Social Norms
Social norms action with informed and engaged societies
Social Norms
After nearly 28 years, The Communication Initiative (The CI) Global is entering a new chapter. Following a period of transition, the global website has been transferred to the University of the Witwatersrand (Wits) in South Africa, where it will be administered by the Social and Behaviour Change Communication Division. Wits' commitment to social change and justice makes it a trusted steward for The CI's legacy and future.
 
Co-founder Victoria Martin is pleased to see this work continue under Wits' leadership. Victoria knows that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction.
 
We honour the team and partners who sustained The CI for decades. Meanwhile, La Iniciativa de Comunicación (CILA) continues independently at cila.comminitcila.com and is linked with The CI Global site.
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Radio Margaritas - Mexico

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Started in 1979, this community radio group broadcasts from Margaritas City in Southern Mexico, where it reaches 9 different ethnic groups. This station is a model radio-for-development organisation that stresses cultural revivalism and indigenous participation in the radio project while maintaining traditionalism as a way of life. Radio is used to persuade villagers to change their attitudes, with efforts corresponding to the assumptions of the orthodox paradigm of development.
Communication Strategies

4000 Watt station broadcasts participatory programming to a large rural area. Contributes to increasing living conditions by providing infrastructure for expanding and enhancing communication networks. Typical developmental, rural, agricultural and health problems are addressed on the airwaves.
Development Issues

Health, agriculture, communication networks, traditional life, economic development.
Key Points

The public considers Radio Margaritas as belonging to the indigenous peoples' domain. The station encourages local participation and includes indigenous people on staff. The efforts of Radio Margaritas to improve living conditions of traditional peoples include bolstering self-esteem to programs specifically aimed at health and agricultural programmes.
Partners



Radio Margaritas, Indigenous people.

Sources

Social Uses and Radio Practices, "The Use of Participatory Radio by Ethnic Minorities in Mexico". Lucila Vargas, International Communication and Popular Culture. Westview Press. 1995.