The Impact of the Evolution of Social Communication on International Non-governmental Organizations
A Brief History of Social Communication
The paradigm of diffusion of innovations by Rogers and the participatory paradigm by Freire are the two competing paradigms that have laid the framework for how communication has evolved today. The post-development development paradigm implemented by Escobar in 1995, built on Freire’s foundation to bring in a multitude of strategies based upon collective action and reflection (e.g., globalization, networking, and media) to improve communication efforts. This approach values the use of target populations to develop solutions to complex problems. Since these historic approaches have been introduced, three-generational models Roger’s diffusion of innovations (1995), a life-skills approach to communication, and the communication for social change based on Freire’s original ideology) have developed to use communication in a strategic fashion to improve the dispersion of information. All of the aforementioned models have significantly impacted the effort of HIV/AIDS prevention through improving communication efforts. (Tufte, 2017).
A Major Change Leading to the Success of International Non-Governmental Organizations (INGOs)
The field of communications has changed significantly for the better since the introduction of digital humanitarianism. Compared to thirty years ago when smartphones did not even exist, today, the evolution of digital humanitarianism evolution has equipped many with the capability to download countless useful applications. For example, weather applications can provide up-to-the-minute updates to many people in areas that may experience a catastrophic weather event. By being informed of the potential event through digital media platforms such as Twitter and Facebook, people can prepare the disaster area to potentially mitigate the damage and allow the citizens to move out of the area of threat. The use of smartphones and apps benefits individuals and countless INGOs (Thomas, 2018). International Non-governmental organizations such as the Red Cross use SMSs to communicate to their staff and people in areas who may suffer from or are currently suffering from natural disasters to provide guidance and relief efforts (Texting).
The Disaster Relief Efforts of the Red Cross
The global efforts of the Red Cross are fueled by humanitarianism and donations. Since the beginning of the foundation, countless lives have been affected for the better through the Red Cross’ relief effort. The Red Cross responds to Global disasters such as floods, earthquakes, tsunamis, hurricanes, outbreaks of disease, and the economic crisis caused by war. Mass media has been a vital part of the successful effort. For example, many people do not have direct access to vaccines against childhood diseases in the Central African Republic. Red Cross volunteers who help with the vaccination effort use mass media and educational entertainment materials to reach families in other villages to make them aware of vaccination sites. The families who receive the message through the social media platforms can bring their children to nearby villages and receive the vaccinations free of cost via the Red Cross. The Red Cross has seen nearly a 10% increase in vaccination campaigns in African countries like the Central African Republic because of social media platforms. In turn, this effort has led to more vaccinations being distributed and subsequently decreasing the outbreaks of devastating childhood diseases (Global Impact Report, 2011).
Educational Impact of the Red Cross
Moreover, the Red Cross’s educational training significantly impacts how countries prepare for and respond to disasters. Virtual classrooms have allowed for international communication and have significantly benefited all those who can utilize the resources. Educational training has improved significantly since the early 2000s. For example, in 2007, the Red Cross used social media platforms and technology for disaster preparedness in only five countries. As technology has advanced and spread more globally, the Red Cross, in 2011, expanded its educational training programs to over 30 countries. The educational training programs have allowed for many residents throughout the world to respond appropriately when disaster strikes and help those around them. To further the response efforts, the Red Cross utilizes geographic information systems (GIS) and mobile data devices so that when disaster strikes, the organization will be able to respond quicker and more efficiently (Global Impact Report, 2011). I believe digital humanitarianism will continue to evolve and will better many INGOs such as the Red Cross.
References
Global Impact Report. (2011). https://www.redcross.org/content/dam/redcross/atg/PDF_s/Publications/Financial_Statements/11ISDreport.pdf.
Texting. Text Messages from the Red Cross | American Red Cross. https://www.redcrossblood.org/texting.html.
Thomas, P. (2018). Communication for social change: Context, social movements and the digital (1st ed.). SAGE Publications Pvt.
Tufte, T. (2017). Communication and social change: A citizen perspective (1st ed.). Malden, MA: Polity.
