Communication analysis of the habitat model of community and social development processes

This study was designed to evaluate and analyze the communication process, communication characteristics and strategies of Upland Cavite for Humanity, Inc. [UCHHI] as well as the stakeholder's involvement and outcomes. The analysis made on UCHHI's processes of community dialogue and collective action using the integrated model of communication for social change (by Rockefeller) had provided some insights on the basic principles of participatory communication. Complete documentation was done through triangulation method of social research. Survey interviews, document analysis and focus group discussion were conducted from May to July 2003 in Tagaytay City [cavite, Philippines]. Quantitative data were analyzed through percentages, means, and frequencies, while the wide arrays of qualitative data were analyzed through categorization. Significant findings were as follows: The major stakeholders include the active BOD members who were the catalyst in the beginning of community development, the community development officers and the home partners at St. Michael Village. The existing structure, resources and policies are interrelated. The structure of UCHHI has been the basis for identifying human and nonhuman resource requirementsfacilitating the flow of information and individual/group interactionrole differentiation (creation of various committees)and proper mobilization of local resources and encouraging community participation using approriate channels of communication. The communication strategy is directed toward education, value formation, mobilization of potential partners, empowerment of local people, and strenghtening of community leadership. Communication materials such as print, electronic and audiovisuals were applied. Both the individual and group approaches to communication were employed. Community media and folk media, though minimal, were also used. On the other hand, mass media was not used. In summary, the IM-CSC was appropriate a nd could be applied to the local context of Habitat's community development. The completion of community dialogue and collected action processes provided a sense of organizational direction through the creation of formal structure and local leadership. It produced individual outcomes such as knowledge, skills, and practice. It also produced social outcomes such as information equity among the members of the affiliate and home partnerssocial norms on participation, sense of ownership, collective efficacy and sense of belongingness.