Professor Jo Tacchi

The next MediaCom Seminar will take place on Wednesday 8 March with Professor Jo Tacchi from Loughborough University London.

Messy and Neat

The seminar will take place 4:00-5:30pm on Wednesday 8 March in Bankfield House Seminar Room – all welcome.

Applied Media Ethnography: neat campaigns and messy realities

In this paper I consider ways in which an ethnographic approach can help our understanding of large scale development initiatives, and the role of communication and community engagement and mobilisation within them. The Sabar Sabouchar Campaign (SSC) was celebrated in India for eliminating open defecation at a District level (population of 5.2m), within just 18 months. While the process and elements of the campaign are described in some detail by a number of people, there remain questions about why the SSC worked so well in this district, while similar campaigns have failed to do so for a number of years, right across India. The question of why it worked here, and how, is made more complex by examining whether it is sustainable amongst the most vulnerable groups in the district. Responding to UNICEF India's challenge to find a way to understand what happened in the district, we started by engaging a range of stakeholders in the participatory design of the study and then engaged in intensive fieldwork in a limited number of sites, concentrating on marginalised groups, to uncover the key issues for sustainability, and how these might be addressed.

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School of Media, Communication and Sociology

Campus based courses
E: mcs-enquiries@le.ac.uk
T: +44(0)116 252 3863

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T: 0116 252 3755

Research degrees (campus-based and distance learning courses)
T: +44(0)116 252 2785
E: MCS-Research@le.ac.uk

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