Communicating for social change: Identifying fundamental hurdles
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The road to social change is always strewn with social, economic, political, psychological
and cultural hurdles. Social change programmes and efforts, in addition to problems inherent
in change itself, have always faced hurdles that have substantial impact on the outcome of
change endeavours. Unless these hurdles are recognised and guarded against, no change
effort can be successfully executed, and no executed change plan can endure for long. In this
article, the author discusses how communication could serve social development. He identifies
and examines factors that would enhance social change. He also identifies and discusses
barriers to social change and how social change agents could use them as stepping stones in
their work.
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