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Questions and Answers
What is the purpose of communication for social change?
What is the purpose of communication for social change?
Communication for social change aims to promote development by transforming a country and its people from poverty to a more equitable and prosperous state.
What is the role of government in social change?
What is the role of government in social change?
The government serves as the master planner and implementer of development strategies, shaping policies and programs across various sectors.
What are two main techniques used in development communication?
What are two main techniques used in development communication?
Social marketing and education entertainment
The use of contraception, new seeds, or fertilizers, is considered a 'product' in development communication.
The use of contraception, new seeds, or fertilizers, is considered a 'product' in development communication.
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What is social marketing?
What is social marketing?
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What is education entertainment?
What is education entertainment?
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Entertainment education messages are always presented in a didactic manner.
Entertainment education messages are always presented in a didactic manner.
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What is the key characteristic of entertainment education?
What is the key characteristic of entertainment education?
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Mass media interventions can impact subjective norms, interpersonal communication, and debate.
Mass media interventions can impact subjective norms, interpersonal communication, and debate.
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Which of the following is NOT a mechanism mentioned in the text through which mass media communication impacts desired behavior?
Which of the following is NOT a mechanism mentioned in the text through which mass media communication impacts desired behavior?
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What is the 'legitimizing effect'?
What is the 'legitimizing effect'?
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How is the gap between technical jargon and a non-technical audience bridged in development communication?
How is the gap between technical jargon and a non-technical audience bridged in development communication?
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The use of visual aids and graphics is an effective way to communicate development information to a non-technical audience.
The use of visual aids and graphics is an effective way to communicate development information to a non-technical audience.
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How does social change communication aim to influence individuals?
How does social change communication aim to influence individuals?
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Social change communication occurs at different levels: ______, ______, and society.
Social change communication occurs at different levels: ______, ______, and society.
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Social mobilization is an important aspect of social change communication.
Social mobilization is an important aspect of social change communication.
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What is one of the key aspects of a successful social revolution?
What is one of the key aspects of a successful social revolution?
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Study Notes
Communication for Social Change
- Communication for social change is a philosophy of service guided by the Ministry of Public Information.
- Its goal is planned change, focused on diminishing poverty, unemployment, and inequality.
- It involves the application of communication principles to transform a nation and its people from poverty to economic growth, social equality, and human potential fulfillment.
- This process utilizes new technologies in both material and social contexts.
Functions of Communication for Social Change
- Social mobilization: Encouraging active participation and engagement.
- Information dissemination: Sharing necessary information effectively.
- Community participation: Building awareness and responsibility among communities.
- Persuading people to change their lifestyles, habits, and thoughts: Changing people's mindsets and ways of behaving.
- Changing knowledge, attitudes, and skills: enhancing knowledge and abilities to achieve specific goals.
Media in Development Communication
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Social marketing: Leveraging established advertising techniques (TV, radio, newspapers, billboards) to promote development goals.
- This utilizes consumer research, pretesting, and audience segmentation.
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Education entertainment: A subset of social marketing that integrates educational messages within entertainment formats (e.g., soap operas, songs, variety shows).
- This aims to increase knowledge, foster favorable attitudes, and change behaviors subtly, rather than directly.
Comparing ASEAN and Developed Countries
- ASEAN countries focus on teacher training, employment, and agricultural technology.
- Developed countries concentrate on systems engineering, transportation, banking, and investments.
- Audience, environment, technique, and content are considered crucial aspects of communication.
Topics Burdensome With Poverty, Inequality, and Injustice
- Agriculture, aviation
- Urban issues (cities), crime, defense
- Energy, science, technology, and environmental concerns.
- Government policies (plans, budgets, housing infrastructure), industry, tourism, manpower, and multinational organizations.
- Public health, shipping, and weather/climate changes.
- Community development, consumerism, taxation, and education.
- Agrarian reform
- Minorities, population, and social welfare
Needed Social Revolution
- Commitment across all societal levels.
- Synergized messaging across various levels.
- Well-designed and evidence-based communication encompassing all segments of society.
- Comprehensive social mobilization efforts.
Social Change Communication Model
- A model showing the interconnectedness of individuals, communities, and society in the social change process.
- The model emphasizes the crucial role of interpersonal communication, choices, and consequences in achieving behavioral change.
Media Role
- Mass media communication plays a critical role in influencing subjective norms, interpersonal communication, debate, behavior modeling, choices, and consequences.
- It promotes para-social interaction and emotional connections and creates a sense of legitimacy.
How-to Recommendations for Communication Campaigns
- Target the audience in non-technical terms, use popular language.
- Effectively utilize visuals (graphics) and translate scientific, technical, and political jargon.
Use of Media in Development Communication
- Effective development communication leverages social marketing and its subset- education entertainment.
- Development programs frequently adopt advertising campaigns to promote products (e.g., contraception, seeds, fertilizers, new technologies).
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Description
Explore the philosophy and functions of communication for social change, guided by the Ministry of Public Information. Learn how effective communication can foster social mobilization, disseminate information, and encourage community participation to address poverty and inequality.
