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DEVELOPMENT COMMUNICATION VI. The Vicious Cycle of Poverty 4. Limited social capital -defined at the University of the refers to a self-perpetuating refers to the networks, relationships, and Philippines Los Baños,...

DEVELOPMENT COMMUNICATION VI. The Vicious Cycle of Poverty 4. Limited social capital -defined at the University of the refers to a self-perpetuating refers to the networks, relationships, and Philippines Los Baños, pattern in which individuals or families support systems that - it is the interaction of two social experience poverty and find it difficult to individuals have access to. processes – development and escape from it. 5. Inter-generational transmission communication – in any given environment. In 2024, 712 million people are living Poverty can be transmitted from one in extreme poverty, a marked increase from generation to the next. In 1971 it was tentatively defined as the art 2020 spurned by the impacts of 6. Psychological factors and science of human communication.. COVID-19, conflict and extreme weather. The experience of poverty can also have A family with 5 members needed psychological effects, including low self- Development Communication at least PhP 13,873 per month to meet Esteem, -study of social change brought about by their minimum basic food 1. Limited access to resources and the application of communication research. Region III (Central Luzon) with a opportunities poverty threshold of PhP 16,046, Many individuals in low-income countries Development National Capital Region (NCR) at lack access to essential resources such -is a widely participatory process of PhP 15,713, as education, healthcare, social change in a society, Region IV-A (CALABARZON) at 2. High levels of inequality PhP 15,457. Low-income countries often experience Communication for development Region XII (SOCCSKSARGEN) significant income and wealth disparities, -is a social process, designed to seek a posted the lowest poverty threshold at 3. Weak infrastructure and services common understanding among all the PhP 12,241. Inadequate infrastructure, including participants of a development initiative.. transportation, communication, and energy The key factors pertaining to the cycle of systems, can hinder economic development Communication for Development poverty are: 4. Vulnerability to external shocks -is a social process based on dialogue 1. Limited access to education Developing countries are often more using a broad range of tools and Poverty often leads to inadequate access vulnerable to external shocks such as methods. to quality education. This can result from economic crises, natural disasters, and various factors such as unaffordable school climate change. The Rome Consensus agreed at the fees, World Congress on Communication for 2. Lack of employment opportunities Development or Social Change Development (Rome, 25–27 October Poverty can be perpetuated by the scarcity can be described as a significant change 2006) of job opportunities, in the structure of structured social 3. Insufficient access to resources action Communication, Poverty often limits access to essential Dimensions” of social change: -Is constituted in a specific spatial and resources such as healthcare, nutritious space (micro, meso-, macro), temporal framework. food, clean water, time (short, medium, long-term),  speed (slow, incremental, Social and Behavioral Change Message Development: Crafting clear, evolutionary versus fast, Communication (SBCC) compelling, and culturally appropriate fundamental, revolutionary), - is a set of approaches and messages that resonate with the audience direction (forward or backward), strategies that promote positive Communication Channels: Utilizing a mix Content (sociocultural, and measurable changes of communication channels (e.g., mass psychological, sociological, - strategic approach that utilizes media, community mobilization, social organizational, anthropological, communication to influence and media,etc.,) economic, and so forth), and facilitate changes in individual Community Engagement: Involving impact (peaceful versus violent) and collective behaviors, community members in the development and implementation of initiatives The Dominant Paradigm: Modernization A.Purpose and Goals Monitoring and Evaluation: Continuously -is rooted in the concept of development SBCC aims to address societal challenges, assessing the effectiveness of as modernization. particularly in public health, education, communication strategies -This approach advised society how to be and social development. effective in following in the footsteps of B.Target Audiences E. Example Areas of Application: richer. SBCC strategies are designed to reach Public Health: SBCC has been specific target audiences, including; successfully used in campaigns related to The Opposing Paradigm: Dependency INDIVIDUAL HIV/AIDS prevention, - 1960s, strong opposition to the COMMUNITY GROUPS Environmental Issues: Initiatives modernization paradigm led to an FAMILIES promoting sustainable practices, such as alternative theoretical model based on ORGANIZATION waste management and water conservation, dependency theory. C. Behavior Change Theories Social Issues (Advocacies): SBCC is also -rooted in a political-economic SBCC draws upon various psychological pivotal in advocating for gender equality, perspective. and educational theories, such as the reducing stigma around certain populations, -dependency theorists emphasized the Health Belief Model, Social Cognitive importance of the link between Theory, and the Transtheoretical Model, to Behavior & Social Change Theory communication and culture. understand how people make decisions related to their health and behavior. I. Individual Level -These theories provide frameworks for 1.A. Health Belief Model (HBM) designing interventions by identifying This model addresses the individual’s The Emerging Paradigm: Participation the factors that influence behavior perceptions of the threat posed by a - participatory model is less oriented to change. health problem. the political-economic dimension and D. Key Components more rooted in the cultural realities of Research and Assessment: Conducting Key Concepts development formative research to understand the social Individuals’ perceptions of their context, existing attitudes, and behaviors vulnerability (perceived susceptibility) to a health condition  The perceived severity of the health Action: individual has changed behavior Hierarchy of Needs: condition for less than six months Physiological The perceived benefits of reducing or Maintenance: individual has changed Safety and security avoiding risk behavior for more than six months Social The perceived barriers (or costs) Esteem associated with the condition II. Interpersonal Level Self-actualization Cues to action that activate a “readiness 2.A.Dialogical Approaches or to change” Theories Confidence in ability to act (self-efficacy). -Dialogue can be more than “conversation” – it can be conceived of as 1.B. Theory of Planned Behavior a respectful orientation towards others examines the relations between an and as a way of raising “consciousness” individual’s beliefs, attitudes, about social realities (including inequality in Key Concepts power and economic relations). Behavioral intention: Perceived -Paulo Freire describes dialogue as likelihood of performing behavior being nourished by love, humility.. Attitude; Personal evaluation of the 2.C.Social Learning Theory/Social behavior Key Concepts Cognitive Theory Subjective norms:Beliefs about whether Consciousness-raising -describes a dynamic, ongoing key people approve or disapprove of the (conscientização) process in which personal factors, behavior; Horizontality environmental factors, and human Perceived behavioral control Trust behavior exert influence upon each Anti-monologue other. 1.C. Stages of Change -(sometimes called the “transtheoretical 2.B. Theory of Human Motivation Three main factors affect the likelihood model”) describes individuals’ motivation -Humans must first meet basic that a person will change a health and readiness to change a behavior. physiological and safety needs before behavior: Key Concepts addressing "higher" needs. (1) self-efficacy, (2) goals, and (3) outcome Pre-contemplation: individual has no -In relation to behavior change, expectations (self and social). intention of acting within the next six Maslow's hierarchy of needs provides some months reference to understand the barriers to Contemplation: individual intends to act change for any behavior. in the next six months -The theory suggests that when Preparation: The individual intends to act planning and designing an intervention, within the next thirty days and has taken success may be limited in some behavioral steps in this direction circumstances/contexts Key Concepts  2.D. Diffusion of Innovations Social movements refer to collective actions Functions of social networks: Theory and behaviors by citizens to promote Social capital, social influence, undermining, -addresses how new ideas, social changes in policies, companionship, partnerships. products, and social practices spread Types of social support: within an organization or from one society To promote change, social Emotional, instrumental, informational, to another. movements resort to a combination of appraisal. different forms of action According to Everett Rogers, 1) Campaigns: long-standing 3.C. Media Theories diffusion of innovations is: “The process by activities to demand specific changes; -focus attention on issues, which an innovation is communicated 2) Movement Repertoire: helping to generate public awareness through certain channels over time.. combinations of political action such as and momentum for change. Key Concepts coalition building, media statements, rallies, Relative advantage: an innovation is demonstrations, online mobilization, and Media advocacy- communication strategy perceived as better than the idea it pamphleteering; and that draws on media theory, refers to civic actions supersedes 3) WUNC displays: participants' Compatibility: how much an innovation concerted public representation of Reception Theory’s premise is that is perceived as consistent with the Worthiness, Unity, Numbers, and audiences are not passive, actively values, past experiences, and needs of Commitment. engage with media content and potential adopters. Key Concepts messages Complexity: an innovation is perceived Collective action as difficult to understand and use. Coalition building Key Concepts Trialability: an innovation can be Policy/legislative change Agenda setting (McCombs & Shaw, 1972 experimented with on a limited basis. “WUNC” displays: (Worthiness, Unity, Glanz, Rimer and Lewis, 2008,) shown that Observability: The easier it is for Numbers, and Commitment). the amount of media coverage of any individuals to see the results of an given issue correlates strongly with innovation, the more likely they are to 3.B. Social Network Theory & public perception adopt it. Social Support Theory Agenda dynamics (Media agenda, Public Reinvention: The adaptation of an -refers to a web of social agenda, Policy agenda ) (Rogers & Dearing, innovation by adopters to better meet relationships that surround and influence 1996). refers to the relation among media their needs. individuals. agenda Opinion leaders well-connected Key Concepts Media Advocacy (Wallack (1993) refers individuals to spread new ideas through Structural network to civic actions to shape media attention their own social networks or “peer networks” characteristics: Reciprocity, intensity, on a specific issue. complexity, formality, density, geographic Framing (Goffman, 1974, Iyengar, 1991) III. Community / Social Level dispersion, directionality. how issues are presented in news 3.A. Social Movement Theory coverage.  Reception Theory (Hall, 1973; Morley, communities, children’s rights and Co-design and testing of SBC 1980; McQuail 2005) The interaction well-being. processes and tools. See the tool on HCD between audience members and media It should be a bird’s eye view of for further guidance. content and messages what the following proposal is about. Implementation of SBC II. Scope programming (typically through local 3.D. Social Convention Theory SBC initiatives can take many partners, institutions or community-based are at work when an individual follows a forms, from the design and broadcast of organizations). See the tools on media social rule edutainment campaigns to the creation partnerships, community networks, private of social accountability sector, social mobilization and capacity Key Concepts SBC leverages a large toolkit and building. Interdependent decision-making includes several distinct approaches Monitoring implementation for Organized diffusion which may be used — together or alone progress, changes, push-back, Critical mass unanticipated consequences. Tipping point Approaches include: Evaluation to assess the impact of Public commitment Community Engagement the program on social and behavioral Strategic Communication / SBCC outcomes, informing scale-up, replication Social Movements and sustainability. 3.E Theory of Gender and Power Service Improvements -posits that gender inequality is a Creating Supportive Public Policies Below is a non-exhaustive list of SBC social construction that results from Systems Strengthening implementation strategies. long-term processes of socialization and Applied Behavioral Science Digital Engagement education. Edutainment Key Concepts III. Objectives Gender inequality as a social should be linked to the specific Social Listening construction. social and behavioral results you aim to Feedback and Accountability Systems Power inequality (control; achieve Campaigning coercion; authority; decision-making) IV. Key Activities Behavioral Insights Gender approaches: neutral, Specific technical activities depend Social Norms sensitive, transformative, empowering on the SBC approaches applied; Storytelling SBC initiative will include activities Social Marketing Writing a Social Behavioral related to: Social Service Workforce Change Communication Plan proposal Formative research — qualitative Health Systems Strengthening and quantitative — which seeks to I. Situational Overview understand participant groups as well as V. Deliverables This will depend on the context; it baseline social and behavioral outcomes Deliverables for SBC initiatives vary should offer a short narrative account of widely and depend on the program's nature. VI. Results  SBC programs contribute to a formative research. the SEM outlines the broader variety of social and behavioral objectives. 3. Difficulties integrating SBC across structures that influence behaviour change, VII. Milestones multiple technical programmatic areas. SEM provides an individual, social There are many steps on the way to 4. Unforeseen events and security/health and systemic lens through which to ensure achieving the main results. challenges. that all research, strategies and VIII. Research and Monitoring X. Timeline programmes account for these key levels of Effective SBC programming is Build the timeline using the milestones influence. evidence-based and promotes continued discussed above. community inputs, XI. SBC Capacity Factors that influence both individual highlight the capacity of your team or and collective human behavior. These Formative research -is key to institution to design and implement effective factors are: developing a deep understanding of SBC programming, and describe previous Policy, society and environment: the participants' needs experience, laws, norms and conditions that govern our -to identify what barriers must be XII. Coordination and Governance lives overcome and what opportunities can be Your proposal should also propose Institutions and services: the leveraged. regular engagement with various authorities organizations we interact with, the services and stakeholders. available to us and our experience of them Pre-testing or pilot testing- is a XIII. Dissemination of Results Community: our social groups, those who cost-effective method of assessing the Your main accountability is to the participant live in a similar geographic area or share feasibility, acceptability and affected communities — results should some characteristics or interests with us periodically and primarily be presented to Family and friends: the people who we Routine monitoring - is used to and discussed with them. interact with on a regular basis examine implementation fidelity, identify XIV. Scale-Up and Sustainability Individual: our own cognitive experience gaps in activities, -built with a phased approach that and perceptions focuses first on understanding, diagnosing Outcome evaluations - rigorously -should present these phases within your The Behavioural Drivers Model (BDM) measure changes in social and proposal and explain the criteria and basis aggregates many of these different models behavioral outcomes and programmatic used to assess replicability and scale. to group three important levers of effectiveness. change: IX. Risks/Challenges XV. Budget Psychological 1. Lack of community-level ownership or no proposal can exist without a price tag. Social identification of appropriate implementing Environmental partners. The Socio-Ecological Model (SEM) is 2. Lack of qualitative and quantitative data, UNICEF’s foundational model for social and and limited time or funding for behavior change.  Psychological: this category examines the demographic and Below is a list of disciplines you can draw upon to help social characteristics that make people unique. you understand – and solve – complex behavioral challenges. Psychology- An understanding of the mind and our mental and cognitive processes. Social Psychology-An understanding of how human cognitive processes, decisions and behavior are influenced by social interactions. Anthropology- An approach to research from the perspective of someone within the social group, also known as emic research. This approach focuses on holistic life experience. Sociology- way to analyse human societies, including social groups, social relations, social organizations Social: this category explores the notion that people are never and institutions. fully autonomous, Political Science- understanding of institutions, policies, practices and relations that govern public life. Communications- Key insights into the patterns of interpersonal relationships and how people interact. Behavioural Economics- Theories that shed light on actual human behavior, Public Health- A unique tradition of frameworks and models to SBC that can be adapted to other sectors: Environmental: this category unpacks the wide range of Gender Studies- An understanding of gender as a significant influences that exist in the space around us. factor in familial, social, and economic roles.