Transcript Dias nummer 1

Comunicação, cidadania
e mudança social
Thomas Tufte, Professor
Universidade de Roskilde, Dinamarca
[email protected]
http://ruc-dk.academia.edu/ThomasTufte
FABICO, UFRGS, Porto Alegre, Brasil
29 de Novembre de 2012
A presentacão de hoje:
 Comunicacão e cidadania
 Comunicacão para o desenvolvimento:
paradigmas dominantes
 O papel da sociedade em redes e do
desenvolvimento dos meios (e TICs) na
articulacão de novas dinamicas entre o
cidadão e tomadores de decisão
 Caso da Tanzania: plataformas mediados
organizados pela socieade civil
 Novas oportunidades de voz?
Comunicacão e cidadania
- democracia participativa
 ‘Al ser tan penetrante e influyente, la
comunicación no es solamente un servicio
indispensable sino un instrumento de poder e
influencia, así como un medio de obtener
lucros y acumular capital. La comunicación
contribuye a formar la opinión pública y a la
toma de decisiones por las autoridades. Los
paraguayos tenemos ante nosotros el desafío
representado por la ampliación de la
democracia representativa para llegar a la
democracia participativa. La democratización
de la comunicación es indispensable para
alcanzar la democracia participativa (Juan
Diaz Bordenave, Nov.2011)’
Comunicacão e cidadania
- democracia participativa no Brasil?
 Em 2011, foram muitos os exemplos de
mobilizacão juvenis que chagaram ao noticiário
internacional (…). No Brasil, embora com pouco
registro da imprensa, em várias capitais os jovens
marcaram presenca no espaco público, indagando
por seu lugar nos rumos do ‘desenvolvimento’.
 Entre eles, em comun um medo de sobrar, de não
encontrar um lugar no mundo presente e futuro.
(Regina Novaes, Nov 2012)
Discursos dentro do campo CpD
- tentando um deconstrucão

Development Support Communication (UN/FAO)

Development Communication (Los Banos/Quebral)

Behaviour Change Communication (Public Health)

Information, Education and Communication

Participatory Communication

Alternative Comm (Latin American Scholars)

Communication for Development

Communication for Empowerment (UNDP)

Communication for Social Change (RF)

Comm for Social and Structural Change (Servaes)

Comm for Social and Sustainable Change

Social and Behaviour Change Comm (Wits)

C4D (UNICEF)
Comunicando para que desenvolvimento?
- discurso da modernizacão
 Development Support Communication (FAO –
Childers, final de 60s)
 Development Communication (Los
Banos/Quebral 1973/1988)
 Behaviour Change Communication (Bandura
1974,Rogers 1962/1976; Saúde e Agricultura)
 Information, Education and Communication
Paradigmas Alternativas…
- discursos da dependencia, participacão, etc
 Comunicacão Participativa (Pasquali 1963, Freire
1967, Fals-Borda 70s, Bordenave 1983/84/87,
Mefalopulos 2008)
 Comunicacão Horizontal (Gerace 1970, Beltrán 1979)
 Comunicacão Alternativa (Latinoamericanos)
 NWICO, os 70s e 80s (Roncagliolo)
 Comunicacão e educacão (M.Kaplún, D. Prieto)
 Comunicacão comunitária e cidadã (Peruzzo, Paiva)
 Comunicacão e cultura (Martin-Barbero 1978-87, Alfaro 80s)
O legado da comunicação para a
mudança social na América Latina
 El fuerte compromiso político reflejado en la búsqueda
de estrategias y movimientos sociales de
empoderamiento, crítica social, educación popular y
cambio social
 La dimensión cultural, identitária y con enfasis en
trabajo comunitario de base
 La fuerte voz latinoamericano en el debate
international acerca del Nuevo Orden Mundial de la
Información y Comunicación (NOMIC) en los 70 y 80.
Convergencias…?
 Communication for Empowerment (PNUD – James Deane)
 Communication for Social Change (Rockefeller Foundation –
Wilkins/Mody, Gumucio/Tufte)
 Comm for Social and Sustainable Change (Servaes)
 Social and Behaviour Change Comm (AED/Wits, McKee)
 C4D (UNICEF/Obregon)
 Aonde encuadram todos os movimentos sociais globais de
hoje?? (pos- ‘Primavera Arabe’)
Modelos de comunicacão..
 Persuasion
 Behaviour change communication
 Social marketing
 Information, education and communication (IEC)
 Participatory communication
 Communication for social change
CfD: Multiple Approaches (Obregon & Mosquera, 2005)
Communication Continuum
Diffusion/
Individual
Participatory/
Structural
Diffusion/
Persuasion/
Social Marketing
Information/
Education/
Communication
Behavior
Change
Communication
Social
Ecological
Approach
Communication
For Social
Change
Convergence model
No magic formula
Diversity of frameworks + diversity of strategies
+ multiplicity of interventions = growth of the field =
New conceptual approaches
Desafio atuais na CpD
 changing relations between production of media content,
technology and audiences
 ‘social media’ altering the relation between sender and
receiver in communication processes.
Um campo em transformacão:
orientacões á cidadania
 public connection
 public sphere engagement
 citizen journalism
 participatory journalism
 citizen media
 civic engagement
Civil Society-driven Media Platforms
 Altering relations between decisionmakers and citizens?
 Leading to new spaces of deliberation
and public debate, critique and civic
action?
 Unpacking the processes of
empowerment and citizen
participation?
Communication, Citizenship and
Social Change
 Co-evolution of new and old media
 Citizenship: a social practice grounded in
everyday life
 Civic action: active manifestation of citizens
as claimants of development
 Citizens as media producers, citizen
journalists, bloggers
O poder a comunicacão na
sociedade em rede
 ‘in a world marked by the rise of mass selfcommunication, social movements and
insurgent politics have a the chance to enter
the public space from multiple sources. By
using both horizontal communication
networks and mainstream media to convey
their images and messages, they increase
their chances of enacting social and
political change – even if they start from a
subordinate position in institutional power,
financial resources, or symbolic legitimacy’
(Castells 2009. 302)
Innovation and Caution
 Innovation: social media offer us a new communication
model: dynamic and interactive
 Caution: The media don’t drive social change. The
sentiment of exclusion is the driving force.
Temas no debate atual de
CpMS
 Paradigmas de desenvolvimento – focus
na cidadania, participacão, ‘agencia’
 Papel da cultura popular, narrativas e
formación identitaria
 Temas de poder e da esfera publica
(mediada)
 Movimientos sociais, TANs (RTAs)
 Novos meios e formas de se comunicar
(TICs)
Communicacão e desenvolvimento:
Novas perspectivas teóricas
Pos-Desenvolvimento, globalizacão e mediatizacão
* Issues of voice, questioning the dominant discourse of
development (Escobar)
* ‘Network society’ (Castells), ‘Mediatizacão’ (Hepp/Krohtz)
Democracia Radical

Ideas de democracia e cidadania (Chantal Mouffe – 1993/2005)
Estudos culturais


Estudos de recepcão e analise de producão de sentido
Teoria narrativa – o ‘poder’ da narrativa (storytelling, novelas)
Comunicacão dialogica e pedagogia liberadora (Paulo Freire 1967)
Voz, Discurso publico


Teoria da esfera pública (Habermas/Thompson/Rosa Maria Alfaro)
Analise de discurso
Citizen Media
 The term ’citizens media’ implies, first, that a
collectivity is enacting its citizenship by
actively intervening and transforming the
established mediascape: second, that these
media are contesting social codes,
legitimized identities and
institutionalized social relations: and
third, that these communication practices are
empowering the community involved, to
the point where these transformations and
chages are possible (Rodriguez 2001/2006:
774)
Citizen Tactics
Efforts made by ordinary people to
create spaces for themselves,
overcoming power structures to
which they are subjected
Civil Society-driven Media Platforms
The case of Femina HIP
 Tanzanian NGO, 1999 Largest print media
producer in Tanzania
 Many donors on board,
but is a ’homegrown’
organisation
 Entertainmenteducation through real
life stories
 Multi-media platform
Femina HIP Objectives
To build supportive
environments in
Tanzania where:
 Young people in their
communities enjoy their
right to access
information & services
and are empowered to
make positive informed
choices around
sexuality (…) in order to
reduce the negative
impact of HIV/AIDS.
Femina HIP Objectives
To build supportive
environments in
Tanzania where:
 Communities
exercise their right
to express
themselves,
participate in public
debate & engage in
civil society. (Femina
HIP Logical
Framework, 2007)
FEMA
 FEMA. A glossy
magazine, 64 pages,
170.000 copies
 Published 4 x a year.
Targets youth aged
15-24 especially
secondary school
students in every
region of the
country
SiMchezo
Si Mchezo! 32
pages, 170.000
copies.
6 x a year. Targets
out of school youth
and their
communities
particularly in rural
areas.
Reach and Social Media
Femina reaches approx. 10
mio of Tanzania’s 42 mio
people
Social Media Use:
- ChezaSalama
 Femina Facebook
 SMS-strategy
Outcomes
 Continuity sustains
engagement
 Community
mobilization enables
engagement
 Young people engage
in journalistic practice
 Sparks motivation and
self-confidence
 New public spheres
emerge
 Embryonic civil society
Accountability
Upward Accountability:
 Gaining political clout
 Balancing social critique
and political influence
Downward accountability
 Balancing a mass
vehicle for millions of
audiences with space for
personal engagment
Why voice matters
- the role of media and technology in carving out
space
 Allowing voice in public for a vastly
increased range of people
 A greatly increased mutual awareness
of these new voices
 New scales of organisation
 Understanding what spaces are
required for political organization
 New forms of listening
Comunicacão, cidadania e
mudanca social….no Brasil?
Existe uma efervescência de propostas pelo Brasil que atuam
diretamente no cotidiano, com acões artísticas interventivas e
articulacão de atores sociais em torno de celebracões, encontros e
ocupacões de espacos públicos. Em geral, são agrupamentos não
institucionalizados, que surgem espontaneamente em torno de
determinada urgência social ou por simples desejo de troca e livre
expressão. São da marginalidade, descolados dos centros
produtivos – do capital e do conhecimento – nascem das periferias
urbanas e afirmam-se por sua própria producão de subjetividade.
Primam pelo ato político manifesto, clamam ‘direito à cidade’.
Olhar para os espacos de celebracão nas periferias exige um novo
modo de considerar a acão política como um todo em
transformacão (…)
No território virtual, a internet coloca-se não somente como
ferramenta, mas como o próprio campo de atividade política da
juventude
(Leandro Hoehne, Le Monde Diplomatique Brasil, Nov.2012)
Concorda?
[email protected]
http://ruc-dk.academia.edu/ThomasTufte