Social Action

Introduction
Social action seeks the betterment of masses through social legislation, propaganda, and appropriate action programmes. Social action comes into play when there is a need to bring about some change in the social structure or to prevent the negative change from happening, which may influence the general population or a large number of people. Narmada Bachao Andolan is one of the finest examples of social action carried out for the betterment of the masses. Social action is a method of social work used for mobilizing masses in order to bring about structural changes in the social system or to prevent adverse changes. t is an organized effort to change or improve social and economic institutions. Social action covers movements of political reforms, industrial democracy, social legislation, racial and social !ustice, religious freedom and civic liberty and its techni"ues includes propaganda, research and lobbying.

Definition
#ee $%&'(), *social action seems to suggest efforts directed towards changes in law or social structure or towards the initiation of new movements for the modification of the current social practices+. ,oyle $%&'(), *social action is the attempt to change the social environment in ways, which will make life more satisfactory. t aims to affect not individuals but social institutions, laws, customs, communities. -ill $%&.%) describes social action as *organized group effort to solve mass social problems or to further socially desirable ob!ectives by attempting to influence basic social and economic conditions or practices+.

Goals and Objectives

3edistribution of power and resources $human, material and moral). 4ecision making 5ffect on thought and action structure. mprovement in health, education and welfare.

Skills in Social Action

Relational Skills - 6he social worker should have skills for building rapport
with individuals and groups and skills for maintaining these relations. -e should be able to develop and maintain professional relationship with the clients. 6he social worker should have the ability to identify the leadership "ualities among the clientele and should be skillful to harness these "ualities for social action. Along with this working harmoniously with the established local leaders is also needed. -e should be able to deal with intra7group and inter7group conflicts effectively. 6he ability to diagnose problematic behavior among the clients and providing counselling is needed to develop and maintain integration within the community. 6he social worker should identify tension producing situations and diffuse them before they become serious. 4eveloping and maintaining cordial relations with other agencies and N89s working in the same geographical area and those working for similar causes is also re"uired.

Analytical and Research Skills - 6he social worker should have the ability to
ob!ectively study the socio7cultural and economic characteristics of the community. -e should be able to find out the pressing problems and needs of the clientele. -e should be able to analyze the social problems, the factors contributing to the social problems and its ramifications on the social, economic, political, ideological, cultural, ecological aspects of life. -e should be able to conduct research and understand the likely impact of research studies in a functional sense. Added to this, the social worker should be able to facilitate the community people to speak out their own felt needs and prioritize them. 6he social worker should never try to impose his own understanding of the social situation and problems on the community.

Intervention Skills - After need identification, the social worker should have
the ability to help the clientele chalk out practical intervention strategies to deal with the problem. 6he social worker should provide various options to the clientele and help them in analyzing pros and cons of each option for taking up proper steps. Social action may re"uire :confrontation: with authorities. 6he social worker must inform the community about the conse"uences of taking up hard steps like sit7ins, boycotts, strikes, etc. 6he social worker should be able to maintain the desired level of feeling of discontent and emotional surcharge to bring about the necessary change, enthusiasm and courage among the community people for a fairly long time so as to minimize the possibility of failure of mass mobilization before the set ob!ectives are achieved. 6he social worker should be able to maintain patience and composed behavior as he has to deal with emotional balance of the clientele in a rational way. Added to this, the social worker should have the ability to create the environment wherein individuals and groups can actively participate. 6he interventions should be developed keeping in mind the pressing need, resources $human and material) and socio7cultural milieu of the community. -e should be able to improvise situations for targeted interventions.

Managerial Skills - 6he social worker also needs the knowledge and ability to
handle organization, which may be the outcome of the institutionalization of people:s participation. -e should be able to coordinate and collaborate with various groups and local leaders so as to unite the clientele for the re"uired intervention. -e should be skillful enough to make policies and programmes, programme planning, coordinating, recording, budgeting and elementary accounting and

maintenance of various records. -e should be able to mobilize internal or external resources in terms of money, men, materials, e"uipment, etc. 6he social worker also re"uires the skills of supervising human and material resources and its effective utilization for the welfare and development of the targeted community.

Co

unication Skills - 6hese skills are highly crucial for social action. 6he

social worker should have the ability to develop effective public relations with local organizations and leaders. -e should be able to effectively communicate verbally $including public speaking) and in writing as well. 6he social worker should be able to deliver or identify people who can deliver powerful speeches. -e should be able to devise indoor or outdoor media for effectively communicating with the target audiences. 6he social worker should be able to evaluate and use folk and mass media suited to diverse groups. 6hese skills are used for developing slogans and motivational songs, speeches and 5, materials for mass mobilization. 6he social worker should have skills to educate, facilitate, negotiate and persuade for necessary actions at needed places.

!raining Skills - 6he social worker should be able to train local leaders and
identified leaders for taking up the charge of mass mobilization and confrontation with the authorities. -e should be able to train selected people at the local level aimed at imparting knowledge about the social issue taken up for action and the modalities of carrying out the intervention including the :confrontation process:. 6hese people should be trained for creating public opinion for or against the social issue taken up and identify and involve people in social action. 6hey should also be trained to utilize social action strategies and tactics $confrontation, persuasion, negotiation, boycott, etc.) without the use of violence.

a) Relational skills i.e. to relate effectively with the people to build rapport and credibility building; b) Analytical skills i.e. ability to analyze the social situation and social problem ob!ectively and scientifically; c) Intervention skills are needed to help the clientele chalk out practical intervention strategies to deal with the social problem; d) Managerial skills are re"uired to coordinate and collaborate with various groups and local leaders so as to unite the clientele for the re"uired intervention; e) Co unication skills to educate, facilitate, negotiate and persuade for necessary actions at needed places; f) !raining skills i.e. the social worker should be able to train leaders for taking up the charge of mass mobilization and confrontation with the authorities.