Communication · Executive Insight Brief · 314
Local voices are not local control
Communication for Social Change shifts evaluation from audience reach to whether affected people can shape the problem, action, and ownership
Premise
A community-facing campaign can feature local voices, culturally tailored content, and participatory media while leaving every consequential decision at the center. Communication for Social Change challenges that structure. Dialogue, local knowledge, collective action, and community ownership are not delivery techniques attached to an externally defined intervention; they are part of how the problem and the response are formed.
For executives, participation should be audited as authority: who framed the issue, selected evidence, shaped content, controlled channels and data, decided what action followed, and defined success? A polished engagement process can remain top-down if those rights never move.
What the model is: Communication for Social Change in Knowledge →
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- Risks and limits
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- Key questions
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- FamilyModel
- CategoryDoctrines, Principles & Normative Frameworks
- DomainMedia, Publics & Society
What these mean
Editorial orientation · Family
Model
In this series, Model names the editorial family primarily used to understand and explain communication: theories, frameworks, effects, traditions, principles and other conceptual resources. It is an umbrella for a route into the field, not a claim that every included object is a predictive model.
Editorial orientation · Category
Doctrines, Principles & Normative Frameworks
Sets out principles or criteria for what should be pursued, considered legitimate or done. Its contribution is evaluative or prescriptive: it gives reasons for judging conduct and arrangements, rather than merely describing their frequency.
- KnowledgeCommunication for Social Change