What are the most important communication theories for community organizers?

1 Social movement theory

Social movement theory is a broad framework that explains how collective action emerges, develops, and succeeds or fails. It examines the factors that motivate people to join a movement, the strategies and tactics that leaders use to mobilize and sustain participation, and the challenges and opportunities that movements face in different contexts. As a community organizer, you can use social movement theory to understand the dynamics of your own movement, identify potential allies and opponents, and plan effective campaigns.

3 Diffusion of innovations theory

Diffusion of innovations theory is a model that explains how new ideas, products, or practices spread within a social system. It identifies the factors that affect the adoption or rejection of an innovation, such as its relative advantage, compatibility, complexity, trialability, and observability. It also categorizes the adopters into five groups: innovators, early adopters, early majority, late majority, and laggards. As a community organizer, you can use diffusion of innovations theory to promote your cause, recruit new supporters, and overcome resistance or skepticism.

4 Social network theory

Social network theory is a perspective that analyzes the structure and function of the relationships among individuals, groups, or organizations. It examines the patterns of ties, such as frequency, intensity, diversity, and reciprocity, that connect the actors in a network. It also explores the effects of network characteristics, such as size, density, centrality, and cohesion, on the behavior and outcomes of the actors. As a community organizer, you can use social network theory to map and leverage your existing connections, expand and diversify your network, and foster collaboration and trust.

5 Communication for social change theory

Communication for social change theory is an approach that emphasizes the role of communication in facilitating participatory and empowering processes of social change. It argues that communication is not only a tool for transmitting information, but also a means for creating dialogue, building relationships, and fostering collective action. As a community organizer, you can use communication for social change theory to engage your stakeholders, listen to their needs and aspirations, and co-create solutions that are relevant and sustainable.

6 Intercultural communication theory

Intercultural communication theory is a field that studies how people from different cultural backgrounds communicate with each other. It explores the similarities and differences in the values, norms, beliefs, and practices that shape the communication styles, preferences, and expectations of different cultural groups. It also examines the challenges and opportunities that intercultural communication poses for understanding, respect, and cooperation. As a community organizer, you can use intercultural communication theory to appreciate and celebrate diversity, avoid or resolve conflicts, and build bridges across cultural divides.