Development Communication & Social Change
Any change in the structure of the social system is called social changeSteps in Social change:
Introduction of innovation
Diffusion
Consequences.
DIFFUSION§In this step that innovation is communicated and diffused among the members of the social system.
Consequences§After the diffusion of innovation the result is either adoption or rejection of innovation. As the change agencies get positive or negative responses from the target audiences, they decide weather to continue their program or give it a different dimension.
Categories of Social Change
imminent change
When an innovation is created, developed, communicated and diffused by the member of social system within their own society or system without or little influence of the externals is called imminent change.
Contact Change When an innovation is created, developed, communicated and diffused by the member of social system within their own society or system without or little influence of the externals is called imminent change.
When an innovation is created , developed and diffused
in a social system by externals is called contact change. There are two kinds
of contact change.
Selective
This
kind of contact change the audience is free to adopt or reject the intended
change, for example population control in Pakistan.
Directive
This change is brought by pressure of some
kind of authority, support or sponsorship for example population change in
China
•Giving Priority to Audience Concern
The change agency should give priority to those problems that the audience thinks are its real issue e.g. if the change agency wants to establish a school in any village but the people of that village first want to have a hospital or dispensary.
•To Remove The Doubts of Audience about that Specific Change.
For example in any community when parents are not ready to send their children or specifically daughters to the school, they should be told about the importance of education. Similarly if someone thinks that Internet is just spreading obscenity in the society, he should be briefed the advantages of this facility and how grown ups can be saved from the wrong use.
•To Offer Special Incentives to the Volunteer & the Community as a Whole.
It will encourage them to support the cause of the change agency. The volunteers will work more efficiently and devotedly. Similarly it will make the members of that community feels that change is being brought for their betterment.
•The Change should be Selective for the People.
The audience should be free to adopt or reject the intended change and it should not be brought by pressure of any kind.
Try to Improve Literacy Level.
For inquiry /suggestion plz comment below visit our political blog https://raiyaykidahi.blogspot.com
Barriers in Social Change
There are two kind of barriers in process of social change.
Physical
In involves those barriers that can be seen and felt e.g. any pressure group, any technical fault etc.
Semantic
This kind of barrier cant be seen rather these are in the minds of the people e.g. if people are reluctant to send their girls to school because they fear the circumstances from other people of their community.
There are two kind of barriers in process of social change.
Physical
In involves those barriers that can be seen and felt e.g. any pressure group, any technical fault etc.
Semantic
This kind of barrier cant be seen rather these are in the minds of the people e.g. if people are reluctant to send their girls to school because they fear the circumstances from other people of their community.
Requirements of Social Change
Work Force
It is one of the basic requirement for bringing social change in any community or society. Both the quantity and ability of the work force are important i.e. there should be no lack of people who are assigned different jobs during the planning and implementation of the project and secondly these people should be able to do their work effectively.
Capital
Capital is also prerequisite for the process of social change. Unless the change agency has enough capital to carry out the implementation of the project, it is impossible to bring any kind of change. Besides availability the proper utilization of capital is also very important.
Opinion Leader & Change Agent
It plays a significant role in the whole process of social change. They are the persons who actually come in contact with the people of the community where change is being sought. They are in position to mold the public opinion in favor of innovation.
Tools of Communication
The support of communication is indispensable for making the process of social change successful. This support can be give either through mass media or culture based means of communication. If the change agency has a skillful workforce and also there is handsome amount of capital but the communication strategy is poor, it will be very difficult to bring the change
Steps for Reducing ResistANCE
Following are the steps that may be taken in case of resistance from the target audience who are opposing to bring any specific change in the structure of function of their social system.
Work Force
It is one of the basic requirement for bringing social change in any community or society. Both the quantity and ability of the work force are important i.e. there should be no lack of people who are assigned different jobs during the planning and implementation of the project and secondly these people should be able to do their work effectively.
Capital
Capital is also prerequisite for the process of social change. Unless the change agency has enough capital to carry out the implementation of the project, it is impossible to bring any kind of change. Besides availability the proper utilization of capital is also very important.
Opinion Leader & Change Agent
It plays a significant role in the whole process of social change. They are the persons who actually come in contact with the people of the community where change is being sought. They are in position to mold the public opinion in favor of innovation.
Tools of Communication
The support of communication is indispensable for making the process of social change successful. This support can be give either through mass media or culture based means of communication. If the change agency has a skillful workforce and also there is handsome amount of capital but the communication strategy is poor, it will be very difficult to bring the change
Steps for Reducing ResistANCE
Following are the steps that may be taken in case of resistance from the target audience who are opposing to bring any specific change in the structure of function of their social system.
•Giving Priority to Audience Concern
The change agency should give priority to those problems that the audience thinks are its real issue e.g. if the change agency wants to establish a school in any village but the people of that village first want to have a hospital or dispensary.
•To Remove The Doubts of Audience about that Specific Change.
For example in any community when parents are not ready to send their children or specifically daughters to the school, they should be told about the importance of education. Similarly if someone thinks that Internet is just spreading obscenity in the society, he should be briefed the advantages of this facility and how grown ups can be saved from the wrong use.
•To Offer Special Incentives to the Volunteer & the Community as a Whole.
It will encourage them to support the cause of the change agency. The volunteers will work more efficiently and devotedly. Similarly it will make the members of that community feels that change is being brought for their betterment.
•The Change should be Selective for the People.
The audience should be free to adopt or reject the intended change and it should not be brought by pressure of any kind.
Try to Improve Literacy Level.
For inquiry /suggestion plz comment below visit our political blog https://raiyaykidahi.blogspot.com
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