the essence of developing communication and its significance as a tool for social change
All of this week’s readings explain the essence of developing communication and its significance as a tool for social change. As professionals and personnel operating in NGO-related spectrums, it is vital to understand the various communication ecologies. In my experience, the mastering and application of communication ecologies is a prerequisite in community action. According to Garrett et al. (2013), developing interpersonal connections with resident constituents is the core determinant of successful communication. During the implementation of NGO programs, trust with the community stakeholders is key. This trust can only be achieved through the establishment of interpersonal relations with the residents. I agree with Garrett et al. (2013) that trust can be built through various actions such as consistent engagement practices and consistent presence within the community. I also recommend accountability through justifiable words and actions which can be achieved through initiating a rapport with the residents.
Tacchi & Lennie (2014) emphasize the vitality of developing exogenous models of development rather than endogenous. The duo provides the evolution of communication subject to NGO activity as the necessitating factor for their recommendation. Indeed, social change can never exist independently in the absence of communication. Although traditional approaches to development favour linear, logical inclinations, Tacchi & Lennie explain the efficacy of alternative provisions. These alternative approaches constitute participatory methods with complex paradigms. They are suitable for the current NGO multi-dimensional structure since they are emergent and unpredictable. The contemporary approaches quickly adapt to the dynamic nature of social change, making them effective and flexible. I prefer contemporary approaches to communication development since they are not mainstream and do not rely on standardized techniques. I find these approaches (contemporary) comprehensive and conclusive since they accommodate multiple methodologies. The range of the method is selected with the context and proponent initiative into consideration. Moreover, most specialists prefer these approaches since it promotes social change through evaluation.
Communication activism for social justice scholarship developed by Frey and Corragee (2007) has been fundamental to NGO operations subject to communication. The technique comprises a multi-dimensional framework with theories, methods, and practices developed to suit oppressed and marginalized sub-sets of the community. It also incorporates activist groups and organizations whose role is to intervene where there is injustice. However, such intervention may be disrupted as a result of a communication breakdown. The re-alignment and application of the contemporary approach in communication development suits communication activism for social justice. The approach constitutes various elements that make it participatory hence suitable for social change. These components are holistic, emergent, critical, and learner-based. The approaches initiate a means for NGOs to utilize the communication techniques in both minor and major contexts of social justice.
I acknowledge that in the field, it is vital to develop communication to promote social change on a reflexive scope. Communication interventions and developments are significant in promoting programs through mobile support, awareness, and policy changes. The development of communication through research illuminates emerging issues concerning social justice. These emerging issues in the field of development communication make us familiar with the complexity of social change. I find the application of strategies along with social processes proactive and rewarding as they employ ideologies, knowledge, and resources. All NGO professionals need to understand the connection between knowledge and communication, given their benefits toward social justice.