Goal: process-oriented: empowerment, equity, community
Frameworks:Types of interventions
Social change/praxis (Freire) Empowerment education
Social mobilization/activism Participatory Action Research
Rapid Participatory Appraisal
Community Involm. in Health
Re-considering the field of EE
Re-considering the field of EE
One of the most innovative and used comm strategies in ComDev in the past 2 decades
Consolidated strategy, but doing excactly what?
Critiques of limited behavioural focus
The Known Story (1970s-mid/late 1990s)
The Known Story (1970s-mid/late 1990s)
Communication and Development: New Theoretical Perspectives (1995 – 1999)
The Golden Years of – a particular form of - Entertainment Education? (1999 – 2004)
Proliferation of EE (2004-)
EE in Practice
EE in Practice
JHU, PSI, BBC
Theoretical Perspectives
Heidi Noel Nariman (1993)
Anna Maria Fadul (1993)
Emile McAnany (1990s)
Piotrow (1997) – family planning book
Singhal (1997) – India’s information revolution
First International EE Conference (1997) –Athens
Larry Kincaid (1981 onwards - ideation)
Doug Storey
EE and Social Change: Singhal and Rogers (1999)
EE and Social Change: Singhal and Rogers (1999)
Critiques of EE
A critique of the narrow focus on BCC – Waisbord (2001)
Diffusion and participation: a false dichotomy – Morris (2003/2005)
Proliferation of EE scholarship
Proliferation of EE scholarship
Communication Theory Journal (2002)
Suruchi Sood – Audience Involvement
John Sherry – EE and Mass Mobilization
Singhal and Rogers – Outlining a research agenda
EE and Social Change Revisited: Sabido, Cody, Rogers, Singhal (2004)
EE from a Freireian perspective
Sood and Witte
Singhal
Singhal and Rogers – Combating AIDS (2004)
EE and the Public Sphere
Tom Jacobson
Sense–making and multiple mediations
Tufte (2004)
Barbero (1993)
Orozco
Telling stories strategically….
Telling stories strategically….
Compared with the reality which comes from being seen and heard, even the greatest forces of intimate life – the passions of the heart, the thoughts of the mind, the delights of the senses – lead to an uncertain, shadowy kind of existence unless and until they are transformed, deprivatized and deindividualized, as it were, into a shape to fit them for public appearance. The most current of such transformations occurs in storytelling… (Hannah Arendt, The Human Condition, 1958: 50)
Compared with the reality which comes from being seen and heard, even the greatest forces of intimate life – the passions of the heart, the thoughts of the mind, the delights of the senses – lead to an uncertain, shadowy kind of existence unless and until they are transformed, deprivatized and deindividualized, as it were, into a shape to fit them for public appearance. The most current of such transformations occurs in storytelling… (Hannah Arendt, The Human Condition, 1958: 50)
Storytelling is a coping strategy that involves making words stand for the world, and then, by manipulating them, changing one’s experience of the world. By constructing, relating and sharing stories, people contrive to restore viability to the relationship with others, redressing a bias toward autonomy when it has been lost, and affirming collective ideals in the face of disparate experiences. It is not that speech is a replacement for action: rather that it is a supplement, to be exploited when action is impossible or confounded (Michael Jackson, 2002: 18)
Storytelling is a coping strategy that involves making words stand for the world, and then, by manipulating them, changing one’s experience of the world. By constructing, relating and sharing stories, people contrive to restore viability to the relationship with others, redressing a bias toward autonomy when it has been lost, and affirming collective ideals in the face of disparate experiences. It is not that speech is a replacement for action: rather that it is a supplement, to be exploited when action is impossible or confounded (Michael Jackson, 2002: 18)
Introduction: concept and aim
Introduction: concept and aim
Video with three Soul City stories
Results
Lessons learnt
An NGO with 80 staff. Established in 1994. Many donors on board.
An NGO with 80 staff. Established in 1994. Many donors on board.
’Campaigns’ approx every 1½ year. Duration: 6 months
Since 2000: Soul Buddyz.
Weekly tv-series episode, 13 weeks (Engelsk ++)
Weekly tv-series episode, 13 weeks (Engelsk ++)
Followed by 60 daily radio-drama episodes (9 different languages)
Educational packages, incl teachers guide
Adult education packages
Sections/publications for 10 largest newspapers in SA
One off publications for journalists
Workshops for journalists, local community workers, police, health workers, etc
Competitions: (Soul City Health Worker of the Year, essays competitions, etc)
Soul Buddyz Club structure in schools
Edutainment as core concept
Edutainment as core concept
Continuity, since 1994
Branded
High quality
Multi-media
Research-driven
Training and educational components
Strategic partnerships (ie NVAW)
Community moblizing
Multi-level advocacy
Soul City video clips
Soul City video clips
Examples:
Domestic Violence
Disability (Soul Buddyz)
HIV/AIDS Prevention
The private becomes a public concern
The private becomes a public concern
The importance of social networks
The local community is challenged…reacts positively
Legal framework enhance the change process
Role models undergo a positive and forward moving development
16.2 mio viewers of tv-series
16.2 mio viewers of tv-series
Campaign materials used by more than 4300 South Africa organisations and institutions
Campaign influenced policy
Increased contact with organisations working with domestic violence
8 procent-point more in post-intervention assessment than in pre-intervention recognize ’emotional battering’ as a kind of ’domestic violence’ (from 81% to 89%)
8 procent-point more in post-intervention assessment than in pre-intervention recognize ’emotional battering’ as a kind of ’domestic violence’ (from 81% to 89%)
Knowledge about ’Stop Women Abuse Helpline’: From 16% til 61% knowledge! (comparing those with no contact with Soul City and those with contact to all 3 Soul City media outputs
Individual Change
Individual Change
Knowledge
Skills
Attitudes
Practices
Different levels of intervention:
Individual level
Household/Community level
Societal/national level
Distinguish between process evaluation and ’outcome’ evaluation (results)
Multi-level interventions. Collaboration between community, region, nation….
Synergies. Using a broad palet af media platforms and forms of communication (and targeting more than one audience – based on network analysis)
Systematic approaches pre and post. Evaluate both social processes and KAP.
How do we Improve HIV/AIDS Communication?
How do we Improve HIV/AIDS Communication?
Building relations of trust/build confidence
Through recognition and identification increase ownership of problem
Stimulate reflection and both individual and collective action
How do we Push a Social Change Agenda?
How do we Push a Social Change Agenda?
Voice and Visibility of affected populations – both in public AND private dialogue
Enhance Cultural Citizenship in Content and Mode of Address (communicate about issues and in ways that are culturally appropriate but also challenge fx gender relations)
Support systems in place (hotlines, counselling centres, access to services)
Addressing both general public, opinion leaders, decision makers – multilevel
Potential Outcome of CFSC
Potential Outcome of CFSC
Social Critique
Social Action
Social and Structural Change
…NOT thereby excluding the need for individual behaviour change.
