and International Development,
University of East Anglia, UK
Contents
Outrage(ous) Citizenship 17
Teke Ngomba
Institutional Listening: An Essential Principle for
Democracy in Digital Times 29
Anita Gurumurthy and Nandini Chami
Communicative Development 39
Jessica Noske-Turner
Advocating with Accountability for Social Justice 53
Karin Gwinn Wilkins
Intangible Outcomes (of Communication for Social Change) 63
Vinod Pavarala
The Power of Weak Communication 75
Maria Touri
ix
x CONTENTS
Context-Responsiveness 85
Amalia G. Sabiescu
Meaningful Mobilities 99
Jo Tacchi
Dramaturgy of Social Change109
Thomas Tufte
Communicating Cosmopolitanism, Conviviality and
Creolisation123
Oscar Hemer
Artistic Conviviality135
Maria Rovisco
Dissonance145
Ana Cristina Suzina
Pain in Communication for Social Change155
Colin Chasi
Disappearance167
Florencia Enghel
Index181
Notes on Contributors
xi
xii NOTES ON CONTRIBUTORS
T. Tufte (*)
Loughborough University, London, UK
University of Johannesburg, Johannesburg, South Africa
e-mail: t.tufte@lboro.ac.uk
J. Tacchi
Loughborough University, London, UK
e-mail: j.a.tacchi@lboro.ac.uk
from, in a way that suits the shifting dynamics and often hard to grasp
complexities of communicating for change. It was never our intention to
be exhaustive in our conceptual coverage. This collection of concepts is
not intended to be an end in itself, but rather to present just some of the
most exciting conceptual work in the field in order to expand and enrich
it, and to provoke further thinking.
While we group them below, and in the ordering of the chapters, under
the three broad headings of citizenship and justice, critiquing development
and renewing thought, they could easily have been presented in alternative
groupings, and indeed, each concept has something to say in relation to
each heading. There are similarities and differences, connections and con-
testations that could be highlighted across the concepts. It was never the
intention to develop a consensus of thought, rather to represent some of
the most interesting insights to aid thinking—to present, as it were, a
toolbox of concepts—and to then stand back and see what it looks like.
The thematic red thread lies, it turns out, in identifying and analysing the
most recent disruptions and innovations in communication and social
change thinking. The conceptual tools and analytical perspectives are an
invitation to engage in empirical inquiry through novel, critical and inter-
disciplinary perspectives.
Critiquing Development
Continuing the already apparent critique of the dominant discourses
within development and institutionalised communication for social
change, the chapters “Intangible Outcomes (of Communication for Social
Change)”, “The Power of Weak Communication”, “Context-
Responsiveness”, “Meaningful Mobilities” and “Dramaturgy of Social
Change” offer further reflections on some epistemological, theoretical
and methodological dimensions of this critique. From these chapters
emerges a critique and at the same time a proposition to recognise broader
aspects of social change processes, calling for a change in perspective, rec-
ognising complex and bottom-up approaches to development. By propos-
ing intangible outcomes, Vinod Pavarala (chapter “Intangible Outcomes
(of Communication for Social Change)”) discusses the methodological
shortcomings in the hegemonic evaluation matrix that has emerged over
COMMUNICATING FOR CHANGE 9
In Conclusion
The contributors to this collection of concepts cross many boundaries
both in disciplinary and in socio-cultural background. The discussions and
debates held during the conceptual hackathon and thereafter have helped
us to recognise our differences and, we hope, to overcome potential pit-
falls of ethnocentrism and Anglo-Saxon dominance in our scientific dis-
course. Many of the concepts challenge dominant epistemologies and
Northern perspectives. Our contributors come from Cameroon, South
Africa, India (3), Argentina, Brazil, the USA, Australia, Romania, Portugal,
Greece, Sweden, Denmark and the UK. In disciplinary terms, they span
the social sciences, from anthropologists to philosophers, from
14 T. TUFTE AND J. TACCHI
Note
1. The fourteen original conceptual hackathon participants are joined in the
book by a fifteenth author, Nandini Chami, who coauthored Anita
Gurumurthy’s chapter.
References
Chakrabarty, D. (2000). Provincializing Europe: Postcolonial Thought and
Historical Difference. Princeton: Princeton University Press.
Dutta, M. (2011). Communicating Social Change: Structure, Culture, and Agency,
Routledge Communication Series. New York/London: Routledge.
COMMUNICATING FOR CHANGE 15
Teke Ngomba
Introduction
Locally, nationally and transnationally, we are currently witnessing a sig-
nificant turning point in the manner in which public articulations of soci-
etal concerns and reactions to particular events are anchored on outrage
from different sectors of the society. Three cases, unpacked briefly below,
encapsulate these dynamics.
Firstly, in July 2015, as President Barack Obama prepared to visit
Kenya, CNN’s Barbara Starr, in a report headlined ‘Obama’s trip raises
security concerns’, indicated that President Obama ‘is not just heading to
his father’s homeland, but to a region that’s a hotbed of terror’ (Starr
2015). As The Guardian reported, ‘many Kenyans were outraged by the
report’, and they subsequently posted on Twitter to make this outrage
known, using the hashtag #SomeoneTellCNN (“CNN Executive Flies to
Kenya” 2015). Faced with this outrage, Tony Maddox, CNN’s Executive
Vice-President and Managing Director, flew to Kenya and apologised to
Kenyans for the problematic report, stating among other things that ‘we
acknowledge there is a widespread feeling that the report annoyed many
which is why we pulled down the report as soon as we noticed it. It wasn’t
T. Ngomba (*)
Aarhus University, Aarhus, Denmark
e-mail: imvjnt@cc.au.dk
role will be unpacked further below, but for now, in the next section, I will
highlight some of the central ways in which a more focussed examination
of Outrage(ous) Citizenship can relate to and/or challenge some of the
central dynamics of CFSC research.
A way of thinking and practice that puts people in control of the means and
content of communication processes. Based on dialogue and collective
action, CFSC is a process of public and private dialogue through which
people determine who they are, what they need and what they want in order
to improve their lives.
While the views regarding collective action and people being at the
centre of the communication process in this definition speak to the dynam-
ics of Outrage(ous) Citizenship discussed above, it is clear that the defini-
tion offered by Gumucio-Dragon and Tufte, one of the most popular and
comprehensive in the field, does not fully capture the dynamics of
Outrage(ous) Citizenship. In many instances, as seen, for example, with
the Kenya and China examples given in the introduction of this chapter,
people did not engage in procedural dialogue to determine what they
need or want from CNN and Weibo respectively. The spontaneity that
tends to characterise reactive forms of citizenship enactments, especially in
their initial stages as discussed above, constitute key characteristic of these
forms of citizenships that ought to be reflected in definitions of what
CFSC is, if this notion of Outrage(ous) Citizenship is to be useable in
CFSC scholarship.
Secondly, and connected to the first point above, the conceptualisation
of CFSC has an impact on and is reflected in the types of research that
tend to characterise the field. In a recent overview of the status of the field,
OUTRAGE(OUS) CITIZENSHIP 23
Conclusion
During the white supremacist protests in Charlottesville a car drove into a
group of anti-fascist protesters who were also at the scene, killing 32-year-
old Heather Heyer. After her death, several media picked on her last
OUTRAGE(OUS) CITIZENSHIP 25
Facebook message, which was a re-telling of the old quote stating that: ‘If
you’re not outraged, you’re not paying attention’ (“If you are not out-
raged” 2017).
That quote and the events that led to Heyer’s premature death under-
score both the enormity of outrage currently being expressed offline and
online and the ways in which policies, events or discourses can easily spark
expressions of outrage across and beyond a polity. A search for the word
‘outrage’ in some mainstream news media goes a long way to confirm the
ubiquity of expressions of and media reports about outrage contemporar-
ily. A search for ‘outrage’ in the website of The Washington Post for instance
on 15 April 2018 yielded 24,353 results with headlines such as ‘Public
outrage forces Interior to scrap massive increase in park entry fees’;
‘Mother arrested after viral video of her baby smoking sparks outrage on
social media’ and ‘Food association gives top cookbook award to its CEO,
prompting outrage—and a new policy’.
The central focus of this chapter has been to suggest that CFSC as a
field of research should not let all these manifestations of outrage and their
mediation pass it by. At its core, this chapter has suggested that the con-
cept of Outrage(ous) Citizenship and its variants have potential to encap-
sulate the different dynamics regarding these manifestations and mediations
of outrage in ways that can expand and enrich CFSC research.
Notes
1. http://www.dictionary.com/browse/outrage
2. http://www.dictionary.com/browse/outrageous?s=t
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Institutional Listening: An Essential Principle
for Democracy in Digital Times