Communicating for Development?Communicating for Development?- Media, Young Adults, and Public Health - Media, Young Adults, and Public Health

Communication in TanzaniaCommunication in Tanzania

Prof. Thomas Tufte, Ph.DProf. Thomas Tufte, Ph.DRoskilde UniversityRoskilde University

Halle Speaker Series LectureHalle Speaker Series LectureEmory University, Atlanta, USAEmory University, Atlanta, USA

April 14 2011April 14 2011

Today’s presentationToday’s presentation Communication for Development Communication for Development

– Trends and paradigmsTrends and paradigms

The Case of Femina HIPThe Case of Femina HIP

– From Health Comm Projects to Civil Society driven From Health Comm Projects to Civil Society driven Media PlatformsMedia Platforms

– Refocusing the attention to the Refocusing the attention to the citizen/user/audiencecitizen/user/audience

People Speaking Back? Media, Empowerment People Speaking Back? Media, Empowerment and Democracy in East Africa (MEDIeA 2009-and Democracy in East Africa (MEDIeA 2009-2013)2013)– Research design & Preliminary findingsResearch design & Preliminary findings

Orecomm.netOrecomm.net- a Communication and Glocal Change Research Consortium- a Communication and Glocal Change Research Consortium

- 2 universities (Roskilde & Malmø), 2 countries 2 universities (Roskilde & Malmø), 2 countries (Denmark & Sweden), many internat’l partners(Denmark & Sweden), many internat’l partners

- Hosting research projects (Writing Transition, Hosting research projects (Writing Transition, MEDIMEDIeeA, Tanzania Diaspora…)A, Tanzania Diaspora…)

- Organize Seminars and Festivals in Organize Seminars and Festivals in Communication for Development: Upcoming: 6 Communication for Development: Upcoming: 6 June + 9-13 September!June + 9-13 September!

- A web-based MA in ComDev (a large and active A web-based MA in ComDev (a large and active alumni community)alumni community)

- An online journal: Glocal TimesAn online journal: Glocal Times

Approaches within Approaches within Communication for DevelopmentCommunication for Development

Dissemination

/PersuasionIEC BCC UNAIDS CFSC

Individual/DiffusionStructural Causes/

Participation

Diversity of frameworks + diversity of strategies + multiplicity of interventions = Growth of the field =

New conceptual approaches

Convergence modelNo magic formula

The aim of The aim of communication for social changecommunication for social change

CFSC is CFSC is horizontal and strengthens community bondshorizontal and strengthens community bonds by amplifying the voices by amplifying the voices of the people who are poorestof the people who are poorest

peoplepeople within poor communities within poor communities must be the protagonistsmust be the protagonists for their own change for their own change and manage their own communication toolsand manage their own communication tools

rather than persuasion and info dissemination, CFSC promotes rather than persuasion and info dissemination, CFSC promotes dialogue among dialogue among equal voices, and debateequal voices, and debate and negotiations within communities and negotiations within communities

Seeking outcomes Seeking outcomes beyond individual behaviourbeyond individual behaviour - depending on social norms, - depending on social norms, values, current policies, culture and the overall development contextvalues, current policies, culture and the overall development context

CFSC strives to strengthen cultural identity, trust, commitment, voice, ownership, CFSC strives to strengthen cultural identity, trust, commitment, voice, ownership, community engagement and empowermentcommunity engagement and empowerment

CFSC rejects the linear model of information transmission from a central sender CFSC rejects the linear model of information transmission from a central sender to an individual receiver, and to an individual receiver, and relies instead on a cyclical process of interactionsrelies instead on a cyclical process of interactions focused on shared knowledge and collective action focused on shared knowledge and collective action

Types of Social Change Outcome Indicators

• Leadership

• Degree and Equity of Participation

• Information Equity

• Collective Self-Efficacy

• Sense of Ownership

• Social Cohesion

• Social Norms

The emergence of civil society The emergence of civil society media platformsmedia platforms

25 years of HIV/AIDS Communication 25 years of HIV/AIDS Communication experienceexperience

Media platforms developed – radio and tv Media platforms developed – radio and tv genres, print media, websites, blogsgenres, print media, websites, blogs

A relationship of trust established with A relationship of trust established with large-scale constituencieslarge-scale constituencies

Expertise in comm-strategy developmentExpertise in comm-strategy development Partnerships with civil societyPartnerships with civil society

Introducing Femina HIPIntroducing Femina HIP Tanzanian NGO, 1999-Tanzanian NGO, 1999- Youth focusedYouth focused Focuses on RH and Focuses on RH and

HIV/AIDSHIV/AIDS Many donors on board, but Many donors on board, but

is a ’homegrown’ is a ’homegrown’ organisationorganisation

EE through real life storiesEE through real life stories Media outlets include: Two Media outlets include: Two

large magazines, tv talk large magazines, tv talk show, radio drama, show, radio drama, interactive websiteinteractive website

Femina clubsFemina clubs

I am called Sister N. I was born 28 years ago. I completed my primary education in 1993, my secondary education in 1997. I was selected to join teachers college but could not continue due to economic limitations. I stayed home doing petty activities to eke out a living.  In 1998 I got a man who put me in a family way in 2002. I gave birth in January 2003. Since I gave birth, the child has always been sick. Everyday we were at hospitals. The child was too thin, you despair. Meanwhile I was in good health.   

This magazine completely changed my life. It had cleared my worries about testing for HIV/AIDS. Initially I did not want to hear anything about testing. I was worried stiff from the poor health of my child. I got this magazine from children who were playing with it. They did not know its importance. After reading from the cover HIV/AIDS and treatment, I was attracted. I asked the children to give me and they relented without hesitation. I read it seriously from the start to the end and it gave me the courage to go for HIV testing. The fear evaporated and I went for testing with my child and discovered that we were infected. However unlike the past, I now have enough awareness about this disease and I understand that having HIV is not the end of life.

Strategic Aims of Femina’s Strategic Aims of Femina’s Edutainment StrategyEdutainment Strategy

Articulate processes of building trust and Articulate processes of building trust and raising awarenessraising awareness

Articulate the voices of marginalized groupsArticulate the voices of marginalized groups

Facilitate social mobilizationFacilitate social mobilization

Contribute to the creation of an enabling Contribute to the creation of an enabling environment where the ‘ordinary citizen’ environment where the ‘ordinary citizen’ can feel a sense of agencycan feel a sense of agency

Femina HIP ObjectivesFemina HIP Objectives

To build supportive To build supportive environments in Tanzania environments in Tanzania where:where:

Young people in their Young people in their communities enjoy their communities enjoy their right to access information right to access information & services and are & services and are empowered to make empowered to make positive informed choices positive informed choices around sexuality and lead around sexuality and lead healthy lifestyles in order healthy lifestyles in order to reduce the negative to reduce the negative impact of HIV/AIDS.impact of HIV/AIDS.

What began happening?What began happening?

Many readers (recycling of Many readers (recycling of magazines)magazines)

Very positive response from youth: Very positive response from youth: gratitude, interest and growing ’talk’ gratitude, interest and growing ’talk’ about health issuesabout health issues

Rejection from authorities – no Rejection from authorities – no collaborationcollaboration

Growing popular demand nationwideGrowing popular demand nationwide

What did Femina then do and what What did Femina then do and what further happened?further happened?

- - Nationwide distribution via Nationwide distribution via secondary schools, read in Fema-secondary schools, read in Fema-clubs and used in classclubs and used in class

– Developed Fema-club structureDeveloped Fema-club structure– Increased youth talk about the Increased youth talk about the

broadening array of subjectsbroadening array of subjects– Changing authorities: collaboration Changing authorities: collaboration

with MOE, also on Zanzibarwith MOE, also on Zanzibar– Political cloutPolitical clout

10 years down the line…10 years down the line…

FEMINA HIP today: high volume/reach 25% FEMINA HIP today: high volume/reach 25% of the population of the population

Partnership with Soul CityPartnership with Soul City Conceptual sharpeningConceptual sharpening

– Participatory Communication/CFSCParticipatory Communication/CFSC– Exploring citizenship and governance Exploring citizenship and governance

perspectives on an HIV/AIDS communication perspectives on an HIV/AIDS communication initiative initiative

– Exploring CFSC-oriented process indicators Exploring CFSC-oriented process indicators (ownership, leadership, particpation, social (ownership, leadership, particpation, social norms, etc)norms, etc)

Improving M&EImproving M&E

Femina HIPs 2nd ObjectiveFemina HIPs 2nd Objective

To build supportive To build supportive environments in environments in Tanzania where:Tanzania where:

Communities exercise Communities exercise their right to express their right to express themselves, themselves, participate in public participate in public debate & engage in debate & engage in civil society. (Femina civil society. (Femina HIP Logical HIP Logical Framework, 2007)Framework, 2007)

FEMAFEMA

FEMA. A glossy FEMA. A glossy magazine, 64 pages, magazine, 64 pages, 170.000 copies170.000 copies

Published 4 x year. Published 4 x year. Targets youth aged Targets youth aged 15-24 especially 15-24 especially secondary school secondary school students in every students in every region of the countryregion of the country

SiMchezoSiMchezo

Si Mchezo! 32 Si Mchezo! 32 pages,175.000 pages,175.000 copies. copies.

6 x year. Targets 6 x year. Targets out of school youth out of school youth and their and their communities communities particularly in rural particularly in rural areas. areas.

Tanzanian ContextTanzanian Context Changing and growing Changing and growing

civil societycivil society Still low but growing Still low but growing

levels of participation levels of participation in public life and in public life and decision-makingdecision-making

Much more diverse Much more diverse media infrastructure – media infrastructure – new media emergingnew media emerging

Comparative Comparative advantage: Femina advantage: Femina HIP became a visible HIP became a visible NGO early onNGO early on

Media SynergiesMedia Synergies Pilika PilikaPilika Pilika. A radio soap opera. Carries messages from . A radio soap opera. Carries messages from

Femina as well as two other organisations. Airs on national Femina as well as two other organisations. Airs on national radio 4 times a week.radio 4 times a week.

FEMA Tv Talk Show.FEMA Tv Talk Show. Half ½ hour talk show. Broadcasts Half ½ hour talk show. Broadcasts on national TV 4 times a week. Mobile phones are used for on national TV 4 times a week. Mobile phones are used for feedback and voting, particularly around the TV.feedback and voting, particularly around the TV.

ChezaSalama ChezaSalama (‘play it safe’). Interactive website with a (‘play it safe’). Interactive website with a series of activities and information in English and Swahili. series of activities and information in English and Swahili. First of its kind in Tanzania.First of its kind in Tanzania.

Individual Publications:Individual Publications: Range of specialist publications Range of specialist publications produced on for example HIV-testing, Treatment (500.000 produced on for example HIV-testing, Treatment (500.000 copies distributed to all CTC clinics), youth empowerment copies distributed to all CTC clinics), youth empowerment (Watata Bomba, for children/youth was produced in (Watata Bomba, for children/youth was produced in 90.000).90.000).

A New TV Program on A New TV Program on Social Entrepreneurship Social Entrepreneurship (2011)(2011)

What Femina claims to have What Femina claims to have achievedachieved

Femina influence stretches from behaviour Femina influence stretches from behaviour change, over community participation to change, over community participation to public debate and social changepublic debate and social change

Increased knowledge, changing attitudes and Increased knowledge, changing attitudes and practicepractice

Established and growing ’discursive spaces’Established and growing ’discursive spaces’ Strong media vehicle for any subject/developed Strong media vehicle for any subject/developed

media infrastructuremedia infrastructure Grown NGO with huge network of stakeholdersGrown NGO with huge network of stakeholders Embryonic civil society at community levelEmbryonic civil society at community level Social Media beginning to be usedSocial Media beginning to be used

MEDIeA: MEDIeA: Exploring Contexts, Claims and Audience PerspectivesExploring Contexts, Claims and Audience Perspectives

KAP:KAP: Is there increased knowledge, Is there increased knowledge, changing attitudes and practice?changing attitudes and practice?

Voice:Voice: Are there established and growing Are there established and growing ’discursive spaces’ for young Tanzanians?’discursive spaces’ for young Tanzanians?

Media:Media: Are they Are they de facto de facto a strong media a strong media vehicle that can carry any subject?vehicle that can carry any subject?

ExploringExploring

Organisational Strength:Organisational Strength: Is Femina HIP a Is Femina HIP a strong NGO with many stakeholders?strong NGO with many stakeholders?

Embryonic civil societyEmbryonic civil society at community level – is at community level – is this happening in the clubs? this happening in the clubs?

Advocacy, Accountability and Good Advocacy, Accountability and Good Governance. Governance. Has Femina achieved:Has Femina achieved:– Public sphere engagement amongst youth?Public sphere engagement amongst youth?– Strengthened dialogue with opinion leaders and Strengthened dialogue with opinion leaders and

decision makers?decision makers?– Clout & political responsiveness?Clout & political responsiveness?

MEDIMEDIeeA Research DesignA Research Design- exploring contexts, claims and audience perspectives- exploring contexts, claims and audience perspectives

From researching health From researching health communication to researching civil communication to researching civil society development and civic and society development and civic and public sphere engagement of young public sphere engagement of young TanzaniansTanzanians

From evaluation of an NGO to From evaluation of an NGO to embedding civil society practice embedding civil society practice within an ethnography about youthwithin an ethnography about youth

MEDIMEDIeeA Research Design:A Research Design:- 3 components- 3 components

Ethnography of youth everyday lives Ethnography of youth everyday lives and media usesand media uses

Survey – public health specificSurvey – public health specific

Stakeholder analysis putting Femina Stakeholder analysis putting Femina into context of mediascape, political into context of mediascape, political context, civil society development and context, civil society development and socio-economic contetxt of youthsocio-economic contetxt of youth

MethodologyMethodology

Ethnographic fieldwork amongst select groups of Ethnographic fieldwork amongst select groups of young girls (2 groups in Dar) – using EAR/tracking young girls (2 groups in Dar) – using EAR/tracking media ecology and social uses of the mediamedia ecology and social uses of the media

Content and reception analysis of selected media Content and reception analysis of selected media productsproducts

Survey in the same areasSurvey in the same areas FGDs with young people in 4-5 places in the FGDs with young people in 4-5 places in the

country (typology of youth – from marginalized country (typology of youth – from marginalized rurual youth to bloggers in Dar)rurual youth to bloggers in Dar)

Ind. Interviews with key public and private Ind. Interviews with key public and private stakeholdersstakeholders

Key methodological challengesKey methodological challenges

How to access and conduct fieldwork How to access and conduct fieldwork in lifeworlds of youthin lifeworlds of youth

What data can be producedWhat data can be produced??

What can the data say about our What can the data say about our research questions?research questions?

Youth – narratives of everyday life:Youth – narratives of everyday life:– gender differences/sexual harassment and unwanted pregnancies >< public gender differences/sexual harassment and unwanted pregnancies >< public

sphere involvement and engagementsphere involvement and engagement– unemployment and entrepreneurship in a country with a legacy of paternalism unemployment and entrepreneurship in a country with a legacy of paternalism

and top-down communication: changing relations between citizen, public sphere and top-down communication: changing relations between citizen, public sphere and governing structures?and governing structures?

Mobile phones in enabling interactive and participatory social Mobile phones in enabling interactive and participatory social processes processes

Social media (bloggers in particular) opening new public spheresSocial media (bloggers in particular) opening new public spheres

The emergence if transnational horizontal networksThe emergence if transnational horizontal networks

Synergies and competition in civil societySynergies and competition in civil society

  

Emerging IssuesEmerging Issues

Thank you!Thank you!