Abstract
Media for social change refers to strategic media projects designed to advance causes for the public good. Those projects are rooted in development communication, health communication, environmental communication, social movement theories and other approaches to public communication campaigns. This emphasis is increasingly recognized as interdisciplinary, through the work of research scholars in communications, sociology and other fields, and of professionals in project implementation and evaluation. Although there has been widespread enthusiasm for the integration of participatory approaches within these comprehensive strategies, the diversity of conceptual and operational definitions of participation suggests that consideration of its complexity has not yet been exhausted. To this end, we propose considering participation as a structural consideration within the production of media strategies.