Dias nummer 1
Comunicao, cidadania e mudana social
Thomas Tufte, ProfessorUniversidade de Roskilde,
[email protected]://ruc-dk.academia.edu/ThomasTufte
FABICO, UFRGS, Porto Alegre, Brasil29 de Novembre de 2012A
presentaco de hoje:Comunicaco e cidadaniaComunicaco para o
desenvolvimento: paradigmas dominantes O papel da sociedade em
redes e do desenvolvimento dos meios (e TICs) na articulaco de
novas dinamicas entre o cidado e tomadores de decisoCaso da
Tanzania: plataformas mediados organizados pela socieade civilNovas
oportunidades de voz?
Comunicaco e cidadania - democracia participativaAl ser tan
penetrante e influyente, la comunicacin no es solamente un servicio
indispensable sino un instrumento de poder e influencia, as como un
medio de obtener lucros y acumular capital. La comunicacin
contribuye a formar la opinin pblica y a la toma de decisiones por
las autoridades. Los paraguayos tenemos ante nosotros el desafo
representado por la ampliacin de la democracia representativa para
llegar a la democracia participativa. La democratizacin de la
comunicacin es indispensable para alcanzar la democracia
participativa (Juan Diaz Bordenave, Nov.2011)Comunicaco e cidadania
- democracia participativa no Brasil?Em 2011, foram muitos os
exemplos de mobilizaco juvenis que chagaram ao noticirio
internacional (). No Brasil, embora com pouco registro da imprensa,
em vrias capitais os jovens marcaram presenca no espaco pblico,
indagando por seu lugar nos rumos do desenvolvimento.Entre eles, em
comun um medo de sobrar, de no encontrar um lugar no mundo presente
e futuro.(Regina Novaes, Nov 2012)Discursos dentro do campo CpD-
tentando um deconstruco
Development Support Communication (UN/FAO)Development
Communication (Los Banos/Quebral)Behaviour Change Communication
(Public Health)Information, Education and
CommunicationParticipatory 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 ChangeSocial and Behaviour Change Comm (Wits)C4D
(UNICEF)
Comunicando para que desenvolvimento?- discurso da
modernizacoDevelopment Support Communication (FAO Childers, final
de 60s)
Development Communication (Los Banos/Quebral 1973/1988)
Behaviour Change Communication (Bandura 1974,Rogers 1962/1976;
Sade e Agricultura)
Information, Education and Communication
6Paradigmas Alternativas- discursos da dependencia, participaco,
etc Comunicaco Participativa (Pasquali 1963, Freire 1967,
Fals-Borda 70s, Bordenave 1983/84/87, Mefalopulos 2008)
Comunicaco Horizontal (Gerace 1970, Beltrn 1979)
Comunicaco Alternativa (Latinoamericanos) NWICO, os 70s e 80s
(Roncagliolo)Comunicaco e educaco (M.Kapln, D. Prieto)Comunicaco
comunitria e cidad (Peruzzo, Paiva)Comunicaco e cultura
(Martin-Barbero 1978-87, Alfaro 80s)
O legado da comunicao para a mudana social na Amrica LatinaEl
fuerte compromiso poltico reflejado en la bsqueda de estrategias y
movimientos sociales de empoderamiento, crtica social, educacin
popular y cambio social
La dimensin cultural, identitria y con enfasis en trabajo
comunitario de base
La fuerte voz latinoamericano en el debate international acerca
del Nuevo Orden Mundial de la Informacin y Comunicacin (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 comunicaco..PersuasionBehaviour change
communicationSocial marketingInformation, education and
communication (IEC)Participatory communicationCommunication for
social change
CfD: Multiple Approaches (Obregon & Mosquera,
2005)Diffusion/IndividualParticipatory/Structural
Diffusion/Persuasion/Social
MarketingInformation/Education/CommunicationBehaviorChangeCommunicationSocial
Ecological ApproachCommunication For SocialChangeConvergence
modelNo magic formulaDiversity of frameworks + diversity of
strategies+ multiplicity of interventions = growth of the field
=New conceptual approachesCommunication Continuum11Desafio atuais
na CpDchanging relations between production of media content,
technology and audiences
social media altering the relation between sender and receiver
in communication processes.
Um campo em transformaco: orientaces cidadaniapublic
connectionpublic sphere engagementcitizen journalismparticipatory
journalismcitizen mediacivic engagement
Civil Society-driven Media PlatformsAltering relations between
decision-makers 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
ChangeCo-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 comunicaco na sociedade em redein a world marked by
the rise of mass self-communication, 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 CautionInnovation: social media offer us a new
communication model: dynamic and interactive
Caution: The media dont drive social change. The sentiment of
exclusion is the driving force.Temas no debate atual de CpMS
Paradigmas de desenvolvimento focus na cidadania, participaco,
agenciaPapel da cultura popular, narrativas e formacin
identitariaTemas de poder e da esfera publica (mediada)Movimientos
sociais, TANs (RTAs)Novos meios e formas de se comunicar (TICs)
Communicaco e desenvolvimento: Novas perspectivas tericas
Pos-Desenvolvimento, globalizaco e mediatizaco* Issues of voice,
questioning the dominant discourse of development (Escobar)*
Network society (Castells), Mediatizaco (Hepp/Krohtz)
Democracia Radical Ideas de democracia e cidadania (Chantal
Mouffe 1993/2005)
Estudos culturaisEstudos de recepco e analise de produco de
sentido Teoria narrativa o poder da narrativa (storytelling,
novelas)
Comunicaco dialogica e pedagogia liberadora (Paulo Freire
1967)
Voz, Discurso publicoTeoria da esfera pblica
(Habermas/Thompson/Rosa Maria Alfaro)Analise de discurso
Citizen MediaThe 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 TacticsEfforts made by ordinary
people to create spaces for themselves, overcoming power structures
to which they are subjectedCivil Society-driven Media PlatformsThe
case of Femina HIP
Tanzanian NGO, 1999-
Largest print media producer in Tanzania
Many donors on board, but is a homegrown organisation
Entertainment-education through real life stories
Multi-media platformFemina 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 MediaFemina reaches approx. 10 mio of Tanzanias
42 mio peopleSocial Media Use:ChezaSalamaFemina
FacebookSMS-strategyOutcomes
Continuity sustains engagementCommunity mobilization enables
engagementYoung people engage in journalistic practiceSparks
motivation and self-confidenceNew public spheres emergeEmbryonic
civil societyAccountability
Upward Accountability:Gaining political cloutBalancing social
critique and political influence
Downward accountabilityBalancing a mass vehicle for millions of
audiences with space for personal engagmentWhy voice matters- the
role of media and technology in carving out spaceAllowing voice in
public for a vastly increased range of peopleA greatly increased
mutual awareness of these new voicesNew scales of
organisationUnderstanding what spaces are required for political
organizationNew forms of listening Comunicaco, cidadania e mudanca
social.no Brasil?Existe uma efervescncia de propostas pelo Brasil
que atuam diretamente no cotidiano, com aces artsticas
interventivas e articulaco de atores sociais em torno de
celebraces, encontros e ocupaces de espacos pblicos. Em geral, so
agrupamentos no institucionalizados, que surgem espontaneamente em
torno de determinada urgncia social ou por simples desejo de troca
e livre expresso. So da marginalidade, descolados dos centros
produtivos do capital e do conhecimento nascem das periferias
urbanas e afirmam-se por sua prpria produco de subjetividade.
Primam pelo ato poltico manifesto, clamam direito cidade. Olhar
para os espacos de celebraco nas periferias exige um novo modo de
considerar a aco poltica como um todo em transformaco ()No
territrio virtual, a internet coloca-se no somente como ferramenta,
mas como o prprio campo de atividade poltica da juventude (Leandro
Hoehne, Le Monde Diplomatique Brasil, Nov.2012)Concorda?
[email protected]://ruc-dk.academia.edu/ThomasTufte
