COMMUNICATION FOR DEVELOPMENT AND SOCIAL CHANGE: INFLUENCING SOCIAL NORMS FOR AN INCLUSIVE SOCIETY IN MONTENEGRO
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abr 29, 2017
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Resumen
UNICEF and the Government of Montenegro implemented a communication strategy “It’s about ability” to challenge the existing, exclusionary practices and promote new, inclusive social norms for children with disability. Drawing on communication for development principles and social norms theory, a 2010-2013 nation-wide campaign mobilized disability rights NGOs, parents associations, media and private sector to stimulate inclusive attitudes and practices towards children with disabilities. As a result, the percentage of citizens who find it acceptable for a child with disability to attend the same class with theirs increased from 35 before the campaign to 80 percent at the end of it. Similarly, the percentage of Montenegrin citizens who find it acceptable for a child with disability to be the best friend of their child increased from 22 before the campaign to 51 percent at the end of it. The campaign was participatory, audience-centred and guided by the key communication planning principles.
Palabras clave
social norms,
children with disabilities,
Montenegro,
Eastern Europe,
UNICEF,
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Perovic, J., & Obregon, R. (2017). COMMUNICATION FOR DEVELOPMENT AND SOCIAL CHANGE: INFLUENCING SOCIAL NORMS FOR AN INCLUSIVE SOCIETY IN MONTENEGRO. Commons. Revista De Comunicación Y Ciudadanía Digital, 6(1). Recuperado a partir de https://revistas.uca.es/index.php/cayp/article/view/3291
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Artículos
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Norms. Cambridge: Cambridge University Press.
FRASER, C. & RESTREPO-ESTRADO, S. (1998). Communicating for Development: Human Change for Survival. London and New York: I.B. Taurus.
HEMER, O. & TUFTE, T. (Eds.). Media and Glocal Change. Rethinking Communication for Development. Buenos Aires, Göteborg: CLACSO/Nordicom. Available at: http:bibliotecavirtual.clacso.org.ar/ar/libros/edicion/media/media.html
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MAULIK, P.K. & DARMSTADT, G.L. (2007). Childhood disability in low- and middle-income countries: overview of screening, prevention, services, legislation, and epidemiology. Pediatrics, 2007, 120: Suppl 1S1-S55. doi:10.1542/peds.2007-0043B PMID: 17603094.
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PUGGELLI, F. R. & SOBRERO, R. (2010). La communicazione sociale. Roma: Carocci.
QUARRY, W. & RAMIREZ, R. (2009). Communication for Another Development: Listening Before Telling. London: Zed Books.
SERVAES, J. (Ed.) (2002). Approaches to Development: Studies on Communication for Development. New York: UNESCO.
STADISTICAL OFFICE OF MONTENEGRO (MONSTAT) (2014). 2013 Montenegro Multiple Indicator Cluster Survey, Key Findings. Podgorica, Montenegro: MONSTAT. https://app.box.com/s/sbf4rsd9d0hwzd7b15vl
TACCHI, J. & WAISBORD, S. (2015). Beyond the Impasse. Exploring New Thinking in Communication & Social Change. In: Thomas, P. N. (Eds.). Beyond the Impasse: Exploring new thinking in communication for social change. Nordicom Review 36 Special Issue, pp. 97-110.
TACCHI, J. & LENNIE, J. (2014). A Participatory Framework for Researching and Evaluating Communication for Development and Social Change. In: Wilkins, K. G., Tufte, T. and Obregon, R. (Eds.). The Handbook of Development Communication and Social Change. West Sussex (UK): John Wiley & Sons, Inc.
UNICEF (2013). The State of the World’s Children 2013. Children with Disabilities. http://www.unicef.org/sowc2013/
UNICEF (2013a). Children and Young People with Disabilities Factsheet. http://www.unicef.org/disabilities/files/Factsheet_A5__Web_NEW.pdf
WAISBORD, S. (2005). Five key ideas: coincidences and challenges in development communication. In: Hemer, Oscar and Thomas Tufte (Eds.). Media and Glocal Change. Rethinking Communication for Development. Buenos Aires, Göteborg: CLACSO/Nordicom. Available at: http:bibliotecavirtual.clacso.org.ar/ar/libros/edicion/media/media.html
WAISBORD, S. (2014). The Strategic Politics of Participatory Communication. In: Wilkins, K. G., Tufte, T. and Obregon, R. (Eds.). The Handbook of Development Communication and Social Change. West Sussex (UK): John Wiley & Sons, Inc.
WILKINS, K. G., TUFTE, T. & OBREGON, R. (Eds.) (2014). The Handbook of Development Communication and Social Change. West Sussex (UK): John Wiley & Sons, Inc.