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