Examples of theories in advocacy efforts

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            After reading Pathways for Change: 10 Theories to Inform Advocacy and Policy Change Efforts, I began to try and recognize these theories in the actions of organizations and individuals. Whether people are familiar with the theories mentioned in this article they might already be implementing as they work towards social change. Recently, one woman in America was able to get Merriam-Webster dictionary to change the definition of “femininity” just by tweeting. Though this started as a solo advocacy effort with a narrow focus it still contributed to social change, specifically sexism. This woman’s act and subsequent exemplifies the “Media Influence” Theory because this theory recognizes the power of content distribution and that there are more forms of media than traditional media like newspapers and T.V.

            In Pathways for Change: 10 Theories to Inform Advocacy and Policy Change Efforts the author explains “Media Influence” theory and states, “According to this theory, media and communications work should be coupled with advocacy towards decision makers who will act upon issues that have risen on the public agenda and/or build a base of support to take action on an agenda that has reached a high level of salience” (Stachowiak, 2013, p 18). Since Twitter is a platform that allows people to communicate to the public it counts as part of the media. Given that this woman has a public profile, she was aware that her statement could reach a large audience and would probably get attention. After she tweeted this grievance, several Twitter users tagged Merriam-Webster’s Twitter Account with her tweet. Ultimately this collective action led to a change. Since many people use Merriam-Webster’s dictionary and it is a notable brand, its attempt to redefine words can potentially lead to a cultural change and inevitably a change in society. With the social media platforms and technological advancements that people have access to today it is possible for almost anyone to become a media influencer so it is important that we take advantage of that and voice our opinions.

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            Gender inequality is a relevant issue with campaigners, presidential candidates, and organizations publicly tackling related issues like equal pay and access to education in the past few years. Given the visibility of the topic of gender inequality in the news, an organization might use “The Policy Windows” theory to address it. A trade union in Sweden called Unionen recently created a hotline to raise awareness about “mansplaining”. Around the world, prominent women like HillaryClinton and Theresa May have been victims of this act where men talk down to them, but the act occurs in other industrial sectors besides politics. The union behind this hotline, which recognizes itself as “the largest white-collar union in the world” (McCann), set up this hotline temporarily for members of the union to call in and talk about instances of mansplaining in their work. According to a spokesperson for the organization, “Our object is to contribute to awareness and start a discussion in which we hope will be the first step in changing the way we treat each other and talk about each other in the workplace” (McCann). Although gender discrimination at work is already being discussed globally, the media coverage of this hotline has shone light on the current conditions of the white-collar work environments in Sweden so essentially the Unionen has not only taken advantage of a “Policy Window, it has created one as well. When talking about “Policy Window Theory”, the author of Pathways for Change: 10 Theories to Inform Advocacy and Policy Change Efforts states, ”Promising Strategies include: impact problem definition (i.e., framing the issue, monitoring indicators that assess the existence and magnitude of issues, intiating special studies of an issue, promoting constituent feedback)”  (Stachowiak, 2013, p 8). With this hotline, Unionen has framed the issue of gender discrimination in the workplace as common and problematic and Unionen has also given their constituent opportunities for feedback on this issue.

             In addition to the Policy Windows Theory, I also see “Grassroots Theory of Change exhibited in this Unionen’s efforts to target sexism as the hotline serves both men and women and is run by a group of “20 men and women, who are gender experts, authors, academics” and other professionals (McCann). The creation and running of this hotline is a collective action that addresses the needs of Unionen’s members. It is stated in pathway to changes that for the “Grassroots Theory”, “Promising strategies include training/ capacity-building, community mobilizing, awareness building, action research, media advocacy, social protest, and whistleblowing” (Stachowiak, 2013, p 20). Community mobilizing and Awareness building are central points in Unionen’s mission.

            The aforementioned theories are strategic methods to create focus a campaign or achieve a goal. They are useful for individuals and organizations advocating for policy or social change and should be used consciously and more frequently.

References:

Stachowiak, S. (2013). Pathways for Change: 10 Theories to Inform Advocacy and Policy Change Efforts. Center for Evaluation Innovation. Available from Blackboard. [Accessed 15 October 2016].

McCann, E. (2016). Sweden has a ‘mansplaining’ hotline. Seattle Times. Available from http://www.seattletimes.com/nation-world/sweden-has-a-mansplaining-hotline/ [Accessed 19 November 2016].