Endogenous Wisdom in Action - the Positive Deviance Approach: an Alternative Conceptualization of Communication and Social Change Praxis

This chapter describes and analyzes an alternative communication and social change praxis called the Positive Deviance (PD) approach. Anchored in the traditions of wisdom, PD is based on identifying, amplifying and assessing problem-solving endogenous wisdom that is hidden and elusive, context-centered and sustainable and grounded in ethical, non-hierarchical actions. In this chapter, the key tenets and principles of the PD approach are detailed, demonstrating how communication and social change practitioners can use PD’s step-by-step method to identify and amplify problem-solving wisdom. Three applications of the PD approach are investigated: (a) combating malnutrition in Vietnam, (b) reducing school dropouts in Argentina and (c) decreasing neo-natal and maternal mortality in Pakistan. The conclusion reached is that PD is an inside out and upside down approach to communication and social change that values ordinary, uncommon and actionable wisdom that could make an extraordinary difference.