Social Innovation Through Communication: A Conceptual Framework for Connecting People, Ideas, and Impact
Abstract
Social innovation has emerged to the forefront as a means of addressing some of society's most intricate and persistent issues through cooperative, inclusive, and multi-stakeholder approaches. This paper proposes a conceptual framework that positions communication as the central mechanism for connecting people, ideas, and impact within social innovation ecosystems, particularly in diverse sociocultural settings. Grounded in practical experience from a university-led grassroots project, the Towards Uplifting Lives Programme (TULIP), in rural Sarawak, Malaysia, this study illustrates how communication enables stakeholder engagement, co-creation, empowerment, and sustainability. In particular, it demonstrates that effective communication strategies are essential for translating institutional intentions into grassroots-level change. Besides, this highlights the evolving role of universities in social innovation and introduces an adapted helix model that integrates community and environmental stakeholders alongside academia, industry, and government. The framework reflects the need for participatory engagement and the critical role of inclusive dialogue in shaping equitable outcomes. Recommendations on strategies focused on the inverse relationship between communications theory frameworks with social innovation paradigms are also discussed, offering insights for practitioners and academics alike. By reframing communication as a core enabler rather than a peripheral function, this paper contributes to a deeper understanding of how meaningful relationships, shared narratives, and mutual trust are essential for achieving lasting social impact.
Keywords: Social innovation, strategic communication, community engagement, quadruple helix model, grassroots development.
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