JUSTYK Communications
By
Suman Saurav
Justyk Communications is an open-access, liberation-centered framework designed specifically for social movement and grassroots communicators.
Developed by policy and communications leader Suman Saurav, the framework challenges traditional corporate communications models—which prioritize market metrics, persuasion, and control, by proposing a model rooted in Indigenous, queer, feminist, and Dalit epistemologies. The framework addresses a fundamental gap where conventional "best practices" feel inadequate or extractively harmful for justice-driven movements. It argues that standard frameworks “were designed for a world that assumed stability and growth” and “measure success in metrics that have little to do with justice.” Instead, it reframes communication as relational infrastructure meant to build long-term collective power.
The Four Pillars
The 75-page framework operates on four foundational pillars drawn from Global South survival strategies, decolonial practices, and Black feminist abolitionism:
Justice: Centers absolute liberation rather than mere institutional inclusion, explicitly naming systemic oppression.
Sentipensar (Feeling-thinking): Rejects the colonial split between mind and body, incorporating emotional depth and lived trauma into communication.
Aylu (Kinship): Replaces the concept of a transactional "target audience" or "market" with community-based kin.
Pachakutik (World-reversal): Focuses long-term strategies on deep systemic transformation rather than quick-fix crisis management.
