Communication strategies in civil movements: «Marea Blanca», «Marea Verde» and Telemadrid’s mobilization

This article analyses the importance of the communication strategies applied by three significant social movements: Telemadrid workers’ mobilization (Madrid’s public television), the «Marea Blanca» («White Tide»), which grouped up the healthcare professionals, and the «Marea Verde» («Green Tide»), which was done by teachers. These movements are a practical application of the «indignados» («outraged») movement and, following the 15-M steps, they improved these strategies in what refers to communication and mobilization. For this purpose, we carried out two investigations: twelve in-depth interviews with leading members of these social movements; and an online questionnaire passed to strategic planners who are the experts in communication strategies from the advertising agencies.

Espectador Activo: Comunicação audiovisual institucional num mundo de redes participativas

Once delighted by the moving image advent as a new method of realistically presenting reality, the viewer has been reposition himself towards the audiovisual contents he consumes, as he is given the opportunity to create and share his own perspective of that reality. We are living in a new technological setting, governed mainly by factors of interactivity, digital systems and technological convergence. The research project that we will present in this paper focuses on the subject of participatory media and the way cultural institutions are increasingly facing the inevitability of a profound revision of their traditional parameters of unidirectional communication, given the increasing availability of tools for audiovisual production as well as the diversity of networked communication contexts. The Serralves Foundation with its Museum of Contemporary Art, in Porto, Portugal, was the subject of a fi rst study of an empirical nature: a series of audiovisual objects were developed, in order to generate material for analysis and proposition. In this new stage of the project, our aim is to identify new procedures and practices that may be effectively implemented within the institutional universe. We intend to propose effi cient audiovisual communication contexts, including the maximizing of the relationship between institutions and audiences regarding dimensions that are traditionally outside the institutional radar: identity, narrative and affection. The project is currently in the process of surveying and categorization, with the aim of producing a map of different vocations and positions of the various institutions in regards to the aforementioned issues, which require participatory communication.

Análisis de la incidencia de la televisión comunitaria en la conformación de espacios de participación ciudadana

Los fenómenos que produce la Televisión Comunitaria no se han estudiado ha profundidad en la academia. Sin embargo, la incidencia que produce este tipo de medio de comunicación va más allá de transmitir información, cuando la televisión comunitaria se usa de forma adecuada puede incidir en la conformación de espacios de participación ciudadana, lo que da como resultado una nueva relación entre medios de comunicación y comunidad. En esta monografía se intenta demostrar estos fenómenos a través de ejemplos de televisión comunitaria en Colombia, teniendo en cuenta preceptos teóricos de comunicación participativa.

Social Housing e Periferie Urbane: Riqualificazione e tecniche Comunicative

Il campo d’interesse della ricerca è stato l’attuale processo di ricentralizzazione del Social Housing nelle periferie urbane in una parte del contesto internazionale, che sembra stia portando le città a ricrearsi e ripensarsi grazie alla presa di coscienza delle differenze esistenti, rispetto al passato, nei nuovi processi di trasformazione nei quali la città è intesa sia come spazio costruito ma anche sociale. In virtù di quest’ultimi due aspetti complementari della città, oggi, il ruolo della periferia contemporanea sembra essere diversamente interpretato, così come gli interventi di riqualificazione di tipo assistenziale - migliorativo tenderebbero a trasformarne i suoi caratteri alla ricerca del “modello di città”. L’interesse alla tematica è inoltre scaturito dalla constatazione che alla base della crisi dei modelli d’intervento pubblico starebbero sia l’insostenibilità economica ma soprattutto l’errata lettura dei bisogni delle famiglie nella loro specificità e diversità e che in tal senso l’eventuale partecipazione della cittadinanza costituirebbe effettivamente una proposta valida, anche per risolvere la crescente domanda abitativa che si pone a livello mondiale. L’obiettivo della ricerca è stato quello d’analizzare, nel contesto internazionale del Social Housing, le caratteristiche di partecipazione e sussidiarietà che connotano particolarmente gli interventi di riqualificazione destinati a famiglie economicamente carenti, nello specifico analizzando i metodi e gli strumenti atti alla comunicazione partecipativa del progetto in aree urbane periferiche italiane e brasiliane. Nella prima e seconda fase della ricerca è stato svolto, rispettivamente, un lavoro di analisi bibliografica sul tema dell’emergenza casa e sulle nuove politiche abitative di sviluppo urbano ed uno specifico sulla tematica della riqualificazione partecipata del Social Housing in aree della periferia urbana, infine nella terza fase sono stati analizzati i casi di studio prescelti dando rilievo all’analisi delle caratteristiche e requisiti prestazionali delle tecniche partecipative di rappresentazione - comunicazione, più idonee ad influenzare positivamente il suddetto processo.

Modelo de integración del conocimiento-acción a través del Proyecto de Comunicación para el Desarrollo: 25 años de experiencia en comunidades indígenas andinas en Ecuador

El desarrollo como política de las naciones marca el período de la postguerra, que en América Latina se concreta en múltiples programas de Desarrollo Rural. El modelo inicial de crecimiento económico se va enriqueciendo con visiones centradas en el ser humano y sus múltiples concepciones de desarrollo. En este entender el desarrollo desde la diversidad cultural y antropológica de los pueblos de América Latina, surge la comunicación radiofónica como camino común para la persuasión, socialización y apropiación colectiva de conocimientos y ámbito participativo para consensuar objetivos y acordar actividades. El activismo de los años setenta y ochenta produjo un número considerable de experiencias. La mayoría de ellas han llegado hasta nuestros días, pero el giro tomado por las sociedades digitalizadas y las prioridades medioambientales han dado un nuevo rostro a aquellas primeras experiencias centradas en el desarrollo rural endógeno. Este estudio investiga el complejo práctico-teórico que integra comunicación y desarrollo en contextos territoriales interculturales con población marginal y aplicación de políticas de desarrollo rural. En el capítulo I se recogen las modalidades de cómo se ha aplicado la comunicación en programas de desarrollo, para profundizar en el concepto de comunicación para el desarrollo, conocer sus actores y resultados, y concluir que el desarrollo “con rostro humano” se hace con personas no con políticas oficiales. El capítulo II presenta a los Pueblos Indígenas de la Sierra Ecuatoriana como actores de su proceso de desarrollo hacia el Sumak Kawsay. Los temas tratados en este capítulo muestran los valores y capacidades de las comunidades indígenas de la Sierra Ecuatoriana para la autogestión de su desarrollo, y deja constancia y denuncia de la lectura negativa que se ha venido haciendo de su cosmovisión. Se encuentra respuesta conceptual y metodológica en el Workng With People para optimizar aportes culturales de los Pueblos Indígenas al proceso comunicacional y participativo para mejorar las condiciones de vida y lograr mayores espacios de autonomía y libertad El conocimiento que explica la realidad sin cambiarla no tiene sentido para los pobres. La realidad requiere ser comprendida para construir el conocimiento que la explique y la cambie: ese es el aporte del modelo conocimiento/acción que se presenta en el capítulo III. En este capítulo se exponen metodologías abiertas a la creatividad y flexibles que responden a los principios del modelo conocimiento/acción. La comunicación para el desarrollo se abre a todas ellas como ágora pluricultural que requiere un lenguaje común que se construye desde el aprendizaje social. Los conceptos expuestos en el capítulo III se vinculan en una propuesta metodológica que integra el conocimiento y la acción con los principios del Working With People, propuesta que se expone en el capítulo IV. El modelo del Proyecto de Comunicación para el Desarrollo junta en un modelo de comunicación popular y prácticas liberadoras con métodos cognitivos de la realidad para planificar el cambio desde la población y con la población. Finalmente, el capítulo V recoge la experiencia de la Casa Campesina Cayambe ejecutora del Proyecto de Comunicación para el Desarrollo en la adaptación ejecutada con Radio Mensaje. La riqueza de la experiencia tiende a escaparse de los límites conceptuales y los esquemas dejan espacios de vida ignotos; pero los conceptos y esquemas constituyen el camino para que la experiencia pase a ser objeto conocido y conocimiento socializado. El Proyecto de Comunicación para el Desarrollo es resultado de un proceso de desarrollo construido desde la acción de la Casa Campesina Cayambe durante 25 años en Cayambe. En el capítulo V se describe el contexto del territorio de Cayambe, la identidad de la Casa Campesina Cayambe y de Radio Mensaje, y termina describiendo los logros de 25 años trabajando con la gente. El estudio concluye que la comunicación participativa, como ámbito de aprendizaje social aplicado en procesos de desarrollo rural, integra el conocimiento/acción e incorpora nuevos conocimientos en la población con los que se desarrollan competencias locales para planificar el desarrollo endógeno con flexibilidad y de abajo-arriba. La Figura 0-1 grafica los elementos bases sobre los que se construye el proceso de desarrollo. ABSTRACT Development as a policy of nations marks the postwar period which created several Rural Development Programs in Latin America. The initial model of economic growth was enriched with approaches focused on human beings and their multiple conceptions of development. In this regard, the development from cultural and anthropological diversity in Latin America, radio communication emerges as a common means for persuasion, socialization and collective appropriation of knowledge and scope for participation in order to agree on objectives and activities. Activism of the seventies and eighties generated a considerable number of experiences, most of which are present today. However, a turn taken by digitalized societies and environmental priorities has given those first experiences which focused on endogenous rural development a new face. This study researches the theoretical-practical status that integrates communication and development in intercultural contexts with marginal population and the use of rural development policies. Chapter one shows the modalities of how communication in development programs have been applied to deepen the concept of communication for development, to know those who are involved and its findings, and conclude that development “with a human face” is done with people not with official policies. Chapter two presents Indigenous communities in the Ecuadorian highlands, as people involved in their development process towards Sumak Kawsay. The topics in this chapter show the values and capacities indigenous communities in the Ecuadorian highlands have to self-manage their development, and proves, as well as denounces, that their cosmovision has been negatively perceived. A conceptual and methodological response is found in Working With People in order to optimize cultural contributions of Indigenous People to the communicational and participative process to improve life conditions and have greater spaces of autonomy and freedom. Knowledge which explains reality without changing it does not make any sense for the poor. Reality need to be understood in order to build the knowledge that will explain it and change it: that is the contribution of the knowledge/action model presented in chapter three. This chapter presents open methodologies to creativity which are flexible to respond to the principles of the knowledge/action model. Communication for development is open to all of them as pluricultural agora which requires a common language that is built from social learning. The concepts presented in chapter three are linked in a methodological proposal which integrates knowledge and action with principles of Working With People, proposal which is presented chapter four. The model of the Communication for Development Project includes popular communication elements and liberating practices with cognitive methods of reality to plan change from the population and with the population. Finally, chapter five presents the experiences from the Cayambe Country House, which conducted the Communication for Development Project in the adaptation implemented with Radio Mensaje. The wealth of experience tends to scape from the conceptual limits and the schemes leave gaps of unexplored life; but the concepts and schemes constitute the way so that experience becomes a known object and socialized knowledge. The Communication for Development Project is the result of a development process built from the actions of the Cayambe Country House during 25 years in Cayambe. Chapter five describes the context of Cayambe, the identity of the Cayambe Country House and Radio Mensaje, and the achievements after 25 years of working with its people. The study concludes that participatory communication, as an area of social learning applied to rural development processes, integrates knowledge/action and incorporates new knowledge in communities to develop local competencies to plan endogenous development with flexibility and from the bottom – up.

Knowledge-action integration through the media in indigenous communities in Ecuador

The binomial knowledge/action understood under the biunivocal relationship of both components is the basis of planning from a postmodern approach. Within this binomial, social communication gives appropriate information, nurtures the knowledge that leads to transformative action, promotes participation and enhances the community?s self-esteem and recognition; to deeply reflect on action is a source of new knowledge; and communication fosters the adoption of the new knowledge by the community with new actions that feed the process knowledge/action as a planning source. From this approach the project Radio Message is born as a new communication channel with the aim of offering Andean indigenous communities from the area of Cayambe (Ecuador), a series of multidisciplinary training programs that enable transformative action with a strong effect on the life quality in these communities and their importance as social actors. The contents are designed through participatory communication between the training authorities and the communities themselves, analyzing their opportunities and needs. In this research the impact of social media in the development of more than 100 indigenous communities in Cayambe is analyzed.

The Museum Of All: Institutional Communication Practices in a Participatory Networked World

The Museum Of All: Institutional Communication Practices in a Participatory Networked World

Participatory ergonomics: Understanding the contributions of reflection groups in a hospital food service

Aim: To identify how the methodology of Reflection Groups (RG) can contribute to approach social-psychological problems, so often observed as obstacles in PE efforts. The objective was also to verify the contributions from RG to the implementation of ergonomics recommendations, which were a starting point and organized group discussions. Method: A concrete case was used as an illustration, and studied in depth: RG with administration and production workers` representatives from the Department of Nutrition and Dietetics of a cardiologic hospital in Sao Paulo, Brazil. RG are temporary thinking groups, taking place outside the workplace and having delegative and consultive participation. They make use of Operative Groups, an adapted form of tripartite group, activity as an instrumental resource, group dynamic techniques and videotaping. In 2007, 31 meetings took place during paid working hours with 7 groups of different composition, ranging from 1.5 h to 3 h. Results: Additionally to the positive effects in communication and psychosocial environment, RG could also contribute to changes in interpersonal relationships, cooperation, personal and work behaviours. By dealing with aspects which could hinder the explicit task: fears, conflicts, and stereotyped beliefs and behaviours; resistance to change could be broken and group members could learn. RG allowed input about new risks; continuous information and feedback about ongoing ergonomics interventions so that immediate corrective action could be taken. The main form of participation was in administrative, organizational, and psychosocial problems which required a better clarification and identification of their real causes, commitment, and elaboration of strategies and negotiation of different stakeholders in their solution. Conclusion: RG takes advantage of homogeneous and heterogeneous groups, in face to face communication. The interactions in the groups are task-oriented (explicit task) but attaining groups` goals depends on a relational interaction (implicit task). Relevance to industry: Reflection groups can bring important contributions to ergonomics and industry because they favour the discussion, disclosure of problems and incorporation of solutions, enabling interventions in working organization, psychosocial environment and relationships in a collective and participatory approach, promoting health and social integration. (C) 2010 Elsevier B.V. All rights reserved.

USE AND CONSEQUENCES OF PARTICIPATORY GIS IN A MEXICAN MUNICIPALITY: APPLYING A MULTILEVEL FRAMEWORK

This paper seeks to understand the use and the consequences of Participatory Geographic Information System (PGIS) in a Mexican local community. A multilevel framework was applied, mainly influenced by two theoretical lenses – structurationist view and social shaping of technology – structured in three dimensions – context, process and content – according to contextualist logic. The results of our study have brought two main contributions. The first is the refinement of the theoretical framework in order to better investigate the implementation and use of Information and Communication Technology (ICT) artifacts by local communities for social and environmental purposes. The second contribution is the extension of existing IS (Information Systems) literature on participatory practices through identification of important conditions for helping the mobilization of ICT as a tool for empowering local communities.

Relating the spatial component and users interests to improve applications based on questions, petitions and participatory processes

Nowadays, participatory processes attending the need for real democracy and transparency in governments and collectives are more needed than ever. Immediate participation through channels like social networks enable people to give their opinion and become pro-active citizens, seeking applications to interact with each other. The application described in this dissertation is a hybrid channel of communication of questions, petitions and participatory processes based on Public Participation Geographic Information System (PPGIS), Participation Geographic Information System (PGIS) and ‘soft’ (subjective data) Geographic Information System (SoftGIS) methodologies. To achieve a new approach to an application, its entire design is focused on the spatial component related with user interests. The spatial component is treated as main feature of the system to develop all others depending on it, enabling new features never seen before in social actions (questions, petitions and participatory processes). Results prove that it is possible to develop a working application mainly using open source software, with the possibility of spatial and subject filtering, visualizing and free download of actions within application. The resulting application empowers society by releasing soft data and defines a new breaking approach, unseen so far.