Module 2: Behaviour and Social Change Theory in C4D
When we plan communication strategies for behavioural or social change, one set of helpful tools are theories for change. Many successful C4D programmes are based on the application of one or more behaviour or social change theories. It’s not something we often talk about in our planning and reports. And we certainly avoid the “t” word in implementing programmes. But it’s there (and if it isn’t, it should be!)
So, though some people see theories as abstract and removed from everyday life, we think of theory as a set of conceptual tools that allow us to introduce changes to programmes that are not working or to build new ones.
Our task in this module is to de-mystify theory, and add it to your toolkit. Our goal is to show you theory in practice—how to plan and implement programmes that are based on proven theoretical models which research shows have worked in development.
Unit 1: Looks at behaviour change theories and factors that can motivate or encourage individuals to change their current behaviours. You will examine individual level knowledge, attitudes and perceptions that either influence or impede change in behaviours.
Unit 2: Looks at interpersonal-level change theories focusing on the interaction and dialogue that occurs between individuals which in turn affects behaviour change.
Unit 3: Focuses on community level theories of change and how C4D can facilitate the process of social change through a mix of mass and group mediated communication channels. This unit emphasizes that individuals exist within social networks and their behaviours are influenced by their interactions with family members, peer groups and community.
Unit 4: Looks at theory-led C4D research and planning. You will learn how to assess which theories to choose and how to combine different theories depending on the level of change you are aiming for. You will explore theory- driven research questions and learn how data can lead us to select certain theories.
Module Learning Objectives
By the end of this module you will be able to:
- Describe and discuss behaviour and social change theories as they apply to C4D work at the individual, interpersonal and community level;
- Identify what level of change the intervention is seeking to achieve;
- Articulate theory based research gaps for C4D strategy planning;
- Assess and apply the most appropriate theory or combination of theories for different C4D programmes.
Background
Most programme planners are interested in articulating change processes. They want to know which strategies and tactics are most likely to lead to a programme’s desired outcomes. By looking at theories as tools, we will be emphasizing theories that are used to predict and influence individual behaviours and social change.
This means that, in this module, we will not be emphasizing theories that are primarily descriptive or prescriptive in nature.
Theories meant to describe are very good at telling us what the factual truths, moral norms, or group identities of a community are, but seldom present these factors as a way to promote change. Descriptive theories tell us what is happening in a community, but they do not necessarily emphasize or provide details on how to change communities in pro-social ways.
Theories meant to prescribe are very good at helping us to envision a more desirable world. Prescriptive theories are designed to tell us what the theorist thinks the best possible world would look like. The limitation of prescriptive theories is that many people think they are difficult to apply to practical problems because they look at what should be done rather than what actually can be done. Also, many prescriptive theories can be easily politicized.
In this module, we are looking at three levels of behaviour and social change theory, or different tools that are used to guide different change processes. Most change theories (and their concepts) address one of the following three levels of change:
Level of Change |
Change Process |
Targets of Change |
Individual |
Psychological |
Personal Behaviours |
Interpersonal |
Psycho-Social |
Social Network |
Community |
Cultural & Social |
Collective/Social/Group Norms and Practices |
This module focuses on theories that guide the design, implementation and evaluation of C4D, as opposed to concepts, models, or strategies. In Units 1, 2 and 3, we divide C4D theories into three groups, based on the level of change:
- Individual-level change theories
- Interpersonal-level change theories
- Community-level change theories
Individual, interpersonal and community-level theories of change complement one another and can be used in a coordinated fashion given the inter-related nature of the different levels of communication. Individuals inevitably interact with one another (interpersonal communication), communicate in group settings (community-level communication), and are exposed to interpersonal and group interaction via mass, community, group, or individually mediated communication channels.
The inter-related nature of theories of behaviour change
As development professionals working in C4D, we need to be familiar with theories at multiple levels, since a given situation may require and benefit from the use of multiple theories.
Psychologist Albert Bandura writes that the value of a theory is “ultimately judged by the power of the procedures it generates.” For us, this means, “does the theory give us the tools and information we need to develop effective communication strategies?” How do we know which theory or theories to use in your programme? In Unit 4, we bring them all together with advice and practice on choosing between social and behaviour change theories. We will also examine existing data and attempt to formulate theory-driven research questions.
In the practice of C4D, the discourse around behaviour change and social change communication approaches has often created varied (and sometimes opposing) interpretations of what behaviour and social change theories actually mean. We will have a chance to discuss some of these issues and interpretations in-depth during the face-to-face workshop. In this module, we refer to behaviour and social change theories primarily in terms of change theories operating at different levels as descibed above. However, we believe that C4D is ultimately a multi-layered strategic process that draws on communication to encourage or facilitate social change. Communication for social change implies work that is bottom up, participant directed, and empowering. Therefore, when you consider these theories, remember that while some of them may concern the behaviours of individuals, either alone or in relation to others or their communities, our goal is to foster overall positive social change and transformations.
The units in this module follow the same structure as in the previous module. Click here to review overall the course structure.
Now go on to Unit 1.