This study investigates how the non-governmental women’s rights organization Kvinna till Kvinna structures their external communication to raise public awareness in Sweden of issues important for social change; and in what way strategic communication is used in this process in order to cope with contemporary challenges. A qualitative research approach is applied to create an in-depth understanding of this. Two methods, qualitative content analysis of online gathered material and semi-structured interview, are used to grasp the organization’s work with the external communication. The strategic participatory approach to communication for development and social change functions as the theoretical framework. The results identify the organization’s approach to social change, strategic thinking in the set of goals, communication tactics, communication strategies and use of strategic junctures. Kvinna till Kvinna communicates on the basis of a structured and strategic plan which decides what, when and how to communicate. By repeatedly sharing great amounts of information about women’s rights, development work and development challenges, the communication is characterized by persuasion as well as educational connections. The persuasive character is strengthened through the use of storytelling and celebrities that convey the information. Kvinna till Kvinna to some extent work according to the strategic participatory approach which indicates that the awareness of the public could be increased. It is however primarily strategic rather than participatory elements, that permeate the organization’s communication, which also function as a way to handle contemporary challenges. A strategic communication which takes the external environment into account is concluded to be a tool for counteracting threats by political developments. The study highlights that strategic elements are central for a non-governmental organization in its strive for promoting and achieving social change, but participatory elements can also be understood as valuable in this process. The case of KtK enabled a discussion about the applicability of the theoretical framework and through this, possible developments and additions to the framework were highlighted.

La presente investigación titulada Estrategia de comunicación para promover una cultura ambiental en el pueblo joven Fuentes Linares, Ferreñafe, planteó como objetivos: realizar un diagnóstico de la situación actual sobre cultura ambiental en Fuentes Linares, establecer los pasos de la estrategia de comunicación e identificar las herramientas de comunicación para construir relaciones con el público objetivo. El enfoque que se empleó fue cualitativo y el diseño, fenomenológico. Asimismo, el escenario elegido fue el pueblo joven Fuentes Linares. Se trabajó la técnica de la entrevista estructurada, cuyo instrumento fue el cuestionario de entrevista que estuvo dirigido a cinco expertos en Comunicación para el Desarrollo, tres representantes de instituciones públicas y diez moradores del pueblo joven mencionado. Se obtuvieron como resultados que los habitantes tienen poco interés y compromiso por participar en temas de cultura ambiental y las instituciones públicas no promueven actividades de comunicación que permitan involucrarlos para concienciarlos sobre las consecuencias del impacto ambiental. Además, se demostró la importancia de diseñar estrategias de Comunicación para el Desarrollo, porque promueven el diálogo, el cambio de actitud frente a una problemática social y la búsqueda de soluciones. Por ello, en esta propuesta se determinaron seis pasos imprescindibles como: identificación del problema y el público objetivo; formulación de los objetivos y los mensajes; selección de las herramientas con las que se compartirán los mensajes; diseño de la estrategia; monitoreo y evaluación. Finalmente, los talleres, la radio y las redes sociales fueron las herramientas apropiadas para generar la participación en la población. / The present investigation entitled Communication strategy to promote an environmental culture in the young town of Fuentes Linares, Ferreñafe, raised as objectives: to carry out a diagnosis of the current situation on environmental culture in Fuentes Linares, to establish the steps of the communication strategy and to identify the communication tools to build relationships with the target audience. The approach used was qualitative and the design was phenomenological. Likewise, the chosen setting was the young town of Fuentes Linares. The technique of the structured interview was worked, whose instrument was the interview questionnaire that was addressed to five experts in Communication for Development, three representatives of public institutions and ten residents of the mentioned young town. It was obtained as results that the inhabitants have little interest and commitment to participate in issues of environmental culture and public institutions do not promote communication activities that allow them to be involved to raise awareness about the consequences of environmental impact. In addition, the importance of designing Communication for Development strategies was demonstrated, because they promote dialogue, the change of attitude towards a social problem and the search for solutions. For this reason, six essential steps were determined in this proposal, such as: identification of the problem and the target audience; formulation of objectives and messages; selection of the tools with which the messages will be shared; strategy design; monitoring and evaluation. Finally, the workshops, radio and social networks were the appropriate tools to generate participation in the population.

The case study “To Engage a Community”  examines the Pikin to Pikin Tok radio project in Sierra Leone, a project designed by Child to Child and the Pikin-to-Pikin-Movement to address child rights issues during and after the Ebola crisis. The study focuses on the projects’ use of participatory communication strategies to engage communities in the Kailahun district. The primary objective of the study is to offer valuable insights to the field of communication for development by analysing the project's design. Through a qualitative approach that involved thematic analysis of project documents and interviews with project staff, the research sought to gain a deeper understanding of the community participation in the project. A key finding highlighted in the study is the pivotal role of the community in the design and implementation of the radio program, underscoring the significance of tailoring initiatives to be child-friendly, and adapted to culture and context. The study emphasises the importance of genuine community engagement throughout the project, emphasising the need for sustained involvement and ownership beyond consultation. By shedding light on the successes and challenges encountered in the Pikin to Pikin Tok project, the research aims to offer valuable lessons that can inform future social change initiatives and contribute to the communication for development field. / Fallstudien undersöker Pikin to Pikin Tok-projektet i Sierra Leone som utvecklades av organisationerna Child to Child och the Pikin-to-Pikin-Movement, med särskilt fokus på användningen av teorin participatory communication (deltagarbaserad kommunikation) för att engagera samhället i Kailahun-distriktet. Det främsta målet med studien är att bidra med värdefulla insikter inom området kommunikation för utveckling genom att analysera projektets planerings- och designfas. Genom en kvalitativ metod bestående av en tematisk analys av intervjuer med projektarbetare och projektdokument, strävade forskningen efter att nå en djupare förståelse för civilsamhällets deltagande i projektet. Ett resultat som lyfts fram i studien är civilsamhällets avgörande roll i utformningen och genomförandet av radioprogrammet, vilket understryker vikten av att anpassa initiativ till till barn samt kultur och kontext. Studien betonar den kritiska betydelsen av genuint samhällsengagemang genom hela projektet, och framhäver behovet av långvarigt engagemang bortom enbart konsultation. Genom att belysa framgångar och utmaningar som möttes i Pikin to Pikin Tok projektet, syftar denna uppsats att bidra med värdefulla lärdomar som kan bidra till utvecklingen av framtida sociala förändringsinitiativ och bidra till området kommunikation för utveckling.

A tese apresenta uma visão geral da importância das TICs ? sobretudo da Internet ? para a participação do cidadão na ?sociedade da informação?. Nesse sentido é introduzida a questão da desigualdade de acesso, destacando o cenário da exclusão digital no mundo e sobretudo no Brasil. São apresentadas as discussões em torno da inclusão digital e o histórico do seu desenvolvimento no país, abordando a importância do letramento e da apropriação tecnológica para a produção de conhecimento. Foram também comparadas as opiniões de mentores, coordenadores, monitores e usuários de programas de inclusão digital, no que diz respeito à contribuição da Internet para a produção e consumo de informação e para o desenvolvimento social, econômico e político das comunidades de baixa renda, assim como identificados os interesses políticos e econômicos por trás da inclusão digital. Suas contribuições mais significativas estão na reflexão crítica e na historicização do desenvolvimento das iniciativas de inclusão digital no país, no registro do discurso e da opinião dos atores que elaboram e promovem esse processo, e principalmente na visão dos usuários desses programas, suas realizações e limitações, oferecendo pistas para a articulação de um plano nacional que envolva políticas públicas consistentes e que alavanque a inclusão social e o desenvolvimento do país. / The thesis offers an overall view on the importance of ICTs ? especially of the Internet ? for the citizen\'s participation in the \"information society\". The author introduces the issue of the digital divide, with emphasis on the scenario of digital exclusion around the world and particularly in Brazil. The document describes discussions about digital inclusion and the background of its development in the country, emphasizing how important education and technical appropriation are for the production of knowledge. Opinions of mentors, coordinators, tutors and users of digital inclusion programs were compared, examining the contribution of the Internet to the information production and consumption and also for the social, economic and political development of low-income communities, trying to identify the political and economic interests behind the digital inclusion. The most significant contributions of this document are the critical analysis and the historical organization on the development of digital inclusion initiatives in the country, the registration of speeches and opinions of those actors who develop and foster that process, and specially the view of program users, their accomplishments and limits, offering clues for the articulation of a national plan that should include consistent public policies and lever social inclusion and development all over the country.

Made available in DSpace on 2016-04-25T20:20:17Z (GMT). No. of bitstreams: 1 Clara Maria Pugnaloni.pdf: 5876751 bytes, checksum: e3e631ba701ce20b18d0cf486b3eb515 (MD5) Previous issue date: 2011-06-09 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / The study here presented follows the qualitative social research patterns in order to know the adoption of Communication for Development in two distinct moments for the realization of Humanitarian Help projects. In their initial phase, the Emergency one, when the first actions for the reorganization of the country are held by the International Organizations. And, in the Development phase, when the political and socioeconomic order and the fundamental rights become a priority. The objective was to get to know the actions for communication adopted by the International Organization (IO) and by selected the Non-Governmental Organizations (NGOs), in the Humanitarian Help projects which they develop. The aim of the thesis was to point the main actions for communications that might facilitate the implementation of the projects and the obtaining of the desired results. And, in this way, to collaborate with the rights holders, so that they are transformed in social actors, the way it is taught by the praxis of Paulo Freire pedagogy. As a final contribution, I developed a theoretical-operational reference in Communication for Development, possible to be adopted in future projects / O estudo ora apresentado adota os padrões da pesquisa social qualitativa para conhecer a adoção da Comunicação para o Desenvolvimento em dois momentos distintos na realização de projetos de Ajuda Humanitária. Na fase inicial, a da Emergência, quando as primeiras ações para reorganização do país são empreendidas pelas Organizações Internacionais. E, na fase de Desenvolvimento, quando instaurar a ordem política e socioeconômica e os direitos fundamentais passa a ser o prioritário. O objetivo foi dar a conhecer as ações de comunicação adotadas pela Organização Internacional (OI) e pelas Organizações não Governamentais (ONGs) selecionadas, nos projetos de Ajuda Humanitária que desenvolvem. O foco da tese foi o de elencar as principais ações de comunicação que possam facilitar a implantação dos projetos e a obtenção dos resultados pretendidos. E, dessa forma, colaborar para que os beneficiários se transformem em atores sociais, como prega à práxis da pedagogia de Paulo Freire. Como contribuição final, elaborei um referencial teórico-operacional em Comunicação para o Desenvolvimento possível de adoção em futuros projetos

Made available in DSpace on 2016-04-26T14:53:08Z (GMT). No. of bitstreams: 1 Clara Maria Pugnaloni.pdf: 5876751 bytes, checksum: e3e631ba701ce20b18d0cf486b3eb515 (MD5) Previous issue date: 2011-06-09 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / The study here presented follows the qualitative social research patterns in order to know the adoption of Communication for Development in two distinct moments for the realization of Humanitarian Help projects. In their initial phase, the Emergency one, when the first actions for the reorganization of the country are held by the International Organizations. And, in the Development phase, when the political and socioeconomic order and the fundamental rights become a priority. The objective was to get to know the actions for communication adopted by the International Organization (IO) and by selected the Non-Governmental Organizations (NGOs), in the Humanitarian Help projects which they develop. The aim of the thesis was to point the main actions for communications that might facilitate the implementation of the projects and the obtaining of the desired results. And, in this way, to collaborate with the rights holders, so that they are transformed in social actors, the way it is taught by the praxis of Paulo Freire pedagogy. As a final contribution, I developed a theoretical-operational reference in Communication for Development, possible to be adopted in future projects / O estudo ora apresentado adota os padrões da pesquisa social qualitativa para conhecer a adoção da Comunicação para o Desenvolvimento em dois momentos distintos na realização de projetos de Ajuda Humanitária. Na fase inicial, a da Emergência, quando as primeiras ações para reorganização do país são empreendidas pelas Organizações Internacionais. E, na fase de Desenvolvimento, quando instaurar a ordem política e socioeconômica e os direitos fundamentais passa a ser o prioritário. O objetivo foi dar a conhecer as ações de comunicação adotadas pela Organização Internacional (OI) e pelas Organizações não Governamentais (ONGs) selecionadas, nos projetos de Ajuda Humanitária que desenvolvem. O foco da tese foi o de elencar as principais ações de comunicação que possam facilitar a implantação dos projetos e a obtenção dos resultados pretendidos. E, dessa forma, colaborar para que os beneficiários se transformem em atores sociais, como prega à práxis da pedagogia de Paulo Freire. Como contribuição final, elaborei um referencial teórico-operacional em Comunicação para o Desenvolvimento possível de adoção em futuros projetos

Made available in DSpace on 2016-08-03T12:31:01Z (GMT). No. of bitstreams: 1 Tese_Tomas_Jane_final_1_.pdf: 2090486 bytes, checksum: fb9ef4729841fedf92aaaf77930d37a1 (MD5) Previous issue date: 2006-04-05 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / The work “Communication for development: the roll of the community radios and televisions in the education for development of the communities of Mozambique” is meant to observe, analyze and describe the importance and the contribution of community radios and televisions in the consciencialization of the Mozambican populations for the accomplishment of actions towards local development. The studied period comprehend the last 15 years (1991 - 2005) of existence of the first media law, approved by the parliament. The research was centered in the actions taken both by the government and by civil society in general, and the meaning that the community radios and televisions have for the local population, based on theoretical and practical knowledge acquired during the present study. Community radio and television are education instruments and understanding of the community's people. They have an important part in the citizens' life, mobilizing them to involve on taken actions in the combat process of the absolute poverty that the population lives in their community. They are community goods contributing to the sustainable development of the own communities. / Trata-se de um estudo sobre as rádios e televisões comunitárias em Moçambique. São investigadas as ações implementadas tanto pelo governo como pela sociedade civil, bem como o significado que essas emissoras têm para as populações locais. O objetivo é analisar a importância e a contribuição das rádios e televisões comunitárias para a conscientização das populações moçambicanas e para a realização com vistas ao desenvolvimento local. A metodologia privilegiou a pesquisa bibliográfica e documental, além de entrevistas semi-estruturadas junto a coordenadores das emissoras, entre outros. Foram estudadas 8 emissoras sediadas nas províncias de Zambézia, Sofala, Inhambane, Maputo e Maputo Cidade, de 2004 a 2005, além de ter sido feito um breve resgate do percurso histórico da comunicação em Moçambique nos últimos 15 anos, desde a promulgação da primeira Lei de Imprensa aprovada pela Assembléia da República. Conclui-se que as rádios e a televisões comunitárias são instrumentos de educação e conscientização das pessoas das comunidades investigadas. Elas desempenham um papel importante na vida dos cidadãos, mobilizando-os a se envolverem nas ações de combate à pobreza absoluta que se vive no seu país. São bens comunitários contribuindo para o desenvolvimento sustentável das próprias comunidades

A tese apresenta uma visão geral da importância das TICs ? sobretudo da Internet ? para a participação do cidadão na ?sociedade da informação?. Nesse sentido é introduzida a questão da desigualdade de acesso, destacando o cenário da exclusão digital no mundo e sobretudo no Brasil. São apresentadas as discussões em torno da inclusão digital e o histórico do seu desenvolvimento no país, abordando a importância do letramento e da apropriação tecnológica para a produção de conhecimento. Foram também comparadas as opiniões de mentores, coordenadores, monitores e usuários de programas de inclusão digital, no que diz respeito à contribuição da Internet para a produção e consumo de informação e para o desenvolvimento social, econômico e político das comunidades de baixa renda, assim como identificados os interesses políticos e econômicos por trás da inclusão digital. Suas contribuições mais significativas estão na reflexão crítica e na historicização do desenvolvimento das iniciativas de inclusão digital no país, no registro do discurso e da opinião dos atores que elaboram e promovem esse processo, e principalmente na visão dos usuários desses programas, suas realizações e limitações, oferecendo pistas para a articulação de um plano nacional que envolva políticas públicas consistentes e que alavanque a inclusão social e o desenvolvimento do país. / The thesis offers an overall view on the importance of ICTs ? especially of the Internet ? for the citizen\'s participation in the \"information society\". The author introduces the issue of the digital divide, with emphasis on the scenario of digital exclusion around the world and particularly in Brazil. The document describes discussions about digital inclusion and the background of its development in the country, emphasizing how important education and technical appropriation are for the production of knowledge. Opinions of mentors, coordinators, tutors and users of digital inclusion programs were compared, examining the contribution of the Internet to the information production and consumption and also for the social, economic and political development of low-income communities, trying to identify the political and economic interests behind the digital inclusion. The most significant contributions of this document are the critical analysis and the historical organization on the development of digital inclusion initiatives in the country, the registration of speeches and opinions of those actors who develop and foster that process, and specially the view of program users, their accomplishments and limits, offering clues for the articulation of a national plan that should include consistent public policies and lever social inclusion and development all over the country.

Un nombre d’auteurs appellent à reconsidérer la communication pour le développement et le changement social comme une question de techniques et société. Les modèles de l’intégration sociale des innovations en SIC sont donc utilisés ici pour étudier comment de nouveaux dispositifs d’appui sont acceptés et appropriés par leurs usagers dans les pays en développement, et notamment en Asie centrale (Turkménistan). Le fait que la réception et l’appropriation des dispositifs par leurs usagers est primordiale pour l’efficacité des programmes d’appui n’est plus à prouver. Nous synthétisons les modèles des écoles anglo-saxonnes et francophones et dégageons les axes communs, déterminants pour l’intégration sociale : en amont de l’usage (les modèles de l’acceptation) et en aval (les modèles de l’appropriation). C’est la construction du sens d’usage, où l’usager mobilise les représentations « déjà-là » et l’imaginaire, pour évaluer les avantages et les pertes liés à l’usage du dispositif, l’expérience anticipée ou perçue de l’usage situé. Cette construction mentale s’apparente dans la littérature à la formation de la valeur perçue d’usage (Jouet ; Mallein, Toussaint et coll. ; Boenisch ; Assude et al. ; Nelson ; Kim et al.) ; néanmoins, il serait nécessaire de mieux comprendre ce processus. Nous explorons ce concept en détail dans notre étude qualitative de cas multi-sites réalisée dans le contexte d’un des dispositifs d’appui à la PME au Turkménistan. Nous modélisons le rôle de la valeur perçue d’usage dans l’intégration de nouveaux dispositifs d’utilité sociétale et le mécanisme de sa formation mentale chez les usagers organisationnels. / Number of researchers call to reconsider communication for development and social change, as a problem of techniques and society. Thus, the models of social integration of innovations are used here to study how the new development support components are accepted and appropriated by their users in developing countries, notably in Central Asia (Turkmenistan). There is no need to prove anymore that users’ reception and appropriation is critical to the development programs effectiveness. Hence, we synthesize the Anglo-Saxon and French models and distinguish the common determinant axes for the innovation reception: before its actual use (acceptance models) and after it (cognitive appropriation models). It appears to be the mental construction of the meaning of use: the user mobilizes his representations « already there » and his imaginary to assess the associated functional and symbolic benefits-costs, the anticipated and perceived use experience. In the literature, this mental construction process appears as the formation of the Perceived Value of Use (Jouet; Mallein, Toussaint and coll.; Boenisch; Assude et al.; Nelson; Kim et al.). However, it would be necessary to further investigate this process. We explore this concept in detail in our qualitative multi-site case study, conducted within one of the SME support components in Turkmenistan. As result, we model the role of the Perceived Value of Use for the acceptance and the appropriation of the new services of social utility, as well as its mental formation on the organisational users’ side.

In recent years, old-hand development scholars, in the category of Dan Brockington, have expressed their concern over academia’s neglect of the significance of celebrities in the field. As has been the case of an outturn hereof, namely beauty pageants. In the last six decades, Venezuela has positioned itself not only as one of the world's largest exporters of oil but also as one of the leading engenderers of titleholders in international pageantry. The latter, which has resulted in Venezuelans regarding the pageant as a fundamental cultural undercurrent in their collective identity, seems to be a ceaseless manifestation in spite of the country’s worrisome current socio-economic status. Rather than adopting a condescending paradigm towards the Miss Venezuela pageant, it is precisely this vertex of ambiguity that opens the avenue for an interesting development question. After all, if celebrity beauty queens from Venezuela are deemed as part of the nation’s identity, could the pageant, in the same breath, be deemed as a contributor to communication for development? While espousing historical context as an analysing method and in pursuit of David Hulme’s Celebrity-Development nexus and Elizabeth McCall’s four strands of communication for development, this paper presents a qualitative study in which hands-on experts are given a platform. The findings show the evolution of a beauty pageant from a, nearly, nationalist device into a system that is grounded in the Millennium Development Goals and that aims to forge socially responsible beauty representatives that are competent enough to herald purposeful messages.