REIMAGINING COMMUNICATION FOR SOCIAL CHANGE: STRATEGIC APPROACHES IN THE DIGITAL ERA

This study assessed reimagining communication for social change: strategic approaches in the digital era. The participatory communication theory was anchored in this study. This study adopted the philosophy of interpretivist research. A qualitative research design was used to allow an in-depth exploration of perceptions, communication practices, and contextual realities within the study setting. The study population comprised 250 members of civil society organizations and digital advocacy groups in Port Harcourt, Rivers State, Nigeria, who actively participated in online social change initiatives. A sample size of 30 participants was obtained using purposive sampling. The sampling process involved identifying and selecting key informants from five recognized advocacy groups based on their roles as communication officers, campaign strategists, and digital mobilizers. Semi-structured interviews and focus group discussions were used to collect data, which provided rich narrative data and encouraged interactive responses. The interviews explored communication strategies, participation methods and challenges in digital advocacy. The data were analyzed thematically using Braun and Clarke’s six-step approach, which involved familiarization, coding, theme development, and interpretation. The findings of semi-structured interviews and focus group discussions revealed that digital communication has transformed social change initiatives by enabling wider participation, faster message dissemination, and increased public interaction; however, most campaigns lacked strategic planning and sustainability. The study concluded that while digital communication has significantly expanded the reach and dynamism of social change campaigns, its full potential can only be realized when strategic planning and coherent message structures guide advocacy efforts are guided by strategic planning and coherent message structures. The study recommended that Government communication agencies and civil society organizations should develop strategic digital communication frameworks to guide social change campaigns and enhance their planning and sustainability.