Communication for Social Change 2016 PDF

TOPIC 8 COMMUNICATION FOR SOCIAL CHANGE BY SHARINA SAMSUDIN COMMUNICATION DEPARTMENT, UUM 2016 sharina samsudin, uum...

TOPIC 8 COMMUNICATION FOR SOCIAL CHANGE BY SHARINA SAMSUDIN COMMUNICATION DEPARTMENT, UUM 2016 sharina samsudin, uum, 2016 01/29/2025 1  Communication A philosophy of service which the Ministry under For Social Changethe Department of Public The art and science of Information has evolved to human communication guide in its work. applied to the speedy It is communication for planned transformation of a change, communication that country and the mass of its consciously promotes people from poverty to a development – that is meant dynamic state of economic first of all, to diminish poverty, growth that makes possible unemployment and inequality. greater social equality and Much of it is the communication larger fulfilment of the of new technology, both human potential. sharina samsudin, uum, 2016 material and social. 01/29/2025 2 sharina samsudin, uum, 2016 01/29/2025 3  Social mobilization Community FUNCTIONS participation COMMUNICATI ON FOR SOCIAL To change levels Information CHANGE Persuading people to of knowledge, disseminatio attitudes and skills change their habits, n in relation to lifestyle or ways of sharina samsudin, uum, 2016 specific goals 01/29/2025 4 thought  GOVERNMENT COLUMNS POLICIES BLOCK The master RADIO PRINT ON TELEVISION ECONOMIC TIME ON planner and the AGRICULT S HEALTH URE POLITICS AND implementer of LEGAL MATTERS NATIONALI MEDICINE development SME LIVELIHO HEALTH, SOLIDARIT OD MEDICAL Y AGRICULT INFO URE, ETC. BUSINESS FAMILY AND sharina samsudin, uum, 2016 EDUCATI 01/29/2025 5 FINANCE ON  DEVCOM IN ASEAN VS. IN DEVELOPED COUNTRIES ASEAN WESTERN Teacher training (education) Systems engineering Employment Transportation Agricultural technology Banking and investments Agri-business AUDIENCE TECHNIQUE ENVIRONMENT CONTENT sharina samsudin, uum, 2016 01/29/2025 6  According to Press Foundation Asia, these subjects focus on audience’s attention whose environment is burdened with poverty, inequality and injustice. Agriculture Public health Aviation Shipping The City Weather Crime Air, trade, foreign investment Defense Community development Energy, science and Consumerism, taxation technology Government plans, Education Environment budget, housing Industry, tourism Agrarian reform Manpower Minorities, population, social Multinational welfare sharina samsudin, uum, 2016 01/29/2025 7 organizations  We need a social revolution Commitment at all levels of society Synergizing of Messaging Multiple levels of intervention at scale Well thought out and evidence based communication across all sectors of society. Social mobilisation 01/29/2025 sharina samsudin, uum, 2016 8  Social Change Communication Model. Community Individual Society 01/29/2025 sharina samsudin, uum, 2016 9  The role of media in this process Mass media communication interventions can and do impact on subjective norms, interpersonal communication and debate (and ultimately desired behaviour) through a number of mechanisms - such as modeling behaviour, choices and consequences, through para-social interaction, the deep emotional engagement that audience has with the characters and through the “legitimizing effect”. 01/29/2025 sharina samsudin, uum, 2016 10  Scientific, political, economic, business jargons/technical terms AUDIENCE (non-technical) TRANSITION POPULARIZATION VISUAL AIDS/GRAPHICS sharina samsudin, uum, 2016 01/29/2025 11  USE OF VARIOUS MEDIA IN DEVELOPMENT COMMUNICATION The two main techniques adopted in the use of various media in development communication is social marketing and its subset education entertainment., As many development interventions are in effect advertising campaigns for such “products” as contraception, the use of the latest seeds or fertilizers, or the use of a new technological equipment or knowledge. sharina samsudin, uum, 2016 01/29/2025 12  SOCIAL MARKETING DEFINITION The use of established advertising techniques to promote development goals via media such as TV, radio, newspapers and billboards etc, is termed social marketing (kotler and roberto, 1989: 24). Social marketing has adopted not only the forms of marketing, but also its tools: consumer research, pretesting, and audience segmentation (backer, rogers and sopory, 1992: 32). Most media-based development projects can be placed into the social marketing category. sharina samsudin, uum, 2016 01/29/2025 13  EDUCATION ENTERTAINMENT DEFINITION A subset of social marketing is entertainment- education, which has been defined by leading U.S. Proponents in classic diffusion terms as “the process of purposely designing and implementing a media message to both entertain and educate, in order to increase audience knowledge about an educational issue, create favorable attitudes, and change overt behavior” (singhal and rogers, 1999: xii). sharina samsudin, uum, 2016 01/29/2025 14  Entertainment education messages may be carried by, for example, a soap opera or popular song specifically written for that purpose, or in vignettes inserted into variety shows. The key characteristic is that the media fare is not presented in an overtly didactic way; it is presented and meant to be consumed as entertainment. sharina samsudin, uum, 2016 01/29/2025 15