Transcript Why social norms matter in communication for development

How social norms can enrich communication
for development practice
The ah ha moment!
video
Ketan Chitnis, PhD
UNICEF Viet Nam
Conceptual underpinning
Commn for social change
Policy/Enabling
Environment
Social norms change
Pattern of behaviour
(national, state, local laws)
Organizational
(organizations and social institutions
Community
Prefer to follow
irrespective of others
(relationships between
organizations)
Follow if they belief
others follow
behaviour
Interpersonal
(families, friends, social
networks)
Custom or moral rule
Empirical expectation
enough to motivate
action (DN)
Individual
(knowledge,
attitudes,
behaviors)
Normative
expectations needed
to motivate action
(SN)
Why people do what they do?
C4D in general
Social norms perspective
• Cultural practice based on
deep rooted beliefs (care of
Unconditional behaviour
• Customs
• Personal normative beliefs –
true or false
Conditional behaviour
• Social proof
• Normative expectations
newborn/infants, disciplining children,
illness and well being)
• Attitudes developed over
time based on experience,
understanding, interaction
• Social pressure, expectation
(in laws, neighbours, authorities, etc)
• Limited choice/exposure to
different practices
• Limited knowledge base
How people change?
Comm for social change
Norm change or creation
• Mutual and share
understanding of reality
• Empowerment resulting from
self- and collective efficacy
• Change structures within
society that limit people from
achieving full potential
• Attitudinal change essential
for individual change and to
demand rights
• Networks as connectors to
spread new ideas
• Changes in social expectations
• Collective change of
expectations
• Coordinated actions
• Harmonize moral, legal and
social norms
• Power dynamics forms and
expression (including faceless
power)
• Networks as relationships
Methodological approach
Comm for social change
Catalyst
Media, Policies,
Programmes,
Community event
Individual &
Collective
Change
Diffusion inherent to
the process
Community
Dialogue
Social norm change
Core
group
Value
deliberation
Regular meetings,
specific forums,
Collective
Action
Resulting from
empowerment
Collective
Change/
Coordinat
ed
Making
change
visible
Organized
diffusion
Summary
• Comm for social change
recognizes communities
change via dialogue,
action, diffusion of new
ideas, empowering
individuals and
communities and by
having an enabling
environment for new
practices to thrive
• Social norms approach
recognizes that certain
patterns of behaviour
are rules followed due
to the social
expectations and
sanctions imposed by
others who are part of
the network, and
change is feasible when
expectations are altered
Enriching the comm for social change
approach with social norms perspective
• Inter-dependent actions and coordinated change
• Changing social expectations (media is used to model
new behaviours but not always)
• Emphasis on changing deep-rooted beliefs (masculinity,
gender roles) is not resulting in the expected change
• Emphasis on self-efficacy with less attention paid to
power structures
• Changes in power is understood too simplistically (people
would demand rights when well informed and having
confidence)
Tools to consider in C4D analysis to determine norms
Questions
What are the factual beliefs of
people towards CWD?
What are personal normative
beliefs towards CWDs?
What are the current
preferences towards CWDs by
parents, community, teachers,
government, etc?
What are the empirical
expectations?
What are the normative
expectations?
Prevailing beliefs, attitudes, practices and norms
CWDs need help, they are pitiable and require handouts and
charity to assist families and CWDs, especially those with
severe mental/ developmental disabilities
CWDs require assistance from the state – special schools,
respite centres, etc
CWDs are generally dependent on someone around them
Keep children away from neighbours/community as they will
be made fun of
Send CWDs especially with severe disabilities to special school
and protection centre
CWDs can only be taught certain basic skills (vocational)
Schools do not have facilities or teachers with requisite skills to
accommodate CWDs; Special day care and residential centres
for CWDs (severe disabilities) by the government
People perceive that given the special needs of CWD to either
send them to institutional care or keep them in the house
away from other children; Need to further probe this area.
Tools to consider in C4D analysis to determine norms
What are the current sanctions
– real or perceived – towards
parents of CWDs/CWDs?
How can value deliberations be
initiated around CWDs?
Parents of CWDs – need to explore
CWDs - Ridicule/made fun of, not willingly integrated by
other children/neigbours, etc
Current media portrayals are negative – CWD and PWDs in
general are shown as helpless and needing assistance. Positive
media portrayals and by having public events to showcase the
potential of CWDs.
Neighbours and community is the immediate network but
central nodes and bridge nodes need to be identified.
Further analysis is required around why families decide to
either send CWDs to institutional care or keep them at home
hidden from society.
Who would be the reference
network for parents of CWDs?
What prevailing power
structures inhibit or favor
integration of CWDs into
society?
What are the prevailing legal
Existing laws and policies need to be reviewed.
norms re CWDs?
How can social expectations re Explore options that parents, communities, teachers, leaders
CWD be altered?
etc consider as feasible in the society for CWD for integration.
Use existing role models and success stories to alter factual
beliefs towards CWDs
THANK YOU…