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Communication for social change: an integrated model for measuring the process and its outcomes
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2002
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Practitioners Communication ActivistsCommunication Social ChangeEducationEducational CommunicationCommunicationSocial ChangeSocial TransformationCommunication DialogueCommunication StrategyDiscourse AnalysisCommunication ActivismStrategic CommunicationCommunication EffectsCommunication StudySocial ImpactInternational CommunicationSocial TransitionPopular CommunicationIntegrated ModelCultureHuman CommunicationInterpersonal CommunicationOrganizational CommunicationMedium ChangeSociologySocial FoundationsRelational CommunicationArts
The guiding philosophy of communication for social change can readily be traced to the work of Paulo Freire (1970) the Brazilian educator who conceived of communication as dialogue and participation for the purpose of creating cultural identity trust commitment ownership and empowerment (in today’s term).The proposed model builds on this principle and a broad literature on development communication developed by practitioners communication activists and scholars (such as BeltranDiaz BordenaveCalvelo Shirley White Prieto Castillo Everett Rogers Mata Simpson Servaes Portales and Kincaid) as well as on theories of communication dialogue and conflict resolution. In bringing together the work of practitioners and scholars we have found that there is considerable agreement on the role of communication in development even though at various times over the last 30 years the two groups have diverged. (excerpt)