Introduction
Communication is the key factor behind the growth and progress of society, which strives for social change through a communications system. Explaining communication is how different individuals exchange a message and act on it. In other words, communication is the act that shapes worldviews, moulds opinions, and consolidates groups. As far as social transformation is concerned, changes are being made to the characteristics of public values, culture and social institutions. The design of effective communication strategies is necessary at this stage of change, as this will bring together divergent outlooks, clarify the unheard voices in society and, ultimately, create an environment of oneness in a diverse society. Therefore, this paper investor investigated correspondence between communicacommunicational change in a Canadian context.
Part 1: Theoretical Framework
The theoretical framework, which provides a basis for the relationship between communication and social change, becomes a tool through which the role of communication processes in altering social dynamics and connections can be understood. The theories of diffusion of innovations and social cognitive theory are the most prominent ones out of the many theories related to this subject.
The diffusion of innovations model developed by Everett Rogers helps explain the progress of new ideas, patterns of behaviour, and innovations as they are disseminated among members of society over time. It identifies five key elements in the adoption process: innovation, communication channels, a social system, time, and the personal attitude towards adoption. In the Canadian situation, this approach may help explain how channels of communication become helpful in the propagation of new ideas and perspectives, leading to social change.
Mass media campaigns and educational programs convey knowledge about renewable energy technologies and their benefits to the public. They utilize the interpersonal approach to communication for this purpose. This process begins with early adopters who try out the innovations and spread the word about the new solutions, and as a result, the effect spreads within society. The diffusion process depends on different aspects, such as the clarity of innovation, the compatibility of innovation with existing behaviour patterns, and the opinions of opinion leaders who support the adoption of such innovation.
Regarding social cognitive theory, Albert Bandura, the developer of this theory, similarly highlights social observation, modelling, and self-efficacy as essential determinants of human behaviour. This theory proposes that people acquire knowledge and develop behaviours by observing the behaviour and consequences of others, particularly those they perceive as credible and influential, a process known as socioeconomic learning.
Through a Canadian sociological lens, social cognitive theory illuminates how communication patterns affect how people change their behaviours and set new social norms. For example, anti-smoking projects attract people using social modelling with presentations of ex-smokers who have won the battle free of tobacco and, thereby, leading others. At the same time, they exhibit people who can relate to the viewers and point out the advantages of positive behaviour changes. Such campaigns can erase people’s doubts about self-efficacy and persuade them to act.
They also confirm the significance of communication strategies geared toward a specific group of people in influencing the overall social change in Canada. By realizing how ideas diffuse and the reason for behaviour alteration, supporters can devise tactics that rely on a broad audience, uproot injustice norms and prolong the change.
Part 2: The Role of Communication at the Core of Social Change
Communication has a comprehensive and pivotal function in that it eases local and national social change across several areas of the nation. The most effective way to understand the significant impact of communication forms is through mass media, social media and direct communication on the change of attitudes, behavioural encouragement and the launch of social actions toward the positive transformation of the entire society.
Mass Media: Traditional mass media such as television, radio, and newspapers were and are capable of imaging through and impacting public opinion concerning the information they transmit. Media play an extremely significant role in the impact on socio-political reflections of social change in Canada, as it sets great examples and challenges by telling insurgent stories, disproving mainstream narratives and giving voice to the voiceless. One example may be the reporting on civil rights movements, including the Indigenous rights struggle and the fight for LGBTQ+ equality. These have made the public aware of issues and supported reforms. In addition, media campaigns supporting public health (i.e., disease eradication), environmental conservation, and engagement in civic responsibility have changed. They are set to continue changing the norms and resulting behaviours in society.
Social media: social media has fostered a paradigm shift in the communication pattern. Through this, the power of sharing media to discuss public opinions has been delegated to individuals and communities alike, making it easy to coordinate grassroots movements, provide online campaigns and mobilize support for social causes. Social networking in Canada became pivotal in maintaining social justice by giving those on the outskirts of society a chance to narrate their tales, link with supporters, and empower these environmental changes. Movements such as #BlackLivesMatter, #MeToo, and #IdleNoMore took to social media to enlarge their messages, challenge the implicit bias of socially evil practices and get the people together to move against all forms of social injustice. Besides, social media allows a lot of people to learn about information very quickly, which leads to immediate responses to the growing social challenges and the expansion of the international community networks to struggle against these problems.
Interpersonal Communication: In the case of Canada, it is frequently the community micro-levels like the grassroots environmental movement, which supports sustainability endeavours, promotes economic justice, and fights racial injustice, that utilizes interpersonal communication to nurture solidarity and strong networks to weather the storm and effect long-lasting changes.
Part 3: Case Studies
The execution and detailed analysis of specific case studies are both priceless, as they allow us to gain practical knowledge on how communication tools have impacted some tremendous social change in Canada. Here, we explore three compelling examples: Indigenous (the Idle No More movement), queer or LGBTQ+ rights (pro-LGBTQ activism), and climate change campaigns.
Idle No More Movement
The Idle No More Movement started in 2012 as a grassroots movement among young Indigenous leaders against the changes in the legislature in Canada that affect Indigenous rights and environmental conservation. The principal purpose of the movement was to create awareness of the adverse effects of colonialism on Indigenous populations as well as to convince a wider circle of support for Indigenous sovereignty and environmental justice.
Communication had always been at the centre of the success of Idle No More. Social media networks like Twitter and Facebook became a powerful tool for Indigenous activists to express what they wanted, to pass and to attract attention at the national level. They mobilized the participants, who added up quickly. Hashtags such as #IdleNoMore very quickly became rallying cries. They were race-based, where social issues related to land rights, water protection, and women’s rights were linked.
Additionally, the community used to experience drum circles, ceremonies, and gatherings together, particularly to strengthen solidarity and enhance the identity of the Indigenous citizens. Established through beautifully portrayed stories, art, and music, activists challenged Indigenous and non-Indigenous communities, came together, and publicized the story. Supportabl
e No More movement was instrumental in sparking a pan-Canadian conversation on Indigenous rights and environmental stewardship, starting a feasibility study process, and generating a solidarity campaign across the globe. By exploiting the potential of communication, Indigenous activism provided the opportunity to overcome societal disadvantages and the distinct paradigm of unanimity.
LGBTQ+ Rights Advocacy:
Canadian society has been prosperous in taking relevant measures for the rights of LGBTQ+ inclusion. The most commendable of those changes was the legalization of gay marriage in 2005. This landmark event was a reap of the benefits of generations of social action done by LGBTQ+ activists and their allies, who fought and finally won through the tireless use of communications.
The media portrayal conveyed the message to society that same-sex individuals and relationships should be given more accommodating views and that society should be highly embraced and encouraged. Television programs, films, and news videos with stories that are based on the LGBTQ+ community helped to portray what life is really like, breaking away the stereotypes and stigmas.
Moreover, grassroots advocacy campaigns use several communication channels to create awareness, generate duty, and recommend policy modifications. LGBTQ+ groups had a chance to have decentralized fun through pride parades, rallies, and public events. These platforms enhanced dissent and tolerance as well as call-for-action on legal reforms.
The development of online activism was also significant because it contributed significantly to the defence of LGBTQ+ rights. Social networks built on social media served as a communication medium for LGBTQ+ activists to share knowledge, exchange resources, and plan campaigns. Digital interventions, such as the It Gets Better Project, provided LGBTQ+ youth with an opportunity to engage others on social media to talk about how they were feeling in a manner that would boost their hopes in the face of bullying while offering support to others facing similar challenges. The LGBTQ+ activists in Canada confronted the laws and social norms by applying strategic communication efforts, which generated significant successes in high-ranking court victories, the protection of social tolerance and more.
Climate Change Activism
Environmental activism reached a specific level in the Canadian community; it was driven by numerous issues related to climate change, like the ecological crisis and its effect on different communities, ecosystems, and future generations. Through communication, there has been a successful move toward rescuing public support, raising awareness, and campaigning for policy action.
Media over the Internet is now the one that has made it possible for climate activists to reach a wider public, raise awareness, and mobilize people worldwide. Hashtags, including #ClimateStrike and #FridaysForFuture, put youth at the forefront of the struggles. They spread messages that were listened to by global audiences to the tune of millions of individuals only demanding immediate action on climate change.
The conventional media has had a paramount function in the sense that it has brought the climate crisis as one of the most pressing problems before the whole society, and it continues to serve as a channel for scientists, activists, and policymakers to speak about remedies and press for public consciousness. Documentaries, TV coverage and personal accounts have achieved the goal of media education by informing the public about the causes and effects of climate change and promoting public involvement and political power in addressing this issue.
Another type of campaign, direct action, also uses communication strategies to highlight the climate crisis’s seriousness and force governmental officials and industrial companies to take strong measures. The climate activists creatively use the visual aesthetic sense through street art, music, and performance art. As a result, these activities have animated the people, and hence, the people have started to dialogue about the necessity of systemic modification.
The use of communication policy, activists of weather change in Canada, and people’s participation have impacted the country’s policies and initiated a more environment-friendly and just future. Through magnifying the voices of front-line community members, youth activists and Indigenous leaders, they have, therefore, had an impact that has elevated climate change to a critical issue on the national and international agenda.
Conclusion
However, the study reveals that communication is the key to collective action during social change by involving dialogue, building collaborations, and mobilizing collective decision-making. Diffusion of Innovations (DOI) and Social Cognitive Theories (SCT) have been credited with the identification of several mechanisms for replacing behaviour and uncomfortable norms in society, where communication acts as the central player in this process. Mass media, social networking, and interpersonal networks are powerful communication channels; therefore, advocates are widely available to inform the public, convince existing beliefs, and get support for radical changes. Using the case studies of the past struggles for social change movements in Canada, the point is that the effectiveness of communication strategies is undoubtedly responsible for the transformation, be it Indigenous rights advocacy, the push for LGBTQ+ rights or environmental fights. Hence, the future of mass communication in creating a fairer, more equitable, and just Canada largely depends on its ability to innovate, cooperate and socialize as we move together to improve our society.
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