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REVISITING DEVELOPMENT 1. Limited access to resources and COMMUNICATION opportunities 2. High levels of inequality Development Communication 3. Weak infrastructure and ser...

REVISITING DEVELOPMENT 1. Limited access to resources and COMMUNICATION opportunities 2. High levels of inequality Development Communication 3. Weak infrastructure and services - interactions of two social process 4. Vulnerability to external shocks (development and communication) - should be accepted before it can Communications be used - Activities and products 1971 - Devcom was tentatively defines Communication - process Development - regarded as the weightier one FOUR TYPES OF POVERTY Communication Occasionally Poor - Vehicle of development - Long stretches above the poverty line THE VICIOUS CYCLE OF Cyclically Poor POVERTY - Periods of poverty are less severe Cycle of Poverty - Self-perpetuating pattern of Usually Poor families experiencing poverty - Poverty except in times of an - Combination of social, economic, unanticipated windfall and psychological factors Always Poor 2024 - Poor over long periods of time - 712 million people living in poverty FACTORS CREATING THE CYCLE OF POVERTY Key Factors of Cycle of Poverty: Economic Conditions 1. Limited Access to Education - Income inequality, high - Inadequate access to quality unemployment rates education 2. Lack of Employment Opportunities Temporary yet unplanned conditions - Scarcity of job opportunities - Famine, epidemics 3. Insufficient access to resources - Limits access to essential Single devastating events resources - Sudden medical issues, sudden 4. Limited social capital (networks that job loss individuals have access to) - Isolated from social networks Poverty traps 5. Inter-generational transmission - Created by economic traps, - Poverty from one generation to self-reinforcing cycles another 6. Psychological factors STRATEGIES FOR IMPROVEMENT - Poverty have psychological effects 1. Help individuals attain housing and homeownership VICIOUS CYCLE IN LOW-INCOME COUNTRIES 2. Combat the effects of climate change 3. Invest in child-focused poverty - Relations between beliefs and programs perceived control over that behavior 4. Advocate for improved food security Key Concepts: - Behavioral Intention 5. Improve access to healthcare - Attitude services - Subjective norms - Perceived behavioral control PSA Monthly Living Cost for 5 Stages of Change Persons - Motivation and readiness to change a behavior Php 13, 873 (transtheoretical model) - Province 30 pesos/meal Key Concepts: - Pre-contemplation (has no Php 15, 713 intention) - Manila 34 pesos/meal - Contemplation (intends to act) - Preparation (intends to act in 30 RA 8425 days) - “Social Reform and Poverty - Action (has changed behavior Alleviation Act” less than 6 months) - Maintenance (has changed 15.52% population is poor in PH behavior more than 6 months) 17.4 million Filipinos are poor out of II. INTERPERSONAL LEVEL 120 million Dialogical Approaches/Theories SOCIAL AND BEHAVIORAL - Raising consciousness and CHANGE COMMUNICATION awareness THEORIES Key Concepts: - Consciousness-raising I. INDIVIDUAL LEVEL - Horizontality - Trust Health Belief Model - Anti-monologue - Perception to threats posed by health factors Theory of Human Motivation Key Concepts: - Meeting basic needs in changing - Individuals’ perceptions of their behavior vulnerability (perceived Key Concepts: susceptibility) to a Hierarchy of Needs health condition - Physiological Needs (food, - The perceived severity of the water) health condition - Safety and Security (health, - The perceived benefits of property) reducing or avoiding risk - Love and Belonging (family, - The perceived barriers (or costs) friends) associated with the condition - Self-esteem (confidence, - Cues to action that activate a achievement) “readiness to change” - Self-actualization (morality, - Confidence in ability to act creativity) (self-efficacy). Social Learning/Cognitive Theory Theory of Planned Behavior  - Personal, environmental, and - Structural Network human behavior factors influence Characteristics (Reciprocity, each other intensity, complexity, formality) Key Concepts: - Functions of social networks - Reciprocal determinism (social capital, social influence) (dynamic interaction of persons) - Types of social support - Behavioral capability (emotional, instrumental, (knowledge and skill) informational, appraisal) - Expectations (anticipated outcome) Media Theories - Self-efficacy (confidence in Key Concepts: one’s ability) - Agenda Setting (media can - Observational learning influence what people think (behavioral acquisition) about) - Reinforcements (responses to - Agenda Dynamics (relations behavior) among media, public, and policy agenda) Diffusion of Innovations Theory - Media Advocacy (civic actions to (Everett Rogers) shape media attention - New ideas spread from one - Framing (how issues are society to another presented in news coverage) Key Concepts: - Reception Theory (media - Relative advantage (better than contents and message are idea it supersedes) influenced by cultural - Compatibility (consistent with background) values) - Complexity (difficult to Social Convention Theory understand) - Work when an individual follows a - Trialability (experimented limited social rule basis) Key Concepts: - Observability (results and adopt) - Interdependent decision-making - Reinvention (adaptation of - Organized diffusion innovation) - Critical mass - Opinion leaders well-connected - Tipping point - Public commitment III. COMMUNITY/SOCIAL LEVEL Theory of Gender and Power Social Movement Theory - Gender inequality is a social - Collective actions and behaviors construction to promote social changes Key Concepts: Key Concepts: - Gender inequality as a social - Collective action construction. - Coalition building - Power inequality (control; - Policy/Legislative Change coercion; authority; - WUNC (Worthiness, Unity, decision-making) Numbers, and Commitment) - Gender approaches: neutral, sensitive, transformative, Social Network Theory / Social empowering Support Theory - Web of social relationships that SOCIAL BEHAVIORAL CHANGE influence individuals COMMUNICATION Key Concepts: Development Communication - Study of social change  - Known as communication for D. Key Components development, development - Research and Assessment support communication, and (conducting formative research) communication for social - Message Development (crafting change culturally appropriate messages) - When communication is used to - Communication Channels (utilizing promote social development of mix communication channels) - Community Engagement (involving Development community members in initiatives) - Widely participatory process of - Monitoring and Evaluation social change (assessing the effectiveness of communication strategies) Communication for development - Social process to seek common E. Example Areas of Application understanding - Public Health - Environmental Issues Dominant Paradigm: Modernization - Social Issues - Solve development problems by modernizing underdeveloped WRITING SBCC PROPOSAL countries I. Situational Overview Opposing Paradigm: Dependency - Short narrative account of - Political-economic perspective, communities more balanced exchange of communication among rich and II. Scope poor countries - SBCC Approaches: Community Engagement Emerging Paradigm: Participatory Strategic Communication / SBCC - People’s participation began to Social Movements emerge Service Improvements - Two-way communication Creating Supportive Public Policies principles and practices Systems Strengthening Applied Behavioral Science Social and Behavioral III. Objectives Communication - Linked to specific social and Set of approaches and strategies that behavioral results promote positive changes IV. Key Activities Social and Behavioral Change - Depend on SBC approaches Communication - Systematic application of V. Deliverables interactive communication - Depend on program’s nature strategies VI. Results A. Purpose and Goals - Contribute to social and - address societal changes behavioral objectives B. Target Audience VII. Milestones - reach specific target audiences - Include implementation of activities C. Behavior change theories - draws upon various theories VIII. Research and Monitoring  - Evidence-based and promote SOCIO-ECOLOGICAL MODEL community continued outputs Social and Behavioral Science Formative research - Study of human behavior - Deep understanding of participant’s needs Socio- Ecological Model (SEM) - Influence both individual and Pre-testing or pilot testing collective human behavior - Cost-effective method assessing - UNICEF’s foundational model for the feasibility social and behavior change Routine monitoring SEM FACTORS: - Examining implementation fidelity - Policy, Society, and Outcome evaluations Environment (laws that govern - Rigorously measure changes in our lives) social and behavioral outcomes - Institutions and Services (institution we interact with) IX. Risks/Challenges - Community (those who are in - Lack of community-level similar geographic area) ownership or identification of - Family and Friends (the people appropriate implementing we interact in regular basis) partners - Individual (own cognitive - Lack of qualitative and experience) quantitative data, and limited time or funding for formative research BEHAVIORAL DRIVERS MODEL - Difficulties integrating SBC - Aggregates many different across multiple technical models programmatic areas - Unforeseen events and THREE IMPORTANT LEVERS OF security/health challenges CHANGES: X. Timeline Psychological - Build timeline using milestones - Demographic and social characteristics that make people XI. SBC Capacity unique - Highlight the capacity of your Cognitive biases (information in my team brain willing to consider) Interest (what I want) XII. Coordination and Governance Attitude (opinion about a behavior) - Propose regular engagement Self-efficacy (what I think I can do) Intent (What I plan on doing) XIII. Dissemination of Results Limited Rationality (why I don’t do - Should periodically and primarily what I should do) presented to participant and Personal Characteristics (who I am) affected communities Social XIV. Scale-up and Sustainability - Notion that people are never fully - Built with a phased approach autonomous Social Influence (how others affects XV. Budget what I think, feel, and do) - No proposal can exist without a Community Dynamic (group’s price tag collective capacity to change) Meta Norms (what defines and - Gender as a significant factor in maintains the stratification, roles, and familial, social, and economic power a society) roles. Environmental - Wide range of influences that exist in the space around us Communication Environment (information and opinions I can be exposed to) Social Influence (new things out there) Community Dynamic (how institutions influence what I do) Meta-Norms (concrete things that prevent me from acting) Context (the context in which I live) SBCC DISCIPLINES Psychology - Mind and mental and cognitive processes Social Psychology - Human cognitive processes influenced by social interactions Anthropology - Perspective of someone within a social group - Emic research, holistic life experience Sociology - Analyze human societies (social group/organizations) Political Science - Institutions, policies, and practices that govern public life Communications - Pattern of interpersonal relationships and how people interact Behavioral Economics - Actual human behavior that proven less rational Public Health - Unique tradition of frameworks Gender Studies