Section 3: Collective Self-Efficacy: Communication for Social Change: An Integrated Model for Measuring the Process and Its Outcomes

Social Change Outcome Indicators

Collective Self-Efficacy


Collective efficacy refers to a group's shared belief in its conjoint capabilities to attain their goals and accomplish desired tasks (Bandura, 1986). It involves the belief or perception that an effective collective action is possible to address a social or public health problem. It differs from individual self-efficacy though, of course, is rooted in it. A group of self-doubters cannot be molded into a collectively efficacious group. On the other hand, even if individual members are capable and their self-efficacy beliefs are high, low confidence in the group's capacity for collective action may still inhibit not only collective action but community dialogue as well. Beliefs of collective efficacy may be a predictor of group performance. Furthermore, collective self-efficacy is not a monolithic group attribute. Individuals who occupy different roles or positions in the same organisation may differ in their perceptions of the group's collective efficacy (Bandura, 1995). It is expected that a community's collective efficacy will influence the group's dialogue, goal setting, collective effort and especially their persistence when barriers arise.

There are two different approaches to the measurement and evaluation of collective efficacy (Bandura, 1995):

1. Aggregate appraisals (by members) of their personal capabilities for the functions they perform in the group, and

2. Aggregate appraisals by members of their group's capabilities as a whole.

Perceptions of self-efficacy may vary with the tasks at hand and with other contextual factors. Questions about perceived self-efficacy should be precise and refer to specific circumstances. For example, perceived self-efficacy at negotiating safer sex may depend on the particular context, such as whether one is with one's regular partner, a new partner, somebody one just met, and so forth. Answers to the questions for each of these different contexts, when combined will provide a general measure of self-efficacy for safer sex. The collective efficacy of a community should also be assessed, as far as possible, with regard to a particular task. For example, the community may feel more confident organising to combat a diarrhea epidemic than an AIDS epidemic.

Dimensions of Collective Self-Efficacy

• Perceived efficacy to take action as a group.
• Perceived capability of other community members.
• Perceived efficacy to solve problems as a group.

Perceived efficacy to take action as a group:

Refers to the confidence of the community to work together as a group and take collective action on an issue confronting the community. This dimension may be affected by contextual factors in the form of past experiences, a history of factionalism or other conflicts in the community. The following items can be used to assess this dimension. Responses should be coded as, strongly agree, agree, unsure, disagree, strongly disagree (standard Likert-type format).

1. People in this community are always able to discuss problems that affect everyone.
2. If a problem arises that people cannot solve by themselves, the community as a whole will be able to solve it.
3. People in this community usually have trouble dealing with conflict.
4. Whenever our community undertakes a project together, we know that we will all work hard until it is accomplished.
5. Whenever our leaders ask us to work on projects together, almost everyone is willing to join in and to do their share of the work.
6. Whenever a community problem arises, I have very little confidence that we will be able to solve it.

Perceived capability of other community members:

Refers to members' perceptions of other community members' talents and abilities to do their work within the group or community. The following items can be used for this purpose (adapted from Riggs, et al., 1994, for this report the word, group, is replaced by the word, community).

1. The community members I work with have the ability to tackle ____ [this issue].

2. People in this community have poor skills and resources compared to other communities that I know of.

3. I have plenty of confidence that people in this community can perform the tasks that are assigned to them.

4. The members of this community have excellent skills to tackle _____ [this problem].

5. This community is not effective in tackling the problems that we face.

Perceived efficacy to solve problems as a group:

Refers to the perceived confidence of solving a specific problem or addressing a particular issue at the community level by working together. This dimension is problem-specific. A community may feel confident in working together, but not confident about resolving a particular problem. The following items may be used for this purpose. Responses should be coded as, strongly agree, agree, unsure, disagree, strongly disagree (standard Likert-type format).

Suggested Items[3]:

1. I believe our community is capable of using innovative approaches to deal with _______ [issue, e.g., HIV, diarrhea epidemic, contaminated water, etc.], even when faced with setbacks.

2. As members of this community, we are able to tackle the most difficult situations (or crises) because we are all committed to the same collective goals.

3. Our community can come up with creative ways to improve the health status of the community, even without outside support.

4. Our community has internal skills, knowledge and ability to implement the action/plan needed to address the issue at hand.

5. Our community can sustain the project activities once the external support is withdrawn.

6. Our community can harness/mobilise resources to change situations that affect the members.

7. I am confident that we as community members can develop and carry out different health initiatives in a cooperative manner even when difficulties arise.

8. Our community as a group can influence the development/health initiatives that affect them because we are a cohesive and competent community.

9. We can deal effectively with even the most critical events because we are able to draw upon the social networks that exist within our community.

Data Sources: Analysis of statements of community leaders in community meetings, media, key informant interviews, representative sample surveys.

Other Related Questions:

1. To what extent does this community/organisation have the skills, knowledge and abilities to implement a plan to address the issue of ______?

0-Not at all: members do not have the skills, knowledge and abilities and cannot implement the plan.

1-Somewhat: members may have some skills, knowledge and abilities, but cannot use them collectively to solve the problem.

2-Pretty well: members have the skills, knowledge and abilities, and steps are being taken to use them.

3-Very well: members have all the skills, knowledge and abilities, and the community can implement the plan.

2. Does your community feel more, the same or less confidence, as you did five years ago in tackling the problem _____ ?

0-Less confident.

1-Same confidence.

2-More confident.