Transcript Three Challenges

Conversation with Roskilde
communication students
Roskilde, Wednesday 25 March 2009
Three Challenges
of Sustainable Communication
for Social Change
Alfonso Gumucio-Dagron
Dim Sum
We are living difficult times in development
People left aside from decision making
Institutional publicity replacing voices of
communities
Millions spent in programmes that are not
sustainable nor cherished by intended
beneficiaries
The abyss between two worlds is growing
deeper
Development organisations don’t really &
heartily care about people
The role of communication
Only participation and ownership of
development and social change lead to
sustainable processes
There can’t be participation without horizontal
dialogue among all those involved
Communication that is participatory, among
equals, is the only means to ensure
ownership
Easily said and widely accepted
Seldom put in practice as a long-term
process
The New Communicator
Theoretical & practical balance
Direct experience in development
Knowledge of communication practices
Strategic, long term thinking
Understanding technology is just a tool
Flexibility in the alternative use of media
Role of amplifying the voices of voiceless
Work rooted in cultural identity & dialogue
Experience teaches
Contributions from Latin America during 50
years
Pioneering concrete praxis and theoretical
thinking
Social appropriation of political, social,
cultural & economic change
Participation is a right, not a generous
concession
The right to communicate is central to
development & social change
The way ahead
Thousands of community-based experiences
have changed the life of millions
However, it is fragile and reversible
It is not enough to question the concept of
development as it is implemented by large
agencies
We need to affect development as a whole
through communication for social change
The terms of negotiation need new strategies
at all levels
1. The challenge of naming things
When the words are obstacles for dialogue
Words are the reduction of meaning
Information or communication?
Access or participation?
Journalists or communicators?
Messages or processes?
Information or knowledge?
Communications or communication?
2. The Challenge of developing the
discipline
Communication studies in the world
2,000 departments of “social communication”
- media studies - 25 year-old confusion
Less than 20 universities offer ComDev or
communication for social change
Saturation of media - small jobs
Need for CFSC specialists unattended
More strategists of communication for
development are needed, not only activists
A separate field of study, specific, unique
3. The challenge of legitimising the
field
Need of “hierarchy” for dialogue with decision
makers
A political perspective on development
Influence policy-makers
End the subsidiary role of communication
Recognition of communication rights
Establish learning processes & capacity
development within organisations
Indicators of institutional change:
– Communication policies & strategies
– Specialised staff at higher levels
– Budgeting at least 5% for communication
www.cfsc.org
www.comminit.com