The Drum Beat 119 - Theories, Models, Strategies
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CHANGE THEORIES
1. Family Tree of Theories, Methodologies & Strategies in Development Communication: Convergences & Differences
Covers: an Overview of Development Communication; Dominant paradigm theories including Social marketing & Entertainment-education; Critiques of the dominant paradigm including Dependency and Participation; Media advocacy & Social mobilization; and, a Theoretical & Empirical Convergence.
By Silvio Waisbord silviowaisbord@hotmail.com for The Rockefeller Foundation.
2. Buddhist and Aristotelian Concepts of Communication
"In the Aristotelian [Western] notion of communication the idea of manipulation is central. In the Buddhist model, however, the notions of sharing and mutuality are important. " With which would you associate "influence' and 'Understanding' as a key notion? Which emphasises 'intellect' or 'integrity'? From chapter in 'Communications Systems for Planning Change' entitled - "A Buddhist Approach to Development".
3. The Behaviour Change Spiral in the context of the Enabling Environment
Visually positions Social, Cultural, Ethical/Spiritual, Legal, Political & Resource Features in relation to Pre-contemplation, Contemplation, Preparation, Action & Maintenance. From: The Behavior Change spiral from "What do they want us to do now?" AFAO 1996.
4. Precede-Proceed
"...[the] most enduring health behavior change is voluntary in nature...Much research shows that behavior change is most likely and lasting when people have actively participated in decisions about it." Designed by Lawrence Green & Marshall Kreuter - brief summary extracted from 'Theory at a Glance: A Guide for Health Promotion Practice' National Institutes of Health, National Cancer Institute.
Click here for a phase diagram and Click here for information on Diagnostic Phases.
5. The Innovation Process in an Organisation - Decision & Co-orientation Models
Click here for Agenda setting; Matching; Refining/Restructuring; Clarifying; Routinising.
Click here for Client perceptions; Provider perceptions; Client estimates; Provider estimates.
Summaries from 'Communication & Community Development for Health Information: Constructs & Models for Evaluation' by John E. Bowes, Review prepared for the National Network of Libraries of Medicine.
6. Interview: Dr. Jesús Martín-Barbero (Colombia) - Communication, Thinking & Culture - discussion w/ Adelaida Trujillo
[Articulates] some of the key issues in Latin American communications thinking, placing communication and culture as essential pillars in any approach..."Ever since research in this field began, in the contemporary sense of the term, communication was really never the starting point. The starting point for scholars was a political project. And, what they all shared was a pioneering vision of the strategic and decisive place of communication processes in building democracy in these countries, both in political and in social terms."
Contact: Adelaida Trujillo atrujillo@comminit.com
[originally run in May 1999]
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Please send summaries of the CHANGE THEORIES or PRINCIPLES that inform and guide your work to wfeek@comminit.com.
We wish to expand the diversity of cultural backgrounds from which the theories featured emerge.
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New COMMENTARY
Women Surfing the Net: Space for Growth or Simply Left Out? - How do information technologies help or hinder the average woman? Frederick Noronha of bytesforall interviews Concepcion 'Chat' Garcia Ramilo, from APC's Women's Networking Support Programme.
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STRATEGIC THINKING
7. Community Media Telecentres - UNESCO
"Community Multimedia Centres combine local media, especially radio, by local people in local languages with information and communication technology (ICT) applications in a wide range of social, economic and cultural areas. An interactive and participatory approach ensures that the ICTs are genuinely enabling technologies for all members of the community." Contact: Stella Hughes s.hughes@unesco.org
8. Communication for Polio Eradication and Routine Immunisation: Checklists and Easy Reference Guides
19 themes covered including: Communication Aspects of Partnerships; Addressing Barriers to Complete and Timely Vaccination; Communication for House-to-House Immunisation; Dealing with Rumors; Communication on AFP/Sudden Paralysis; Proposed Global Communication Indicators. Prepared by World Health Organization, UNICEF, USAID (BASICS & CHANGE Projects).
Contact: Mike Favin mfavin@aed.org
9. Rethinking Radio
"There has never been a more interesting time to be in the radio business...Today radio pluralism is unstoppable. But there are still a few bumps along the information superhighway that bear thinking about. With hindsight, you could argue it is amazing that radio has made it this far. The radio dial is the worst human interface ever invented...."
by Jonathon Marks Jonathan.Marks@inter.NL.net [Radio Netherlands]
10. HIV and Partner Violence: Implications for HIV Voluntary Counseling and Testing Programmes in Dar es Salaam, Tanzania
"An important component of HIV voluntary counseling and testing (VCT) programmes is encouraging clients to inform partners of their serostatus...Studies have found that a serious barrier to disclosure for women is fear of a violent reaction by male partners and that HIV-infected women are at increased risk for partner violence...this study explored the links between HIV infection, serostatus disclosure, and partner violence among women attending the Muhimbili Health Information Center in Dar es Salaam."
by Suzanne Maman, et al for The Horizons Project.
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jsavidge@comminit.com
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PLANNING MODELS
11. Edutainment as the core part of an integrated communication strategy: The Soul City Approach
The 'heart' model: Promote and popularise; An edutainment vehicle; Supportive Environment; Brand name; Direct Impact; Chararacters; Educational packages; Relate to objectives. Contact: Garth Japhet garthj@soulcity.org.za
12. A-Frame for Advocacy - Johns Hopkins University Center for Communication Programs
Analysis; Strategy; Mobilization; Action; Evaluation; Continuity. Contact: Jose Rimon jrimon@jhuccp.org
13. Forming a Strategy - CONSEFORH
Includes: Project purpose; Communication Strategy aims; Priority audiences/participants; Information needs; Barriers and Opportunities; Communication Channels and messages; Coordinated timing; Material development; Pre-Testing and, Implementation. From: Adam Burke. Communications & Development, a Practical Guide. London: Department for International Development 1999, pg. 25.
14. The Reproductive Health Staircase
A Teaching & Planning Tool for Improving the Health of Women & Children. Each step illustrates one risk in the reproductive life of a female with examples from Pakistan. The diagram can be changed to fit the situation in your culture. Developed by John Davies jdavies@alephx.com Communication consultant.
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Please send PLANNING MODELS that you find supportive to your work to wfeek@comminit.com
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The Drum Beat seeks to cover the full range of communication for development activities. Inclusion of an item does not imply endorsement or support by The Partners.
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