COMMS 102

WEEK 2: KEY CONCEPTS/SOCIAL CHANGE COMMUNICATION

TODAY...
1 Introducing key concepts

2 What is 'social change'?

3 What is 'social change

communication'?
4 Key theorists and
paradigms...
Te Karere 8-12-21
 On the one hand, US and Eurocentric communication
literature has “embedded within it certain notions of what
social change is and what it entails”…

“individual level transformation in knowledge, attitude and

behaviour, with the impetus of change on improving
individual behaviour.”

Mohan Dutta, 2020: 2

 Social US- and Eurocentric
Change in
the About individual-level
dominant transformation

logics of Transforming individual

development behaviour or attitude

Promoting free market

capitalism

Mohan Dutta, 2016:2-3

The Coca-Cola Foundation
 Social Change Participatory
as communication

'alternative' Grounded in community

to dominant life, a collective

model
Transforming unequal social
and economic policies

Resisting free market

capitalism

Mohan Dutta, 2020:2-3

Stuff NZ March 9 2022
 What is communication?

Communication, as a “symbolic process whereby reality is

produced, maintained, repaired and transformed”

(Carey, 1989, p. 23),

'Strategic'
social change Focused on information
and persuasion

comms Used in public relations,

marketing, advertising

To enable individuals to
make 'better' choices

Again....often viewed as
'top down'

From Silvio Waisbord (2014)

The
participatory
Focusing on persuasion and
critique of strategy is undemocratic
'strategic' social
change comms Just another name for
corporate communication

Military terminology
(tactics, campaigns) etc

But Waisbord argues that

social change comms can be
participatory AND strategic
From Waisbord (2014)
 The way that we understand and practice communication
for development and social change (CDSC) is at a crossroads.
This is the result of several reasons: the critique of the
dominant paradigm of development; recent waves of social
movements following the global financial crisis; the
expansion of the role of civil society actors in development
around the world; the adoption of social movement concepts
and language by development agencies; new media trends;
and the mediatisation of everyday life.

Obregōn and Tufte (2017: 635)

 1 2
Movements
'from above' Movements
- often strategically planned 'from below'
- outline intermediate - grassroots/activist
milestones and end goals from - less structured
the outset - more open-ended
- embed themselves in global or
international development
initiatives

Obregōn and Tufte 2017: 635

Mohan Dutta, 2020: 13
 Four approaches to
social change comms
Development Participatory Culture-
Marxist
Campaigns Development centered
Community
Capitalist Shifting the Community
driven
Driven by driven change
ownership of No change
'experts' to structural
capital to
The conditions
Focused on structural
population Local
workers conditions ownership
needs to be
Still top down Maintains Alternatives
'managed'
status quo to status quo

Mohan Dutta, 2020: 13

 Four approaches to
social change comms
Development
Campaigns
Capitalist
Driven by
'experts'
The
population
needs to be
'managed'

Example: Coca Cola Foundation

 Four approaches to
social change comms
Marxist

Shifting
ownership of
capital
Focused on
workers
Still top down

Example: Amazon Labour Union

 Four approaches to
social change comms
Participatory
Development
Community
driven
No change
to
structural
conditions
Maintains
status quo

Example: Gribblehurst Community Hub

 Four approaches to
social change comms
Culture-
centered
Community
driven change
to structural
conditions
Local
ownership
Alternatives
to status quo

Example: Protect Pūtiki

 Four approaches to
social change comms
Culture-
centered
Community
driven change
to structural
conditions
Local
ownership
Alternatives
to status quo

Example: Manalagi
Project
Kaupapa
Māori 1 Related to 'being Māori'

theory and 2
Connected to Māori
social philosophy and principles

change 3 Takes for granted the validity

and legitimacy of Māori

4 Concerned with struggle for

autonomy and wellbeing for
Māori
 Kaupapa Māori research and methods enables Māori to
"take hold of the project of emancipation and attempt to
make it a reality on their own terms"

(Tuhiwai-Smith, 1999: 186),

 Tino rangatiratanga
Māori control over things Māori
Self-determination
"critique and transform" (Tuhiwai-
Smith and Reid 2000: 15)
"resistance and struggle against
dominant hegemony"

Example: NUKU again !

Summary
1 There are many different
definitions of social change comms
Strategic vs 'Top down' vs
2
Participatory 'Bottom up'

Mohan Dutta's framework offers

3
a good overview

4 Kaupapa Māori and Pan-Pacific

perspectives crucial for us in Aotearoa

5 Next week:
Power and Ethics
Reminder
Assignment 1
Due end of Week 3/next week
Find a published interview (in
a magazine/newspaper, online
etc) with a successful social
change maker
Write a reflection on the
interview
You must refer to Mohan
Dutta's framework for social
change comms in the
reflection!