Thomas, Pradip Ninan and Elske van de Fliert. Interrogating the Theory and Practice of Communication for Social Change: The Basis For a Renewal.

Crandall, Heather

Thomas, Pradip Ninan and Elske van de Fliert. Interrogating the Theory and Practice of Communication for Social Change: The Basis For a Renewal. New York NY: Palgrave Macmillan, 2105. Pp. 150. ISBN 978-1-137-42630-7 (cloth) $100; 978-1-137-42631-4 (e-book) $79.99.

Interrogating the Theory and Practice of Communication for Social Change: The Basis For a Renewal begins with a compelling preface. It is the first book in Palgrave's series on communication for social change (CSC), so it has a big job of laying out the problem--that the field of CSC has lost its way. One reason is the institutionalization and corporatization of CSC. As a case in point, the term CSC has been trademarked, a point of contention that shows the extent to which top-down CSC approaches now dominate, and bottom-up approaches to CSC are marginalized. The whole enterprise suffers. CSC is tightly bound with development communication, and in recent years, the nature of the discourse has shifted. Terms such as empowerment and participation have been co-opted and gutted of their emancipatory meaning in the service of a neoliberal agenda. Further, the corporatized use of the term participation obscures the workings of power. While Interrogating clearly outlines the misdirected path the field of CSC traveled to arrive in this place, a place both ubiquitous and impotent, it does something unusual to critiques--it offers a way out. Solutions demonstrates hope and commitment to the power and promise of CSC. Interrogating is wellwritten and thought provoking. It clarifies the problems with current CSC practices, theory, and scholarship and accounts for their rise and invisibility. Therefore, Interrogating is worthwhile reading for CSC or C4D (Communication for Development) scholars, teachers, and practitioners.

A follow-the-money chapter outlines the financial and political agenda of the neoliberal project to globally promote democracy and "soft diplomacy" through CSC. Often a follow-the-money chapter trails off in an emotional rant. Thomas and Fliert do not. They craft clear summary points from the evidence presented. They ask that CSC thinkers understand "it is important that we not underestimate the geo-political motivations behind aid in media development" (p. 75).

In a chapter on the role of technologies in social change, Thomas and Fliert outline the three broad solutions that have been explored in global development projects. These are information stations such as telekiosks and telecenters, hardware solutions, and connectivity solutions such as mobile phones. Thomas and Fliert describe the key assumptions of technology for social change and the problems with each. The assumptions are flawed because they are based on "partial truths" (p. 99). Also, the information resources ebb and flow based on funding priorities and usually end up replicating existing cultural contexts so that the marginalized do not share the resource equally.

The set of solutions offered in Interrogating includes the need to shift from thinking about communication as a tool, which they point out convincingly carries a pre-set agenda, to thinking about communication as a process for listening, sharing, and building mutual understandings of local problems and workable solutions. Along with a shift in the way communication is commonly conceptualized, transdisciplinarity is needed. "Transdisciplinarity, as we advocate for it here, strives for shared understanding by all stakeholders of the implications of each relevant disciplinary perspective that relates to the issue at hand in each of the other disciplines" (p. 121). This approach, then, paves the way for effective implementation. To be effective, a CSC strategy has to stick to the basic principles of dialogue, advocacy, participation, and purpose across all phases of a mutually discovered and holistically understood plan. This in no way resembles what is currently in practice. Each component of their solutions and framework is detailed and the built-in flexibility highlighted.

Interrogating ends in a focus on the importance of humans as communicative beings, who rely on language, to be in relationship. It highlights the importance of voice to social change, to true democratic practices such as two-way communication, and to power sharing. The authors take up the Right to Communication movement along with an inspiring list of CSC efforts that are going well. "Communication rights enable people to have their Voices heard and be involved in the shaping of development through processes of their choice" (p. 137). Interrogating calls for a renewal. It asks that the prevailing social change work that doesn't lead to real change be replaced with the social change work that does.

For CSC practitioners, Interrogating is useful. First, it is useful through its argument for transdisciplinarity and its high level look at the trends in the field. Second, it is useful through the practical examples and existing resources available. For example, The United Kingdom's International Institute for Environment and Development has a treasure trove of practical guidelines available to use along with a Participatory Learning Action Plan series. Thomas and Fliert do caution that methods are only as good as their implementation. Practitioners could profit from learning that UNICEF is the only global organization with a useful network of specialists in communication for development (C4D), although this network is not without significant problems. Practitioners interested in the use of technology for social change could study the Bhoomi project. Based in India, the project was a massive effort to digitize land records. Practitioners tired of a one-size-fits-all model that does not make substantial difference should find the model Interrogating offers exciting.

For those who teach undergraduate courses with sections on media and globalization or communication for social change, Interrogating has great case studies. One case, for example, the Alliance of Youth Movement, is detailed. The authors then describe how to critically see it. They say the movement is really about "influencing everyday cultures of mainly middle-class youth through the world who are united by their use of social networking technologies to generate and share content but who have now been enlisted to work towards a greater cause--that of bringing 'democracy' along with presumably the 'market' to their countries" (pp. 63-64). A generative class discussion could follow.

For those who teach graduate-level seminars on communication for social change, political economy, development communication, or global media systems, Thomas and Fliert make clear the connection of how theory informs practice. For example, diffusion of innovations theory has served to guide CSC for decades. Interrogating traces how power functions in a Foulcaudian perspective, how hegemony is maintained by the powerful, and how the two-step flow highlights the importance of opinion leaders as a key concept in development. The authors also discuss many of the newer ideas about problems with technological determinism. They point out that, as is often the case, projects do not carefully conceptualize or implement technology, so problems occur when technology does not deliver in local contexts, contexts rife with race, class, and gender divides. One example that illustrates the failure to examine technology in a specific context can be seen in the effort to provide texting options to the Dalit (untouchables) in South India. Texting did not allow for the expected "obedient conversations" between the Dalit and the upper-caste members and was therefore unsuccessful.

What is useful for teachers will also help scholars. Specifically Interrogating offers recent lists of scholarship in each chapter. In the chapter on agencies and structures, Thomas and Fliert point to "the most comprehensive overview of the literature on International Media Development Cooperation" (p. 80). In the chapter on communication, power, and social change, they argue that the organizations involved in social change are worthwhile objects of study if you consider both power as a resource and power as a strategy (p. 71). The chapter on theory describes that "any given theory of communication and social change is based on five levels" and argues for the need for more theorizing of each as well as a general enlarging of the field of enquiry. One way to do this is to include political economy. The authors consistently point to fruitful areas of research or theorizing. They assert that CSC work under theorizes the digital and, similarly, theorizing about power is both needed and lacking. Interrogating shows that "the most important recent contributions have congealed around visual and ethnographic methodologies" (p. 17).

The writing is sometimes humorous. For example, in describing the efforts of the UN to improve coordination for development programs, Thomas and Fliert write, "Couched in extremely bland UN-speak, the language is consistently vague and reflects perfectly the ad hoc nature of thinking through C4D in UN circles" (p. 108). And in describing the World Congress on Communication for Development (WCCD), Thomas and Fliert say the "Congress turned out to be a talk-fest" (p. 111).

However Interrogating does not discuss the movement underway with some organizations that refuse money for fear of the ideological and political pressures that accompany funding. The idea emerges implicitly in the long list of ways CSC projects serve as vehicles for neoliberal values, the free market, and democracy.

McPhail's (2009) book, Development Communication: Reframing the Role of the Media, which was written in part by McPhail, and in part by selected experts, has some areas of overlap with Interrogating and some differences. Both books share the assumption that something is wrong with the current state of CSC. McPhail sees a moment of change and aims to move the field forward in productive directions by arguing for interdisciplinary, or at least more inclusive, approaches to development communication. McPhail's book does not see easy solutions and calls for a rethinking of development communication's theoretical orientations because simplistic perspectives will not result in change. Interrogating does see a clear set of solutions and details them (see above) in line with McPhail's desired direction that are interdisciplinary, holistic, inclusive, localized, and in McPhail's case, feminist.

Both books cover the systems of agencies, task forces, commissions, and funding sources involved in development communication efforts. Both books cover the role of media and technology in CSC work. Both books offer useful cases to consider. One could offer either book to students and use the other as a companion or set of selections. In terms of scholarship, both together make a solid foundation for a need for change and a productive way forward.

Reference

McPhail, T. L. (Ed.). (2009). Development communication: Reframing the role of the media Chichester, UK and Malden, MA : Wiley-Blackwell.

Heather Crandall

Gonzaga University