Sustainability Interpersonal Communication

Mass Com
Assignment: 2
Role of communication in social change
Communication for Social Change
Referred to as communication for sustainable social
change and development, involves the use of variety of communication techniques
to address inefficient systems, processes, or modes of production within a specific
location that has not incurred major technological advances. Different mediums and
approaches are used to help individuals among the targeted society to acquire new
knowledge and skills. This will allow communities not only to experience change but
to guide it as well.
A possible strategy in achieving sustainability and development places the people of
the community in the center of the communication process. This technique is also
known as the participatory approach where interpersonal communication is
exercised through community media. The members of the culture are agents of
change as opposed to the outsiders who may provide any necessary tools.
Technology then becomes implemented by people in their social and economic
contexts and results in a major shaping process. The participatory approach can be
combined with three other types of communicative methods to effectively invoke
social change. These include: behavior change communication, mass
communication, and advocacy communication.
Different types of mediums can be used in achieving governance, health and
sustainable development. Old media can be combined with new media to educate
specific populations. Information and communication technologies (ICTs) in addition
to multi-media are able to address visual, auditory and kinesthetic learners and
prove to be an important contribution to economic growth. Questions need to be
raised about who the stake holders, policy makers, partners and practitioners are
and what their goals might be for the community seeking sustainable development.
Oftentimes, those who set the agenda are the ones doing the funding for the project
and may include international agencies, bilateral agencies, national
authorities, NGOs, and local organizations.
Prior to the project, decision makers consider if introducing new technology will
disrupt religion, language, political organization, economy, familial relations
and complexity of the targeted society. Other factors have to be acknowledged as
well and may include already present policies and legislations, educational systems,
service provisions, institutional and organizational constructions (in the forms
of corruption, bureaucracy, etc.), socio-demographic and economic aspects, and the
physical environment.
Composed of a mixture of old classics, new classics, reports on state of the art in
important areas, and speculations about the future, this second edition of the
reader in communication research provides an introduction to questions about how
communication works and what it does. Papers by prominent researchers and
writers in the field comprise the chapters, and areas covered are divided into two
major sections: the nature of communication between humans and the nature of
communication effects. Articles and papers under the section on communication
between humans deal with media and messages of communication and the
audiences of mass communication. Those papers included under the section on
communication effects cover attitudes, information, and effects; social effects;
public opinion and politics; innovation and change; and the technological future of
mass communication
Communications for social change (CFSC) is a model of development
communications that describes an iterative process in which community dialogue
and collective action work together in order to produce social change in a
community. The goal of CFSC is to improve the health and welfare of all members in
the community.
CFSC integrates a number of theories into its framework, including group dynamics,
conflict resolution, leadership, quality improvement, and network/convergence
theory of communication. In particular, the network/convergence theory of
communication represents communication as a process of horizontal sharing
between two or more participants within social networks. In this theory, information
is shared or exchanged between two or more individuals rather than than
transmitted from one to the other. In other words, there are no passive receivers of
information. Furthermore, this theory stresses the importance of the participation
and interpretation of participants: it draws upon the principles of semiotics and
hermeneutics, which treat understanding in terms of a dialogue or ongoing cultural
conversation. Finally, this theory reprents a horizontal, symnetrical relationship
among two or more participants, which is created by the sharing of information.
Conclusion
In this paper I tried to explain the role of communication during organisational
change by reflecting the goals of internal communication (Francis, 1989), and
discuss them in relation to organisational change. A distinction between the
informative function of communication and communication as a mean to create a
community was made. In the suggested model communication has not only an
effect on readiness for change, but also on uncertainty.
The model could guide empirical research, but as is the case in much applied
organisational research it is hard to find organisations that are willing to participate
on the one hand, and on the other hand, limit the influences of specific
characteristics of the change which will be conducted at the specific organisation.

Sustainability Interpersonal Communication

Uploaded by

Copyright:

Available Formats

Sustainability Interpersonal Communication

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Sustainability Interpersonal Communication

Uploaded by

Copyright:

Available Formats

Mass Com

You might also like