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Multidimensional model for change: a comprehensive C4D-based framework for sustainable development

In: Handbook of communication and development
Srinivas R. Melkote; Arvind Singhal (eds.)
Cheltenham; Northampton, MA: Edward Elgar Publishing (2021), pp. 213-232
"This chapter presents the Multidimensional Model for Change (MMC), an innovative model aimed at improving people’s life; it includes the elements of the Communication-Based Assessment (CBA) and Communication Needs Assessment (CNA) frameworks. It is based on a mix of theories of change management and the current conception of communication for development (C4D) applied to investigate and understand the larger development picture using the postulates of the CBA framework, which includes the socio-economic, political and cultural environments in development and social change. The MMC when driven by C4D is effective in the development mode, even if it could also be used in other modes such as emergencies and empowerment. The MMC has C4D at its core and it cannot be applied without participation of all stakeholders. In addition, MMC addresses the shortcomings of the past by applying a cross-sectoral approach and multidimensional assessment which allow strategic and comprehensive planning." (Abstract)