Unit 31 Social Action and

Community MediaINTRODUCTION TO THE UNIT AND THE REQUIREMENTS OF THE UNIT AND GAIN

AN UNDERSTANDING OF SOCIAL ACTION AND COMMUNITY MEDIA.

Learning Outcomes

1. Understand the purpose and impact of social action and community

media production work

2. Be able to research for social action and community media production

work

3. Be able to plan and produce a piece of social action or community

media production work

4. Be able to reflect upon own social action or community media

production work

Tasks to be completed

1. A presentation discussing Social Action and Community Media with

reference to three examples.

2. A research blog where you will include all the information you have

gathered for your production

3. The production of your campaign which will include the completed

video campaign a poster and all the production paperwork

4. An evaluation of your completed production which will be 1000-1500

words.

What is Social Action?

It uses media as a creative tool to increase public knowledge and

awareness (educational)

Sets out to analyse current social issues and problems and bring to public

attention.

Encourages people to take action in response to what they have seen or

heard.

Example

What is Community Media?

Unlike Social Action that we often associate with large scale national and

international companies community action campaigns are mostly centred

around smaller local communities. Combating issues that have affected

that particular community.

Example 1

Similarities and differences

What are the similarities and differences between Social Action and

Community Media?

Consider;

Finances (budget, scale etc)

Representation

Target audiences

Emotions evoked

Types of company/communities involved

What is it’s purpose?

To bring about local, national or global change

To change attitudes

To raise awareness

To create access to media production for non-traditional groups

To challenge dominant representations and agendas

To create or strengthen community ties

To provide information

To campaign (work in an organized and active way towards a goal)

To change voting behaviour

To infiltrate mainstream media

To build relationships with subjects

PSB: Public Service BroadcastingIn the UK the term "public service broadcasting" refers to

broadcasting which is intended for the public and will benefit rather

than for purely commercial concerns. The communications regulator

Ofcom requires that certain television and radio broadcasters fulfill

certain requirements as part of their license to broadcast. All of the

BBC's television and radio stations have a public service remit,

including those that broadcast digitally.

To Inform, Educate and Entertain.

A lot of social action media can be linked with PSB; as a way of both

informing and educating their audience on different issues.

Task:

Can you think of any examples of social action media? Try to think of three

examples and write them down.

Task: Analysis of SAM

We’ll look at the following clips and images.

Which of the list of purposes apply?

What is this media form trying to tell us/make us do?

What emotional techniques do you think they have used and why?

Avaaz.org

What techniques have these videos

used?

Campaign 1

Campaign 2

Campaign 3

Campaign 4

Campaign 5

Campaign 6

What have we learned?

Name two things you have learned today?

Do you understand the first task you need to complete?

Do you have any questions?