Communication Is Essential for Global Impact

"[M]ore and more one considers communication to be crucial to effectively tackle the major problems of today. Hence, the question we need to address: Is there a right communication strategy?"

In this manuscript, presented at Humanitarian Technology: Science, Systems and Global Impact 2016, HumTech2016, 7-9 June 2016, Jan Servaes and Patchanee Malikhao examine some of the paradigmatic changes that have impacted the study of communication for development and social change. They note that Communication for Social Change (CSC) has started to address the specific concerns and issues of food security, rural development and livelihood, natural resource management and environment, poverty reduction, equity and gender, and information and communication technologies (ICTs). However, perspectives on sustainability, participation, and culture in communication have changed over time in line with the evolution of development approaches and trends, and in response to the need for effective applications of communication methods and tools to new issues and priorities. "In other words, more analysis, discussion and research are needed."

In the last 20 years, Servaes and Malikhao explain, sustainable development has emerged as one of the most prominent development paradigms. This construct "implies a participatory, multi-stakeholder approach to policy making and implementation, mobilizing public and private resources for development and making use of the knowledge, skills and energy of all social groups concerned with the future of the planet and its people. Within this framework, communication and information play a strategic and fundamental role by; (a) contributing to the interplay of different development factors, (b) improving the sharing of knowledge and information, and (c) encouraging the participation of all concerned."

Servaes and Malikhao describe the field of CSC as vast; they have counted 14 different "devcom" approaches that are currently being used and applied. Generally speaking, though, they see two approaches: one aims to produce a common understanding among all the participants in a development initiative by implementing a policy or a development project, that is, the top-down model. The other emphasises engaging the grassroots in making decisions that enhance their own lives, or the bottom-up model. In their research, communication strategies for social change are divided into 5 levels:

• Behaviour change communication (BCC) - mainly interpersonal communication
• Mass communication (MC) - community media, mass media, and ICTs
• Advocacy communication (AC) - interpersonal and/or mass communication
• Participatory communication (PC) - interpersonal communication and community media
• Communication for structural and sustainable social change (CSSC) - interpersonal communication, participatory communication, and mass communication

In analysing these approaches, they stress that: "Sustainable social change can only be achieved in combination with and incorporating aspects of the wider environment that influences (and constrains) structural and sustainable change. These aspects include: structural and conjunctural factors (e.g. history, migration, conflicts); policy and legislation; service provision; education systems; institutional and organizational factors (e.g. bureaucracy, corruption); cultural factors (e.g. religion, norms and values); socio-demographic factors (e.g., ethnicity, class); socio-political factors; socio-economic factors; and the physical environment."

Servaes and Malikhao examine CSC in more depth, explaining that it takes into account the needs and capacities of all concerned through the integrated and participatory use of communication processes, media, and channels. It works by: giving a voice to different stakeholders to engage in the decision-making process; explaining and conveying information for the purpose of training, exchange of experience, and sharing of know-how and technology; and enacting and promoting policies that increase rural people's access to services and resources. Within this framework, communication is viewed as a social process that is not just confined to the media or to messages.

A list provided in the report examines how CSC methods can deal with the complex issues of sustainable development - e.g., by encouraging changes in behaviour and life-styles, promoting sustainable consumption patterns through sensitisation and education of large audiences. Next, Servaes and Malikhao show CSC as applied to certain development challenges, such as: advancing the right to communicate; conserving environmental sustainability; promoting food security, rural development, and sustainable livelihoods; empowering women, girls, and senior citizens; narrowing the digital divide; reducing poverty; and securing good and affordable health for all.

Having reviewed the past and present of CSC, as well as future challenges for the field, Servaes and Malikhao conclude by suggesting that - considering that CSC coincides with the enhancement of local capacities and the appropriation of communication processes and media by local stakeholders - capacity building in communication, including bridging of the digital divide, is an essential condition for sustainable development and the fulfillment of the United Nations (UN) Sustainable Development Goals (SDGs). Three streams of action are important, they argue:

• "(Social) Media (both old and new, off- and on-line) must be activated to build public support and upward pressure for policy decisions.
• Interest groups must be involved and alliances established for reaching a common understanding and mobilizing societal forces. This calls for networking with influential individuals and groups, political forces and public organizations, professional and academic institutions, religious and cause-oriented groups, business and industry.
• Public demand must be generated and citizens' movements activated to evoke a response from local, national and international leaders. Organized social action with the involvement of committed individuals and communities, support from influential forces and the involvement of concerned sectors of society will result in (more) power to the people."