Mass ComAssignment: 2 Role of communication in social changeCommunication for Social Change Referred to ascommunication for sustainable social change and development, involves the use of variety of communication techniques to address inefficient systems, processes, or modes of production within a specific location that has not incurred major technological advances. Different mediums and approaches are used to help individuals among the targeted society to acquire new knowledge and skills. This will allow communities not only to experience change but to guide it as well.A possible strategy in achievingsustainabilityand development places the people of the community in the center of the communication process. This technique is also known as the participatory approach whereinterpersonal communicationis exercised through community media. The members of the culture are agents of change as opposed to the outsiders who may provide any necessary tools. Technology then becomes implemented by people in their social and economic contexts and results in a major shaping process. The participatory approach can be combined with three other types of communicative methods to effectively invoke social change. These include:behavior change communication,mass communication, and advocacy communication.Different types of mediums can be used in achieving governance, health and sustainable development. Old media can be combined with new media to educate specific populations.Information and communication technologies(ICTs) in addition tomulti-mediaare able to address visual, auditory and kinesthetic learners and prove to be an important contribution to economic growth. Questions need to be raised about who the stake holders, policy makers, partners and practitioners are and what their goals might be for the community seeking sustainable development. Oftentimes, those who set the agenda are the ones doing the funding for the project and may include international agencies, bilateral agencies, national authorities,NGOs, and local organizations.Prior to the project, decision makers consider if introducing new technology will disrupt religion, language, political organization, economy, familial relations andcomplexity of the targeted society. Other factors have to be acknowledged as well and may include already present policies and legislations, educational systems, service provisions, institutional and organizational constructions (in the forms ofcorruption,bureaucracy, etc.), socio-demographic and economic aspects, and the physical environment. Composed of a mixture of old classics, new classics, reports on state of the art in important areas, and speculations about the future, this second edition of the reader in communication research provides an introduction to questions about how communication works and what it does. Papers by prominent researchers and writers in the field comprise the chapters, and areas covered are divided into two major sections: the nature of communication between humans and the nature of communication effects. Articles and papers under the section on communication between humans deal with media and messages of communication and the audiences of mass communication. Those papers included under the section on communication effects cover attitudes, information, and effects; social effects; public opinion and politics; innovation and change; and the technological future of mass communicationCommunications for social change (CFSC) is a model of development communications that describes an iterative process in which community dialogue and collective action work together in order to produce social change in a community. The goal of CFSC is to improve the health and welfare of all members in the community.CFSC integrates a number of theories into its framework, including group dynamics, conflict resolution, leadership, quality improvement, and network/convergence theory of communication. In particular, the network/convergence theory of communication represents communication as a process of horizontal sharing between two or more participants within social networks. In this theory, information is shared or exchanged between two or more individuals rather than than transmitted from one to the other. In other words, there are no passive receivers of information. Furthermore, this theory stresses the importance of the participation and interpretation of participants: it draws upon the principles of semiotics and hermeneutics, which treat understanding in terms of a dialogue or ongoing cultural conversation. Finally, this theory reprents a horizontal, symnetrical relationship among two or more participants, which is created by the sharing of information.ConclusionIn this paper I tried to explain the role of communication during organisational change by reflecting the goals of internal communication (Francis, 1989), and discuss them in relation to organisational change. A distinction between the informative function of communication and communication as a mean to create a community was made. In the suggested model communication has not only an effect on readiness for change, but also on uncertainty.The model could guide empirical research, but as is the case in much applied organisational research it is hard to find organisations that are willing to participate on the one hand, and on the other hand, limit the influences of specific characteristics of the change which will be conducted at the specific organisation.