Journal of Human Sciences Oum El Bouaghi University ISSN 1112-9255 Vol 07, Number 02, june 2020 OEB Univ. Publish. Co. THE COMMUNICATION OF PROXIMITY AND CHANGE STRATEGY ال ااري وإا ا Mostefa kamel LASTAB * ,University of Algiers 3. Algeria . [email protected] Date of receipt:(04/01/2020) , Date of revision: (11/02/2020), Date of acceptation :(21/03/2020) Abstract : : ﺘﻬدف ﻫذﻩ اﻝدراﺴﺔ إﻝﻰ إﺒراز دور اﻻﺘﺼﺎل The communication of proximity has اﻝﺠواري ﻜ ﺈﺴﺘراﺘﻴﺠﻴﺔ ﻝﻠﺘﻐﻴﻴر وﺤل ﻝ ﻠﻜﺜﻴر ﻤن become a strategy for change and solving many problems in all fields. It is also a اﻝﻤﺸﺎﻜل وﻓﻲ ﺠﻤﻴﻊ اﻝﻘطﺎﻋﺎت، وﻜﻴف أﺼﺒﺢ method of awareness to avoid falling into problems and crises. This is more ﻤﻨﻬﺠ ﺎ ﻝﻠﺘوﻋﻴﺔ واﻝﺘﺤﺴﻴس ﻗﺼد ﺘﺠﻨب اﻝوﻗوع evident in its adoption as a strategy not ﻓﻲ اﻝﻤﺸﺎﻜل واﻷزﻤﺎت، وﻴﺒرز ذﻝك أﻜﺜر ﻓﻲ only in the media, but also in all areas of security, culture, sports, political اﻝﺼراﻋﺎت اﻝﻌرﻗﻴﺔ واﻝطﺎﺌﻔﻴﺔ، أ ﻴن ﻴﻤﻜن ﺘﺒﻨﻴﻪ mobilization and electoral ﻝﻴس ﻓﻘط ﻜﺈﺴﺘراﺘﻴﺠﻴﺔ ﻓﻲ وﺴﺎﺌل اﻹﻋﻼم ﺒل .campaigns Even it was difficult to contain وﻓﻲ ﺠﻤﻴﻊ اﻝﻤﺠﺎﻻت اﻷﻤﻨﻴﺔ واﻝﺜﻘﺎﻓﻴﺔ Ghardaia crisis outside its environment واﻝرﻴﺎﻀﻴﺔ، وﺤﺘﻰ ﻓﻲ اﻝﺠﺎﻨب اﻝﺴﻴﺎﺴﻲ away from the local community with all its components such as the family, ﺨﺼوﺼﺎ أﺜﻨﺎء اﻝﺘﻌﺒﺌﺔ اﻝﺴﻴﺎﺴﻴﺔ واﻝﺤﻤﻼت school, mosque, etc, the communication of proximity starts from knowing the اﻻﻨﺘﺨﺎﺒﻴﺔ ، وذﻝك ﺒﻔﻀل ﺨﺼﺎﺌﺼ ﻪ اﻝﺘﻲ reasons and lisning to the local people in ﺠﻌﻠ ﺘﻪ ﻓﻌﺎﻻ ﻓﻲ اﻝﺘﻐﻴﻴر اﻻﺠﺘﻤﺎﻋﻲ . order to change the situation toward the best and solve the problems on July 2015 اﻝﻜﻠﻤﺎت اﻝﻤﻔﺘﺎﺤﻴﺔ: اﻻﺘﺼﺎ ل اﻝﺠواري. Keywords :Communication of اﻝﺘﻐﻴﻴر. اﻹﺴﺘراﺘﻴﺠﻴﺔ. اﻷزﻤﺔ .اﻝﻤﺠﺘﻤﻊ اﻝﻤﺤﻠﻲ. ;proximity; change; strategy; crisis community. * Corresponding Author: Mostefa kamel LASTAB, Email: [email protected] THE COMMUNICATION … Mostefa kamel LASTAB INTRODUCTION: Change is a natural process that we see everyday of our lives, in what matters to us and in our environment. But the changer, individually or in groups, always seeks to control this change and to direct it according to what he/she wants and what he/she considers appropriate from several value judgments.The use of several means and mechanisms that change over the time. Partisanship and the spread of culture, counter-culture, ideologies are ways to effect change. The will to change is often strong, the owner tends to get closer to the people in order to try to influence and seek the specificities shared between him/her, whether a group or an individual, in a horizontal communication relationship, reducing differences and eliminating them, thus giving way to proximity. Outreach has become a strategy for change more than ever, not only because national and international policies have failed in many situations and problems, because they are far from reality and more inclusive. It is not only the technology that has served this relationship of proximity, but also the fact that the individual has returned to his first contact with the other . This has been effective in getting the message across and achieving change. We will attempt to present the concept of proximity in general and to highlight the mechanisms of the outreach communication strategy by describing and analyzing the work of local communication factors in Ghardaia and its local customary and religious organizations conflicts. The Problem: For several political, social, economic and cultural reasons, strategies for change and development policies around the world range from global and inclusive to decentralization, local to proximity. In order not only to absorb the anger of the social base and to become familiar with its concerns and aspirations, but also to associate them with development and to solve them, without leaving its neighborhood space and its relational format that governs individuals sharing the same interests. The relationship between the governor and the governed, between political parties and organisations with their base, the rapprochement of the administration with the public and the dialogue of the leader with the citizen arouses a growing interest. The creation of media in which the recipientis the creator and sender of the message. Make it a strategy of change in the crises of governments and international organizations, based on an important principle of proximity: managing the crisis in its neighborhood and its special social and cultural system. From this point of view, we approach the study by posing the following problem: to what extent does the communication of proximity contribute to change? We divide it into the following questions: 1 - How do the characteristics of proximity contribute to change? 2. What are the mechanisms and means to achieve this change? Journal of Human Sciences- Oum El Bouaghi University Vol 07, Number 02- June 2020 826 THE COMMUNICATION … Mostefa kamel LASTAB 3 – What is the strategy of communication of proximity before, during and after the crisis? From the above, we find that this study is based on the hypothesis of a direct relationship, namely that the communication of proximity can make the change given its specificities. As long as we base it on its characteristics, we will have an effective dialogue or vice versa. Method of the study : This study is based on the survey method, describing and analyzing the characteristics of proximity in crisis communication as well as in community media policy, which is the most appropriate approach to study communication processes before, during and after the crisis, and because it is used in the study of the current conditions of phenomena in terms of characteristics, forms and relationships and the factors that influence it, thus determining the course of change. This approach is based on a detailed description of a specific phenomenon or subject in a qualitative or quantitative image. (Abidat, and others, 1999, p.46) We will try to analyze the events that took place in Ghardaia for two years 2013-2015, present the results of the communication of proximity in this crisis, and examine the strategy of this kind in front of crisis, and its impact on the decisions of the authorities, as well as the modification of the media policy of Radio Ghardaia during the events. The state has known changes in every aspect of life, be it political, social or economic. We chose two tools to collect data and informations, namely observation and interview. Observation is defined as the process of observing the behavior of phenomena, problems and events, their physical and environmental components, and following their evolution, trends and relationships, in a structured scientific way, planned and determined, in order to interpret and determine the relationships between the variables, predict the behavior of the phenomenon and guide it to meet the needs of man. (Awamlah, 1995, p. 130) We also used scientific observation to examine the behavior of those who witnessed violent events and the relationship between "Malikites" and "ibadits" between local authorities and citizens. The interview consists of a directed conversation between the researcher and another person to determine a fact or situation that the researcher seeks to know, to achieve the objectives of the study and one of the main objectives of the interview to obtain the data that the researcher wants, as well as to identify the characteristics and the feelings or actions of the respondents in certain situations. (Abidat, and others, 1999, p. 55) It has been used in conjunction with factors as representatives of local customary and religious organizations, civil society and local leaders in the context of the Ghardaia crisis. Definition of Concepts: 1- Communication of proximity : is the process of producing and receiving special messages between the sender and the receiver, that serve the common Journal of Human Sciences- Oum El Bouaghi University Vol 07, Number 02- June 2020 827 THE COMMUNICATION … Mostefa kamel LASTAB intellectual, cultural and geographical values in a direct and decentralized way, using all possible means, provided that they do not affect the common characteristics of individuals, their environment and their space, so as to meet their intimate expectations. 2. Strategy: The Harvard School has defined it as a set of important decisions for the main tests of systems related to the institution as a whole, aimed primarily at adapting the institution to change, as well as defining goals, objectives and basic movements in order to reach the basic decisions on the choice of the organizational structure and the consideration of the implementation of the strategy. (Addoun, 1998, p. 264) 3 - Change: A - Linguistically : the act or fact of changing. Substitution of one thing to another ; substitution of other conditions, circumstances or variety. (Oxford, 1994, p 235) B - The abstract concept of change: Change is a conscious and voluntary mechanism behind which an actor, internal or external, wants to change something in the society, a behavior, value, scheme or something else, he wants to bring, not always positive or correct. The changer maybe willing to do something wrong, or to perpetuate a behavior, belief or value that serves only his interests, regardless of the benefit he can bring to society in the short and long term. The actor of change can be an individual, an institution or a group. however, the individual alone can not make it, with rare exceptions, implement his change plan only through a group, an association, a forum, a media etc. As for the identity of the actor, whom he personified into reality, it’s no longer a big problem because it has become clear that it’s difficult, if no one can think of bringing about a change in society ,unless it is a qualitative individual different from the rest of the individuals by his capacities, his means and his projects. It is a role of a politician, party or movement, an economist, individual, institution or ideology, as it maybe of religious influence, who can effect the change.