Abstract
The author uses the feminist and epistemological lens of intersectionality to explore and bring to light how NGOs use the SRHR frameworks in their advocacy communication practices. It discusses how NGOs have strategically utilized communication in their efforts to promote gender equality and reproductive health. It presents data from fifty-two (52) feminist health organizations from the global North and South that were interviewed on how they engage in advocacy communication in sexual and reproductive health. The research results show that communication is critical for improving gender equality in sexuality and reproductive health. Furthermore, the results indicate that organizations had varied ways of engaging social media and other online communication platforms. Some of the online communication strategies that organizations use specify advocacy purposes, community engagement, community mobilization, and information sharing. The author emphasizes how important it is for NGOs to connect with other associations in the same field to advance policy change. Common social media platforms used include Facebook and Twitter. Even though blogs were used by some NGOs, results showed that they were not fully utilized.
The author's research found that online platforms were generally useful, though several of their deficits were characterized. These shortcomings include limited resources to invest in communication initiatives and insufficient data on SRHR that can be used globally. In advocacy communication, the author stipulates that there may be censorship of posts, backlash, and a wide range of negative feedback. The author also writes that COVID-19 added to the challenges faced in the field as the pandemic limited access to services and exposed some structural and inequalities that have been overlooked previously. These difficulties remain evident despite the commitment of the United Nations to SRHR.
The author provides a critical analysis of how NGOs use various communication strategies and practices on their websites. She also outlines the religious and political challenges that the NGOs are faced with in SRHR advocacy, even though the text does not delve in much detail into these problems. Gender, communications, and reproductive health in international development points out that one-way communication might be a hindrance to NGOs’ purpose of advancing SRHR dialogue.
In addition, the struggles that NGOs grapple with in the diverse local and cultural contexts and communities are mentioned, but not fully articulated. Moreover, the author explains that many of the health communication strategies used are developed in the United States and implemented in the global South without taking into consideration local contexts. Although the author discusses the NGOs from the global South and North, there is no discussion of the economic and political disparities that exist between and within these regions. While online communication is recommended, in some regions, the target population for the messages does not have access to the internet. As a result, those who are supposed to get the online messages might be left out and therefore be unable to benefit from the digital strategies. Furthermore, not many regions in the global South were represented in the selection of NGOs that were included in the research interviews.
The author finds that some NGOs duplicate and distribute posts from organizations from other parts of the world, a practice which might limit the applicability and efficacy of online advocacy communication. Without the benefit of local knowledge, digital communications may fail to raise community awareness and, therefore, be unable to mobilize citizens for action. The author argues that, with collaboration, NGOs can have a common understanding of their mandate without those in the North viewing those in the South as their subordinates. NGO leaders, she believes, can develop a common language, devoid of jargon, to come up with shared messages that are not contradictory.
The author summarizes the overall theme of the book by stating that despite the progress made in utilizing communication strategies, there is still work to be done to strengthen health communication messages and campaigns. The author proposes the use of entertainment-education, digital storytelling, and the use of human-interest stories. To advance communication in this field, there is a need to invest in online tools; “framing” language on SRHR; and in structured plans for messaging. The author views the use of digital storytelling and visual materials as critical in raising awareness, mobilizing for action, and increasing public engagement. Moreover, she calls for evaluation research within NGOs to assess the impact of messages shared as well as the level of collaboration within and across NGOs. Lastly, the author highlights the necessity for NGOs to consider local and cultural contexts and community needs in any communication or advocacy initiative.
