JULIUS JAY JR B. DASKEO

In democratic country like Philippines, collection of voices from a uniting society is mainly visible in some of the country’s events like EDSA I and II. Its goal to create changes and progression became more successful with the aid of ICT tools and platforms. These ICT tools and platforms changed the way Filipino people communicate. ICT can be a medium for developmental communication and advocacy.

WHAT IS DEVELOPMENTAL COMMUNICATION?

It is a communication approach which brings knowledge to societies that they can use to change their lives (Silandote Jr., G. 2016). According to Audiopedia, it seeks to influence stakeholders and policy makers, to build favorable environments, to identify challenges and opportunities and to facilitate the sharing of knowledge to produce positive social change via sustainable development.

One example of this is Information and Communication Technologies for Development (ICT4D). Through ICT, it aimed to bridge the space between technological “have” and “have not” geographic locations or demographic groups. It supports socio-economic development, international development, and human rights (GAVI CSO Constituency, 2014). One of the examples of what you can do with ICT4D is send and receive mobile money. It promotes easier and safer alternative to cash payments, and benefits people who cannot maintain a conventional bank account. 

WHAT IS ADVOCACY?

Alliance for justice defined it as “any action that speaks in favor of, recommends, argues for a cause, supports or defends, or pleads on behalf of others.” Do you remember the story of David and Goliath? Oppose to the original story, the Goliath in the advocacy process involves major organizations that can be a remedy for unjust or negative societal condition. These conditions usually impacts the citizens, or known as David. One example of an advocacy is the campaign called #WorldWithoutWaste organized by a famous soft drink company. It aims to solve the problem with solid waste management (Rappler, 2020).

The success of developmental communication and advocacy depends on the ICT platforms and tools you choose. One of the best options you have is social media. Through this, you can reach large audiences, have a direct connection with your audience, create organic and viral content, evaluate your performance, and join social media networks for free. However, it is also important to know the following downsides: you can receive negative feedback, has a potential for embarrassment, must spend a lot of time on your campaigns, and must wait to see the progress (WebFX.com, n.d.).

According to Silandote Jr. G. (2016), there are three faces of social media:

1. The Good – used to contact people regardless of their distant and time zone.

2. The Bad – enabled people to hide behind screen and avatars and it took over their lives than being them in control.

3. The Ugly – might became a common cause of broken relationships, self centeredness, and cybercrimes.

The use of Information and Communication Technology (ICT), particularly social media, as a medium for advocacy and developmental communication has become a powerful force in shaping public discourse, mobilizing communities, and driving social change. Here’s an overview of how social media serves as a catalyst for advocacy and developmental communication:

1. Amplifying Voices and Issues

• Visibility for Marginalized Groups: Social media platforms provide an avenue for marginalized communities to share their stories and raise awareness about their issues. This visibility can lead to greater understanding and action from the wider public.

• Global Reach: Issues can transcend geographical boundaries, allowing local advocacy campaigns to gain international attention. Campaigns like #BlackLivesMatter and #MeToo exemplify how social media can rally global support around specific causes.

2. Community Building and Mobilization

• Network Formation: Social media facilitates the creation of networks and communities around shared interests and causes, enabling advocates to connect and collaborate effectively.

• Grassroots Mobilization: Activists can rally support for demonstrations, petitions, and other actions through social media, often organizing events rapidly and efficiently. For example, movements during major political events in the Philippines, like the anti-Traffic Violations App, have successfully mobilized citizens.

3. Information Dissemination and Education

• Awareness Campaigns: NGOs and advocacy groups use social media to run awareness campaigns on issues such as health, environment, and human rights. These campaigns often include infographics, videos, and testimonies to educate the public.

• Real-Time Updates: Social media platforms allow for real-time sharing of information during crises or critical events, which can inform and engage the public quickly. For instance, during natural disasters, authorities often use social media to provide updates on safety measures and aid distribution.

4. Participatory Communication

• Engaging Stakeholders: Social media encourages two-way communication, allowing stakeholders to engage directly with advocacy efforts. This participatory approach enhances transparency and accountability.

• Feedback Mechanisms: Organizations can gather feedback from communities and stakeholders through social media, refining their strategies and ensuring that advocacy efforts resonate with the people they aim to serve.

5. Empowerment and Capacity Building

• Skills Development: Social media serves as a platform for training and educating advocates on various skills, including digital literacy, campaign strategies, and effective communication techniques.

• Empowering Individuals: By providing tools and resources, social media empowers individuals to become advocates themselves. Citizens can easily post about issues, create content, or engage in discussions that promote social change.

6. Challenges and Issues

• Misinformation and Disinformation: The rapid spread of information on social media can lead to the dissemination of false information, which can undermine advocacy efforts. Addressing misinformation is crucial for credibility.

• Digital Divide: Access to technology and the internet remains uneven, leading to a digital divide that can exclude certain communities from advocacy efforts. This gap can limit the effectiveness of campaigns if not addressed inclusively.

• Cyberbullying and Online Harassment: Advocates, especially those from marginalized groups, often face online harassment that can discourage participation and impact their mental well-being.

7. Case Studies in the Philippines

• #BataanShooting (Philippine National Police): Social media played a significant role in raising awareness and organizing community response following incidents involving police violence.

• #RideTheVibes Campaign: an initiative to promote mental health awareness using social media platforms to encourage conversations and share resources among youth.

8. Future Outlook

• Integration of New Technologies: With advancements in technology (e.g., AI, augmented reality), advocacy campaigns might leverage these tools for more compelling storytelling and engagement.

• Sustainability and Ethics: As social media continues to evolve, ethical considerations regarding data privacy, consent, and representation in advocacy will become increasingly important.

Conclusion

Social media has emerged as a potent medium for advocacy and developmental communication, providing tools that can empower individuals, organizations, and communities. By amplifying voices, facilitating mobilization, and fostering participatory dialogue, ICT can drive significant social change. However, it is essential to navigate the challenges that accompany its use to ensure that it effectively serves the goals of advocacy and development.