Communication for Social Change Working Paper Series

Communication for Social Change: An Integrated Model for Measuring the Process and Its Outcomes

Section Three: Social Change Outcome Indicators

Information Equity

This refers to the level of awareness and knowledge about an issue, health problem or program that is shared (common wisdom) among different individuals within a group or between different groups in a community. Information equity also refers to the level of access that the community has to the corresponding information sources. Besides assessing the level of information equity at the community level, emphasis may be placed on assessing the corresponding level among specific groups (or most vulnerable groups) related to the issue or program. High levels of shared information are likely to affect the level of direct or indirect participation in the implementation of the program and other activities related to the issue. Individuals with a good understanding about the issue or program and with access to sources of information will be more likely to participate, and that will reinforce other social-change outcomes such as sense of ownership.

Dimensions of Information Equity

For purposes of this study two dimensions of information equity can be identified:

• Awareness and correct knowledge about the issue or programme, and
• Enhanced free flow of information.

Awareness and correct knowledge about the issue or programme:

1. Percentage of community members having correct knowledge about (different aspects of) the issue or programme. We expect distribution to be the same by gender and other individual or group characteristics; or

1a. Average level of knowledge about the issue or programme in the community. If specific knowledge items are identified, an overall knowledge index can be constructed to assess overall community knowledge related to the issue or programme.

2. Percentage of community members who are aware of community activities related to the issue or programme. A matrix with individually listed programme activities can be created to assess specific awareness by different individuals and groups in the community.

3. Percentage of community members who are aware of community sites or other sources of information related to the issue or programme.

4. Percentage of community members who are aware of mechanisms for participation in activities related to the issue/programme.

5. Percentage of community members/groups aware of other programmes in their community related to issue/programme.

Enhanced free flow of information:

6. Proportion of community members/groups having access to varied sources of information, TV, radio, newspapers, telephone, Internet, etc.

7. Frequency of use of local media and other information mechanisms by community members to learn about (and/or to provide information about and support) the programme/issue.

8. Degree of media participation about programme/issue (nomination of a specific reporter to follow up on issue).

9. Percentage of media time/space devoted to programme/issue.

10. Number of media reports related to community activities/accomplishments (news releases, radio/TV interviews, etc.).

11. Percentage of community members/groups who have discussed the issue/programme with other community members/family members/groups in last * months.

Data Sources: In-depth interviews with the representatives of different groups (formal or informal) identified in the community and individual representative sample surveys.

Click here to go back to the table of contents, or navigate above by clicking on "next page".