Mô hình truyền thông dựa vào cộng đồng trong bối cảnh biến đổi khí hậu lý thuyết và nghiên cứu

CHUYEN MtJC MOI TRLfONG VA B | £ N D O I KHi HAU MO HiNH TRUYEN THONG DUA VAO CONG D P N G TRONG B | CANH BliN DpI KHI HAU: LY THUYET VA NGHIEN CU'U v o DAO CHI NGUYiN NGQC DlElVI Sal viit trinh bay khai quit cac ca sa ly thuyet cua truyen thong dira vao cong ding, bao gim cic khai nigm, phan ioal, lich sir hinh thanh, cac npi dung ca ban, nguyen tic hoat dpng va mo hinh truyin thong dwa vao c0ng dong Be lam ro han cac van di tren, dac bi$t boi canh irng VO'l bien dpi hau, bai viit da tong quan tinh hinh nghien cwu vi truyen thcng dwa vap cpng ding tren the gidi va Vipt Nam cic tinh vwc lien quan din phat triin nhw y te, giio due, v.v., do, van di irng phd vai biin doi hau ia noi dung quan K H A I N I E M CO BAN v e MO HiNH TRUYfN T H O N G "Md hinh" (model) xet v l nghTa rpng "la mdt dai dipn he thing eiia mpt doi tuang Vo Dao Chi Thac sT Trung tam Nghien cuu Moi trifdng Vi^n Khoa hpc Xa hgi vung Nam B9 Nguyen Ngoc Diem Thpc sT Trung tam Nghien ciru Moi trudng Vien Khoa hoc Xa hpi VLing Nam Bo B^i viet la mpt phan ket qua De tai cap Bp 2013-2014: Nghien ciru mo hinh truyin thdng di/a vao cic nhdm cdng chiing thich irng bien dii hiu & ven bien Ddng bing sdng Ciru Long, Chii nhiem' Nguyen Ngoc Diem, Pham Ngpc Dinh: chii tri: V i i n Khoa hpc Xa hfii vung Nam Bp hope sy kien hinh thirc iy tudng hda va triru tup'ng" (Mortensen, 1972), bing each "dan gian hda hipn thye, chpn lya cac yeu t6, va ehi cac moi quan he" (McQuail va Windahl, 1989) Khai niem "truyen thdng" (eommunicaticn) eo nguIn glc tir tilng Latinh la communicare cd nghTa la "tap eai chung" (Weekley, 1967, tr 338) hay "chia se" va dupe hieu nhu la "sy trao d l i thdng tin cd lien quan d i n hanh vi irng xCr" (Ruben, 1984) hope theo mdt each hieu d i y dii han "la sy truyin tai thdng tin, y tudng, thai dd, cam xiie tir ngydi/nhdm sang ngydi/ nhdm khac chu y l u thdng qua cac bieu tupng/k)/ hipu" (Theodorson va Theodorepn, TAP CHl KHOA HQC XA HQl s i 12 (196) 2014 1969) 6" d?ing do-n gian, thong tin ducc truyen tir ngudi giri tdi ngudi nh^n 6" dang phiec tap han, cac thong tin trao doi lien kit ngudi gipi va ngudi nhpn Theo TrIn Huu Quang (2006), truyin thong dup'e chia loai: (1) Truyin thong lien ea nhan (interpersonal communication)'^' (truyen dat thong tin giO-a ngudi vdi ngudi khac); (2) Truyen thong tap t h i (truyin thong ngi bd mgt cc quan, mpt eong ty, mpt t l chipc doan t h i , hay mgt nhom xa hgi nao do); (3) Truyen thong dpi ehung'^' (mass communication), truyin dat thong tin mgt each rpng rai den mpi ngudi xa hoi thong qua cac phuong tien truyin thong dpi ehiing nhu bao chi, phat thanh, truyen hinh Nhu vay, mo hinh truyin thong CO t h i dugc hilu la eae hinh anh dup'e dan gian hoa tir hien thuc, chira dung eae y l u t l cc ban hoat dpng ehuyen tai, trao doi thong tin P H A N LOAI M O HiNH TRUYEN THONG Cae md hinh truyen thong ey t h i da dup'e nhieu hpe gia tren the gidi nghien ciru, phan tich, va phae hga tiiy theo muc tieu nhat dinh, dua tren cae hoan canh va dieu kien nhlt djnh Caeh phSn loai cac md hinh truyen thong biln hipn la chia cac mo hinh nhom: (1) md hinh truyin thong c l diln; (2) mo hinh truyin thdng tuyin tinh; (3) mo hinh truyin thong phi tuyen tinh; va (4) mo hinh da ehieu Cae m6 hinh truyin thong eo dien (Classical communication models): Aristotle dup'e xem la ngudi dua djnh nghTa dau tien v l truyin thong, theo do, Ehninger, Gronbeck va Monroe da diln giai md hinh truyen thdng qua giai doan ehinh: sang tao (invention), s i p xIp (arrangement), kilu (style), va phat bieu (deliver) IVI6 hinh tiep tue dupe phat triln bdi hpc gia ngudi La Ma Quintilian, lly ngudi noi lam trung tam (Aristotle's speaker-centered model), tiep theo Kinnevay da phat triln mo hinh eiia su chirng minh (Aristotle's model of proof) - Cac mo hinh truyen thong tuyIn tinh (linear communication models): M6 hinh dae trung bdi cdng thirc noi tilng eua Harold D Lassweli la "Ai, noi cai gi, bang kenh nao, cho ai, va c6 hipu qua gi?" ("Who says what in which channel to whom with what effect?" (Tran Hwu Quang, 2006, tr 14) Mo hinh da liet ke mpt s i yeu t l ehinh bao gom ngudi phat tin, ngudi nhan va kenh thong tin Qua trinh truyin thong mo hinh la dudng thing (linear) Tir mo hinh ca ban nay, nhilu md hinh truyen thong tuyen tinh da del va phat triln nhu Mo hinh toan hoe Shannon va Weaver (Shannon and Weaver Mathematical Model, 1949), Mo hinh tuang tae cua Schramm (Schramm's Interactive Model, 1954), Mo hinh S-M-C-R'^' eua Berio (Berio's S-MC-R Model, 1960), v.v Mo hinh ciia Shannon va Weaver ducc gpi la "me eua eac mo hinh" (Woods va Hollnagel, 2005), t h i hien y tudng bao gom cac y l u to: nguon thong tin, tin nhln, may phat, tin hipu, kenh, tieng on, thu, dilm den thong tin, xae suit l i i , ma hoa, giai ma, t i c dp thong tin, dung lup'ng kenh, v.v Gidi hgn ciia quan niem la tinh chit tuyIn tinh mot chilu tir doi tup'ng phat tin den d l i tup'ng nhan tin, chinh vi vay, d l gay su hilu nhim d l i tup'ng nhan VO DAO CHI - NGUYEN NGQC DI£M - Mp HiNH TRUY£N THONG DjJ'AVAO tin d vj tri thu ddng - Cac md hinh truyin thdng phi tuyIn tinh (Non-linear models): Dai dien cho nhom md hinh cd the ke d i n ia md hinh dudng xoan l e eiia Dance (Dance's Helical Spiral, 1967), va md hinh khai niem eiia Westley va Maclean (Westley and Maclean's Conceptual Model, 1957), v.v Md hinh xoln I c la mot qua trinh phat triln vdi xu hudng ludn ludn quay vao ben cho phep hpe tap, tang trudng va kham pha, dd, md hinh khai niem lai quan tam d i n su phan hli, ITnh vyc thudc v l cam giac, moi tuang tac phi nhi phan (tren hai ngydi) va nhieu niit dilm khae chang han truyin thdng lien ca nhan va truyen thdng dua vao md hinh dai chung gian tilp (mass mediated communication) Cae md hinh da chilu (Multidimensional Models) Dpi dien cho nhdm md hinh la md hinh chirc nang ciia Ruesch va Batesen (Ruesch and Bateson's Functional Model, 1951), va md hinh giao djeh ciia Bamlund (Barnlund's Transactional Model, 1970) bilu diln qua trinh thdng tin lien lac thye hipn dong thdi d elp phan tich, bao gom: cap 1: qua trinh lien ea nhan ca ban: cap 2: giira cac ca nhan nhung tap trung vac su chdng cheo ciia kinh nghiem ciia hai ehii the tuang tac: cap 3: tuang tae nhdm bao gom nhilu ngudi; va cap 4: moi quan he giiia trinh dp van hpa (cap 4) cua eac nhdm doi tuang Mdi cap dp ciia hpat ddng cung bae gom bin chire nang giao tilp: danh gia, girl, nhpn, va kenh Mdt so nghien ciru v l md hinh tuang ty vdi md hinh chire nang bae gem md hinh Carroll (1955), Fearing (1953), Mysak (1970), Osgood (1954), and Peterson (1958)'"'(Mortensen, 1972) MO HiNH TRUYfeN THONG DUA VAO CONG N G 3.1 B I I eanh hinh Trude nam 1990, cae md hinh truyen thdng truyin thing dupe nhin nhan kha dan gian, dan chilu tir tren xuong Co t h i k l d i n la md hinh eiia Aristete (384322 BC), lasvi/ell (1948), Claude Shannon (1949) Trong giai doan nay, truyin thdng v i n phuc vu eho muc dieh phi biln kiln thire va thuylt phuc ngudi nghe nhu mpt doi tyang thu ddng tilp nhan (Figueroa, Kincaid va cdng sy, 2002) Giai dean 1960-1970 la thdi ky thing tri eiia truyin thdng dai chiing xuat phat tif sy anh hydng manh me cua cac ky thupt hien dai Truyin thdng thdi ky da co gang xae dinh va phan tich eac y l u t l xa hdi va tam ly duae eho la nguyen nhan ciia hien tuang "phan irng lai" hoac viec that bai ciia nhom doi tuang nghien ciru thue hien truyin thdng Tuy nhien, ngydi tiep nhan thdng tin (hay ngydi dyac hudng Ipi) d vi tri thu dpng ehju anh hudng bdi md hinh truyen thdng tuyIn tinh va ngudi ta tap trung phat then phuang lien truyin thdng dai chiing nhy radio, saeh, bao, v.v Dien hinh eho truyin thdng thdi ky la Schramm (1954), lerner (1958), Rogers (1976), va tat ea d i u nhan manh vai trd ciia md hinh truyin thdng dai chiing vdi niem tin ehiing ed kha nang thay d l i ehinh trj va xa hpi, phuc vu ehe mue tieu phat triln Nhin ehung, eae md hinh treng thdi ky dua tren viec truyin tai thdng tin d i n ngydi nhan la chinh (sender-oriented communication TAP CHl KHOA HQC XA HQI so 12 (196) 2014 model) (Genilo, 2006) Cudi thap nien 1970 d i n thap nien 1980 la thdi ky danh dau sy ddi eua quan nipm phat triln ben vCVng Trudng phai truyin thdng ph^t trien hinh thanh, ma thep Silvip Waisbord (2011), xult phat tir eae chuang trinh vi0n trp' sau chiln tranh tai cac nude d Chau A, Chau My La Tinh, Chau Phi, nai sinh song ciia phan ldn cae edng dong dan cu ngheo va d i bj ton thuang, dac bipt quan tam d i n ITnh vyc ndng nghipp (phat trien eae eac edng dong sinh song tai dd d eae khia canh kinh t l , giao due, y te, mdi trudng, v.v.) Phyc vu eho mgc tidu phat triln ben vtrng, quan diem truyin thdng phat tnln (development communicatien) dupe djnh nghTa la "sy tieh hpp eae thdng tin ehien lype treng dy an phat triln" (Worid Bank, 2004) vdi mi,ie tieu khdng nhung la biln thdng tin, cai thi$n va nang cao giao due va nhan thire, ma cdn lam thay doi hanh vi (Mezammel, va Schechter, 2005) Cae nha thye hanh theo trydng phai da chuyen hydng tap trung vao chiln luac taiyen thdng ed sy tham gia cua edng dong va mang tinh phan quyen (decentraleed and participation communication strategy) (Genilo, 2006) Tuy nhien, khd khan ehinh la lam the nao cae cpng ding dja phyang tham gia vao truyin thdng d cap casd Cull thap nien 1980 la giai dean ma xu hudng tilp epn dya vao epng dong biit dau dydc phat triln (community-based approach) va duac irng dyng d nhiing ITnh vyc khae nhau, ed ITnh vyc truyin thdng Vao nhii'ng nam 1990s, eac nha nghien ciru khoa hpc da eo gang tim k i l m mpt md hinh truyen thdng phat triln dya tren ddi thoai so vdi ddc thepi, tilp can theo chieu ngang (horizontal approach) so vdi chia se thdng tin theo chilu dpc (vertical approach), cd sy tham gia binh dang, quyln sd hu'u dja phyang, trao quyen va thay d l i xa hdi sp vdi each tilp can thdng tin ca nhan thg dpng Dpng iye ehe sy tim kilm xuat phat tir sy khdng thda man cang tang ciia md hinh tuyIn tinh truyin thong, da tao sy ehuyen hudng rd ret Sy thay doi di tir quan niem xem khan gia la eae ca nhan den nhin nhan khan gia la eac nhdm xa hpi, tif quan niem tap trung vao sy tae dpng ciia phyang tien truyen thdng len doi tuang tilp nhan da ehuyen hydng quan tam han den mli quan he giira eac nhdm tilp nhan thdng tin, gia tang sy hilu bilt l l n (Kincaid, 1979, 1988), va d i n sy hpi tu mang ludi truyin thdng Thdi gian nay, mdt so ehuang trinh ve cpng ding da dat dupe cdng nhat djnh nhu eua Farquhar (1978), Farquhar, Maceoby va Solomon (1984), Gaskell va Joerges (1987), Keating, Love, Oliver, Peach va Flynn (1985), Nutbeam va Catford (1987), Olsen va Cluett (1982), Puska, Salonen, Tuomilehto, Nissinen va Kettke (1983); it nhat tinh hieu qua cd t h i thay duge tif qua trinh truyin thdng lien ca nhan (Mieneke W.H Weenig, 1991) 3.2 Npi dung eiia truyen thdng dya vao epng dong Hien v i n chya cd mdt djnh nghTa ehinh thire v l "truyin thdng dua vao epng ding", nhien, od t h i khai quat hda dya tren quan niem truyin thdng va quan niem hydng tilp can "dya vao VO DAO CHI - NGUYEN NGOC DISM - MO HiNH TRUYgN THONG Dl/A VAO cpng dpng" Met cac khai niem duac dua sdm nhat la ciia Marie Drolet Ba che rang "hudng tilp can dua vao cpng ddng" la "thi hien mli quan tam d l i vdi cpng dong chiing ta cung cap mot hoae nhilu djch vu hoac ean thidp vac hoat dpng ciia cdng ddng nham muc dieh d l san xuat va thay ddi xa hoi (Crciet, 1986) Theo ba, su quan tam dd t h i hien d ba clp dp: gia dinh/lang giing, cac nhdm td chirc xa hpi, chinh phii, tuang irng vdi ba cap dp cua mpt ca nhan tuang tae xa hpi B l sung vao luan diem tren, mdt so dinh nghTa da t h i hien ro quan diem sy tham gia ciia edng dong la lieu thule ca ban d l tao nen sy cdng ciia mdt chuang trinh/du an truyin thdng: "Mdt each de iam vipe quan he doi tae vdi nhirng ngudi quan tam suit vong ddi chuang trinh thue hien Quan niem nhan kha nang phuc hli, nang lye, ky nang va nguon iuc ciia nhdm ngudi quan tam, xay dyng tren dd d l eung e l p giai phap bao ve va h i tra eac muc tieu rieng ciia chinh cpng ding" (The United Natipns High Commissioner for Refugees, 2008) Nguyen tac dong nhat vdi quan niem ciia trydng phai truyin thdng phat triln la xda bd cae rao can de hydng tdi xa hoi cong bang "cd sy tham gia" han (Waisbord, 2001), va thay d l i xa hpi bang vipe irng dgng cdng nghe va quy trinh truyen thdng (Wilkins, 2000) Thee Morris, truyen thdng bi chi phii bdi md hinh y tydng ehinh: phan tan''^' va ed sy tham gia'"' (Tdm tat tir Morris, 2005) Mac dii cd ve nhu md hinh phan tan trai ngupc vdi md hinh tham gia, nhien xem xet d gdc dp tilp can "dua vac epng dong", hai md hinh v i n co the bd sung ehe qua trinh tham gia eiia epng dong tao nen eae phan hoi eg t h i eiia dja phuang phue vg cho nguIn thdng tin dau vao ciia md hinh phan tan Khdng nhung dya vao cdng dong, Arvind Singhal (2001) edn eho rang, truyin thdng cd sy tham gia nen "thiic diy cong dong" (community-driven) va dua thuoc tinh''' (Singhal, 2001) Md hinh truyin thdng cd sy tham gia dua vao epng ding (Community-Based Participatory Communication - CBPC) khdng tap trung qua nhieu vac viee phan tan va phi biln thdng tin, ma tap trung vdo viec xay dyng Idng tin, m l i quan he trao ddi, trao quyln cho eae ea nhan va eong ddng, xay dung quylt djnh dua tren sy hap tac va tin tudng i l n Met dilm eIn nhan manh CBPC la vai trd va vi tri ciia eac vien hay cdn duac xem la cac "diln vien" tham gia, d i u binh dang Nhin Chung, CBPC iing hd viec phan d p va dan chii, vdi quan dilm diln giai (interpretative), tilp can thee dudng ngang, va tir dudi len (Chike Anyaegbunam, 2010) Nhln Chung, sy khae biet giCra truyen thdng "dya vao cdng dong" va truyen thdng dan thuIn d chd sy edng eiia viee trao ddi, truyin tai thdng tin, y tudng, cam xue bang cac bilu tuang/kj hidu dat duae thdng qua huy dong cac gia trj elt Idi ciia cdng dong Cac gia tn cpng ding duae d l cap d day bao gIm cac dae tryng van hda, kinh t l , xa hpi, cac moi quan he xa hpi va tri thirc ban dja, nhirng nguon thdng tin c i n thilt ehe chuang trinh phat triln cpng ddng tai dja TAP CHl KHOA HOC XA HQl so 12 (196) 2014 phuang Theo nghien cii'u eua C Rose va epng su (2005), eae nhdm xa hdi khae CO nhu cau va m l i quan tam khac Tham chi, eo nhirng nhom co nhu eau va mdi quan tam giing nhung CO t h i CO cac each giai quylt khac nhirng dilu kipn nhlt djnh Do do, cac md hinh truyin thong c i n dup'e thue hipn mpt each than trpng thai dp, dpng cc, va hanh vi eua cac ca nhan, cac nhom xa hdi khac (Rose va cpng su, 2005) NGHIEN Cl>U V£ MO H I N H TRUYEN T H O N G Dl/A VAO CONG D N G 4.1 Cac ITnh vue truyen thong dua vao edng dong Hien nay, mo hinh truyin thong theo hudng "dua vao epng dong" da dup-c gidi thieu, thir nghipm va irng dung d nhieu ITnh vuc khac nhu sire khoe, y t l epng dong, ndng nghiep, c cac nudc ngheo va dang phat trien Tai An Dp Christopher Blattman va cpng su (2002) da CO bai bao eao Danh gia st/ cin thiit va tiem nang cua mpng Iwdi cpng ddng a cac qude gia dang phat trien: nghien cwu trwdng hap tai An Dp, la mot phin eae sang kien ky thuat cdng nghe th6ng tin va truyin thong (Information and communications technology - ICT) nong thon, thupc Du an Sustainable Access in Rural India (SARI) Thong qua nghien ciru trudng hp'p tpi viing Tamil Nadu, nhom nghien ciru hudng tdi muc tieu chinh: (1) tim hieu nhu c l u th6ng tin dja phucng v l tieu ehuan sing, sir dung va tiep can thdng tin va phucng tien truyen thfing; (2) thiic d i y su tham gia ciia epng dong (Blattman, Jensen va epng su 2002) Ket qua cho thIy, ICT nen cung cap cac djch vu truyin thong va thong tin cc ban hen la nhOng ung dung mang tinh phirc tap Dich vu trung tam thong tin (Telecenter) co t h i eung elp gia ca re hen so vdi hien tpi va eae niit thong tin (kiosk) CO t h i nang eao chit lup'ng sing cua ngudi ngheo Ben canh do, c i n luu y d i n s u nguy hiem eua bit binh dang dang tdn tai eo tae dpng rlt Idn cdng tac truyin thong vi tri, dae dilm ca nhan va cc sc tang, va khoang each dja ly chi tac dpng tam thdi, hope mCre tac ddng khong dang k l Trong ITnh vue sire khoe epng dong, v i n d l smh san cung dup'e quan tam Elkan E Daniel va epng su (2008) da eo bai vilt v l Tac dpng eua viec can thiep truyin thong dwa vao cong ddng trwac sinh san viec sw dung eac bien phap tranh thai cho cae cap va chdng tre a bang Bihar, An Dp, thupc Du an Praehar nham thuc diy eac bipn phap tranh thai d l tri hoan khoang thdi gian sinh thong qua cac bipn phap can thiep truyen thong Can thiep truyen thong d day the hipn d ca e l p dp epng ding va ca nhan Trong do, cap cpng dong the hipn d djnh hudng va dao tao dpi ngu cham soe sue khoe sinh san, biln kiln thifc (thong qua buoi bilu diln tren dudng va ve tranh tren tudng) t l chirc cae nha cung c l p djch vu y t l nong thon chinh thirc va khong chinh thirc Cap dp ca nhan quan tam d i n nhung tae dpng len cae cap vc ehong tre va eac vien bi anh hudng (Daniel, Masilamani va cdng su, 2008) Tai eae nudc Chau A, truyen thcng dua vao cong dong da trd nen p h i biln Jude William Genilo, nha nghien ciru ngudi VO DAO CHI-NGUYEN NGQC DI£M - MO HJNH TRUY£N THONG Dl/AVAO Bangladesh ve truyen thong dai chung va bao chi, da co mot so nghien ciru dien hinh ve truyin thong dua vao cpng ding, tap trung vao ITnh vuc nong nghiep, Trong bai vilt Truyin thdng dwa vao eong ddng: hwdng tiep can mdi cOa truyen thdng phat trien vao nam 2007, thue hipn tai lang Baan Sap Som Boon (ten mdi) hope Baan Nongsai (ten eu), quan Muang, tmh Chainat ong dua hang lo^it thilu sot cua truyen thong truyen thong trude day va nhan mpnh "e^c lang xa nong nghiep nci phat triln he thong truyin thong phirc tpp phai co hp thong thuc hanh va kiln thire ban dja sau rpng" (Genilo, 2007) Kit qua nghien ciru cho thay dan lang eo he thing kiln thirc rpng ve phucng phap va quy trinh eanh tae liia (truyen thong, hipn dai hay theo phucng thirc canh tac hiru cc) va mpt hp thong truyen thong dua vao cpng ding (ehinh thirc, phi chinh thire hope qua trung gian) Truyen thong da dong mpt vai tro trung tam viee cai thipn san xuat nong nghiep thong qua vi|c tgo dilu kipn cho su hinh tinh ehlt tpp the eua cac to chire nong nghipp, lao dpng, kinh te suu t i m , bao ton di san van hoa vat thi va van hoa phi vat t h i cd gia trj tieu bilu cua tirng dja phuang cua nganh van hoa-the thao-du ljch cac tinh Tay Nam Bp (Du Nguyen, 2013) Cung nam 2012, Nguyin Van Huy va cpng su da dang tai cong trinh nghien cdu Si/ anh hwdng cua truyen thdng cd sw tham gia cua cpng ddng viec ngan ngira hanh vi lay nhiem HIV ddi vai thieu nien dan toc thieu sd Sau da thuc hipn truyen thong cd su tham gia eua cpng ding (participatory community communication PCC), nhom nghien CU'U da thue hipn cuOe dilu tra cat ngang d l i vdi 800 thilu nien dan toe thilu s i PCC ducc thue hien tren cc sd mo hinh khai niem toan dipn ciia Kincaid'^' (DL va cong su, 2006) Kit qua nghien cuu phu hp'p vdi ly thuylt truyin thong v l vai tro can thiep cua quan nipm giira giao tilp va hanh vi Ngoai ra, truyen thong dua vao epng ding mang lai nhu-ng lei ich thilt thirc ve m|it kinh te d l i vci nganh du Ijch 4.2 Nghien cii'u truyen thong dua vao epng dong boi canh bien doi hlu Rieng tai Viet Nam, nhu-ng nam gan day, truyin thong da va dang co xu hudng long ghep va tich hp'p hudng tilp e|n muc tieu, npi dung, va quy trinh thue hi$n d eac ITnh vue y t l , giao dye va phat then cpng dong Trong ITnh vue van hoa, vao nam 2012, Sd Van hoa-The thao va Du lich Ca Mau da phii hep vdi Bao tang Dan toe hpe trinh bay ehuyen de Truyen thong dwa v^o cpng ddng vdi gipng ndi chu the", khuon kho ehucng trinh, chuyen de nghien ciru, Trong ITnh vue moi trudng va thich ung bien doi hau, mo hinh truyen thong trdn the gidi cung da eo nhung dong gop nhat djnh Trong van de quan ly nguIn nudc tai cae cdng ding dan cu, Quy Nhi ding Lien Hiep Quoc - United Nations Children's Fund (UNICEF) da eo Hwang dan vi truyen thong ddi vai eac chwang trinh cap nwdc va v$ sinh moi tnrdng vao nam 1999 Day duge xem la mpt cac van ban d i u tien v l truyen thong 4.2.1 Tren the gidi TAP CHl KHOA HQC XA HQI so 12 (196) 2014 hudng tdi tilp can dua vao epng dong Trong do, hudng dan nhln manh d i n su tham gia eua cpng dong truyin thdng la "mpt qua trinh phat triln dua tren doi thopi, tham van va trao quyen eho ngudi epng dong de xac djnh nhirng van d l rieng eua hp, quylt djnh each t i t nhlt de khae phuc, va lap k l hoaeh hoae tim kilm giai phap va h i tre thieh hep." (United Nations Children's Fund, 1999) Diem n i l bat la Hudng dan da trinh bay elp dp tham gia eua epng dong tir thap d i n cao, bao gom: (1) b l nhipm nhung khong thong bao'^'; (2) tham van y kiln va thdng bao'^°'; (3) khdi xudng ben ngoai va quylt djnh mang tinh ehia se vdi epng dong'^^*; (4) cpng dong khdi xudng va chi dao'^^'; va (5) cpng dong khdi xudng, quylt djnh mang tinh chia se vdi nhu'ng ngudi ung hp ben ngoai'^^\ Khong nhu'ng vay, T l ehifc Lucng thuc va Ndng nghiep cua Lien Hep Quoc (FAO) eung da nh|in thay vai tro cua ICT qua bai vilt Tang cwdng thieh irng thong qua truyen thdng phat trien vao nam 2009 FAO da t h i hien rd quan diem lay truyin thong phat trien la hudng tilp can thieh irng dua vao cpng dong (Community-based adaptation CBA) doi vdi v i n de bien d l i h^u Nguyen tac trao quyen cho eon ngudi la trung tam cua CBA mpi hoat dpng, CP edng tae truyen thong bang each su dung eae phucng phap hpe tpp CP s u tham gia, k i t hep tri thu-e ban dja vdi kiln thirc khoa hpc, cung nhu vdi cac djeh vu ndng thdn, gop phan xay dung npi dung truyin thong phii hep vdi cpng dong UNICEF (2006) cQng cong bo bp edng cy "Truyen thcng thay d l i hanh vi trudng hep khIn cap" d l i vdi thien tai d cac nude Nam A Td chirc yeu c l u cac chiln luee truyin thdng thay doi hanh vi dua tren bing ehii'ng (evidence-based behaviour change communication) trd mot phin eua ke hoaeh chuan b| cap ciru va dao tao UNICEF da su dyng hang loat eae phucng phap dua vac epng ding cong tae truyin thong, nhu thuc hien cac phim CO su tham gia (participation drama), kenh truyin thong lien ea nhan va dai phat eua eong ding, k l hoaeh sinh de dua vao cpng dong 4.2.2 a Viet Nam Bao t i n tai nguyen thien nhien trudc su thay d l i ciia hau cung nhu hoat dpng cua eon ngudi la mdt nhii'ng npi dung eua irng biln doi hpu Viec phat huy nang !uc eua cpng dong cong tac bao vp la c i n thilt, do, truyin thong den tirng ea nhan, t l chirc epng dong la rat quan Trong khuon kho du an bao t i n riia biln, bao t i n ran san ho cua Vudn quIe gia Niii Chua duec su tai tre eua Quy Quoc te Bao ve thien nhien - World Wide Fund For Nature (WWF), mot chuang trinh truyin thdng dua vao epng ding da duec thuc hipn nham xay dung mgng ludi tuyen truyen vien nong cit gIm 40 ngudi dan dia phucng tham gia D l i tueng tham gia duec trang bi kiln thire ee ban v l truyin thdng bao t i n eac nguon tai nguyen, tir do, hp la doi tueng truyen tai su hieu bilt th6ng qua nhieu hinh thu-c (eudc hpp, bilu diln kjch) Chucng trinh da dat ducc mpt so kit qua kha quan: Ipp mpt tram bao ve rua va dpi tinh nguypn vien bao ve rua VO DAO CHI - NGUYEN NGQC Diew - MO HiNH TRUYSN THONG DIJ'A VAO gom ngydi dan eiia xa Thanh Hai va VTnh Hai (huyen Ninh Hai); mdt dpi nien bao vp san hd gIm 12 ngu dan dja phuang (PVX, 2009) Ben canh dd, Hdi Bao ve thien nhien va mdi trudng Vipt Nam da tong hap va bien soan Tai lieu Mo hinh giap due truyin thdng mpi trwdng cip co so bao gIm euln sach nhd danh cho nhdm d l i tuang khac nhau: Md hinh giao due truyin thong moi trwang eua phu nu' thon Xuan Tw, xa Van Hwng, huyen Van Ninh, tinh Khanh Hoa; Mo hinh giao due truyin thong moi trwang thon Xuan Neo, xa Hwng Bao, huypn Tir Ky, Hal Dwang; Mo hinh giao due truyen thong moi tnrong a thj va Mo hinh giio due truyin thdng mdi trwdng cua sinh vien tinh nguypn (San Duang, 2011) Trong cac tai lieu nay, nhdm nghien ciru nhln mpnh vai trd ciia eac epng ddng dja phyang la eye ky quan trpng d l nang cao nhan thirc, thay doi thai dp va hanh vi theo hudng than thipn vdi mdi trudng Ben eanh dd, khudn kho ciia bd saeh, nhdm nghien ciru da bien scan phin Hudng d i n vipe t l chire xay dyng cac cam kit eiia cdng ding v l bao vp mdi trudng Day dwac xem la tai lipu tham khao cd gia tri cdng tac truyin thdng vdi mue tieu dpt dupe sy cam kit, ding thuan va culi eiing ia sy tham gia eiia epng ding d cac bude tilp theo Trong Ilnh vyc nude sach Mo hinh truyin thong nwac saeh va ve sinh mai trwdng hieu qua - PAOT ChildFund tai Vipt Nam thue hien thi dilm tai huyen Cao Phong, Ky San (tfnh Hda Binh) va Na Ri, Bach Thdng (tinh Bae Kan), nhim giao dijc hanh ddng (hay hpc qua thye te), d l thay dci hanh vi, hydng tdi cai thipn dilu kipn vat chit ciia hd gia dinh va epng dong Heat dpng tap trung vac phan thye hanh giiip ngudi dan ty chi tpo cac dung eu hij'u ich gia dinh bing each tan dgng nhii'ng vat lieu san ed, d l lam vdi chi phi thap Sy ehia se thdng tin va kinh nghiem ciia ngydi dan la y l u to quyet djnh sy edng ciia dy an Hang thang, tinh nguyen vien to chirc cae buoi hpp nhdm vdi - 10 ho gia dinh nham trao d l i , ehia se kinh nghipm v l tinh hinh cai thien thuc hanh vp sinh: va d i n tham tryc tilp tirng ho gia dinh d l chia se nhii'ng sang kiln, each lam hay cung nhu nhirng kho khan ma ngudi dan dang gap phai cac mo hinh tit, sang kiln hay cung se duac gidl thieu vdi cac hd gia dinh khac de ciing hpc tap (ChildFund Viet Nam, 2013) Ngoai cae k i t qua nghien ciru tren, cdn cd nhilu du an truyin thdng khac da duae thye hipn d Viet Nam, nhy Lam the nao di long ghep noi dung biin doi hau vao tap huan vi quan ly tham hpa tai cpng ddng eua Hdi Chir thap Vipt Nam (2007), Sao cao kit qua hp^t d0ng truyin thing moi trwang giai do^n 2004-2010 dp Sd Tai nguyen va Moi trudng TPHCM thye hipn (2010), va gan day nhat la Nghien ciru cac hoat ding nang cao nhan thirc cpng ding vi biin doi h$u tai TPHCM Le Van Khoa thye hipn (2012), v.v KgT LUAN Md hinh truyen thdng dya vdo edng ddng hipn v i n chya thing nhlt treng each gpi ten va dyac t h i hien d nhii'ng ten gpi khae nhy md hinh truyin thdng co TAP CHl KHOA HOC XA HQI so 12 (196) 2014 SU tham gia eiia epng ding, md hinh truyen thdng thiic day cpng ddng hay md hinh truyen thdng dya vao eac nhdm edng chiing Tuy nhien, mdt diem chung nhlt la cae md hinh hudng tdi la vira lay edng ddng lam d l i tyang truyin thdng, vira ed su tham gia eiia cpng dcng hoat ddng truyin thdng Ndi each khae, cpng dong vira ddng vai trd ehii t h i tham gia xay dyng chyang trinh, thai gian bleu phu hp'p, hinh thire thdng tin, vira la khaeh t h i thu nhan truyin thdng, cung la d l i tupng thye hipn cac phan hoi nham tao sy tuang tap trcng truyin thdng Nhin chung, eac nghien ciru truyen thdng theo hudng tilp can dya vao cdng ding da duac xem la xu hudng ehung treng Ilnh vyc truyin thdng Tuy nhien, eae nghien eiru ndy chii y l u ducc khdi xudng, thye hien va ho tra bdi eae td chirc quIc t l Hipn nay, v i n ehua cd nhii'ng nghien ciru sau mang tinh nln tang ve truyen thdng dya vao epng dong va nhii'ng rao can thuc hien eu t h i tai Viet Nam Hau h i t cac nghien ciru d i u dua trdn cae ly thuylt va bai hpc kinh nghiem tren the gidi, nen mdt so chuang trinh va md hinh truyin thdng hien v i n mang tinh chep ma ehua cd sy dieu ehfnh eg t h i eho tirng trydng hap Han nira, k i t qua khao sat ehe thay, eac hoat ddng truyin thdng thieh irng biln d l i hau duac long ghep cac chyang trinh khac, hoae mang tinh ty phat, hoae dirng lai d viec nghien eiru ehuang trinh, ehua thye sy di vao eae md hinh eg the Thye te, hopt dpng CHO THiCH truyin thdng v i n chua xem trpng vai trd tham gia ciia epng ding vao heat ddng truyen thdng Truyin thdng dua vao edng ddng hipn dang gap mpt sd rao can O c l p dp cpng ding, dp dieu kipn kinh t l , thdi gian lap dpng, va sd hu'u cac phuang tien truyen thdng khac nhau, nen viee tilp can thdng tin nhieu nai chua diy du; cae t l chirc xa hpi tham gia cdng tae truyen thdng chua nhilu va chua duae dao tae eac ky nang cu the cho truyin thdng dya vao cdng ding Rieng doi vdi biln ddi hau, cac chuang trinh truyin thdng v i n cdn mang tinh ling ghep vdi eac chuang trinh khae Cae ehuang trinh nghien eiru, dy an dypc thue hipn bdi eac nha khoa hpc, cac chuyen gia va t l chire tai Viet Nam duac gidi thieu tren mdi ehf dirng lai d pham vi xem cpng ddng la d l i tuang truyin thdng, hoac nghien ciru truyin thdng nham phue vg cdng dcng Cac nghien ciru cung chua chia cdng dong cac ddi tyang eu t h i - cac nhdm epng dong khac (community groups) hay cdn gpi la cac nhdm edng ehiing (public groups) - d l tir dd cd t h i ed nhii'ng md hinh eg t h i , hieu qua eho tirng nhdm ddi typng Ngpai ra, van d l giao quyen eho ngydi dan eac giai dean thye hipn cung la mpt thaeh thirc d l i vdi dpi ngu truyin thdng Tang cudng tilng ndi eua ngydi dan la dilm mau chet quyet dinh sy cdng ciia truyen thdng dya vao cdng dong va phyang tien truyen thdng nen thye hien nghla vu ciia minh vai trd • 80 VO DAO CHI - NGUYEN NGQC D I £ M - MO H I N H TRUYEN T H Q N G D I J A V A O '^'Truyen thong lien ca niian (Jiro'c the hien thiong qua Idi ndi ho#c chir viet (ng6n ngCr), ho#c CLK chi, dieu bo, hay hanh vi de bleu to thai hoac cam xue Co hai each thirc truyen thong, truyen thong bang lo'i noi (verbal), va truyen thong khong idi noi (non-verbal) '^' LU'U y' qua trinh truyen thong chi 6\r