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powerful tools for fundamental understanding of human interaction (communication) that can strongly influence the social dimensions of health and well-being.
According to SBCC, evidence-based communication programs can increase knowledge, shift attitudes and cultural norms, and produce changes in a wide variety of
behaviors (Lamstein et al. 2014). Obtaining and providing scientific knowledge
about these factors based on research is the first step of great importance, although
some uncertainties about human behaviors always exist. Furthermore, SBCC
emphasizes that communication goes beyond the delivery of a message, and encompasses the full range of ways in which people can individually–as well as collectively–identify the meanings of their behaviors, and raise the level of impacts on
social and behavioral changes.
In a way, this type of change has a wider coverage than individual change. SBCC
is the systematic application of interactive, theory-based, and research-driven communication processes that provides strategies for change at three levels: individual,
community, and society. There are three main strategies of SBCC across these levels: (1) behavior change communication that applies multimedia and participatory
approaches for change at the individual and community levels; (2) social and community mobilization that develop partnerships and alliances to influence the community level to the national level, and (3) advocacy that bridges different levels of
approaches and their influences through political and social commitment. It is
important to involve multiple stakeholders in a knowledge exchange and create platforms for that in order to design, implement and disseminate the scientific evidence.
Multiple stakeholders broadly encompass local governments, local NPO/NGO, private sector, local residents, scientists, researchers, and mass media, including others
who have been working on local issues.
Fujii et al. (2001) and Fujii (2016) proposed concepts of structural and psychological strategy for planning transportation systems, which implied many political
issues. Structural strategy can be considered as a method for changing the social
structure, which corresponds to enhancing market structure and reducing market
and government failure. Psychological strategies influence psychological factors
such as morale or recognition without changing the social structure. Providing
proper information is part of this strategy. People’s values define their behavior, and
are reflected in shadow prices. However, formulated values are not always proper
from various perspectives in development strategies and the value in itself must
change as society changes. Thus, psychological strategy plays an important role
alongside structural strategy, and the psychological approach can be applied to
development strategies, including strategies relevant to food security.
8.5 Summary
Food security was, and still is, a main issue in development strategies to alleviate
poverty. The commonly applied framing of development strategies–including strategies for food security–has been the enhancement of market function, even though
8 Framing Food Security and Poverty Alleviation
powerful tools for fundamental understanding of human interaction (communication) that can strongly influence the social dimensions of health and well-being.
According to SBCC, evidence-based communication programs can increase knowledge, shift attitudes and cultural norms, and produce changes in a wide variety of
behaviors (Lamstein et al. 2014). Obtaining and providing scientific knowledge
about these factors based on research is the first step of great importance, although
some uncertainties about human behaviors always exist. Furthermore, SBCC
emphasizes that communication goes beyond the delivery of a message, and encompasses the full range of ways in which people can individually–as well as collectively–identify the meanings of their behaviors, and raise the level of impacts on
social and behavioral changes.
In a way, this type of change has a wider coverage than individual change. SBCC
is the systematic application of interactive, theory-based, and research-driven communication processes that provides strategies for change at three levels: individual,
community, and society. There are three main strategies of SBCC across these levels: (1) behavior change communication that applies multimedia and participatory
approaches for change at the individual and community levels; (2) social and community mobilization that develop partnerships and alliances to influence the community level to the national level, and (3) advocacy that bridges different levels of
approaches and their influences through political and social commitment. It is
important to involve multiple stakeholders in a knowledge exchange and create platforms for that in order to design, implement and disseminate the scientific evidence.
Multiple stakeholders broadly encompass local governments, local NPO/NGO, private sector, local residents, scientists, researchers, and mass media, including others
who have been working on local issues.
Fujii et al. (2001) and Fujii (2016) proposed concepts of structural and psychological strategy for planning transportation systems, which implied many political
issues. Structural strategy can be considered as a method for changing the social
structure, which corresponds to enhancing market structure and reducing market
and government failure. Psychological strategies influence psychological factors
such as morale or recognition without changing the social structure. Providing
proper information is part of this strategy. People’s values define their behavior, and
are reflected in shadow prices. However, formulated values are not always proper
from various perspectives in development strategies and the value in itself must
change as society changes. Thus, psychological strategy plays an important role
alongside structural strategy, and the psychological approach can be applied to
development strategies, including strategies relevant to food security.
8.5 Summary
Food security was, and still is, a main issue in development strategies to alleviate
poverty. The commonly applied framing of development strategies–including strategies for food security–has been the enhancement of market function, even though
8 Framing Food Security and Poverty Alleviation