Social action and community media - an introduction

1. Social action &
community media

2. Introduction
Welcome to a new unit!
1. In this unit you will write a report about social action &
community media.
2. You will research & plan a social action programme.
3. You will film & edit your programme (or produce a social
action radio programme).
4. You will evaluate your final video / radio show.

3. Today
We are going to look at social action videos, and community
media.
You will be investigating the different aims, or purposes, of
this type of video, looking at why we make them.
You will then explore the different formats of social action
& community video.

4. In this unit we’ll talk about social
action & community media a lot,
but what do these words mean?
What is a community?
“A group of people living in the same place or
having a particular characteristic in common.”
For example: "Montreal's Italian community"

5. In this unit we’ll talk about social
action & community media a lot,
but what do these words mean?
What do we mean by action?
“The act of doing something.”
For example: "They took action against their
oppressors."

6. So what do we think social action
& community media might be?

7. So what do we think social action
& community media might be?
Social action seeks to change the views of
people in society. It wants change the way in
which an issue is seen, to promote a cause, to
challenge dominant ideologies or to instigate
charitable giving

8. So what do we think social action
& community media might be?
Community media is a radio or video service to a
community combined with the participation of
that community in its production, with some
emphasis on the benefits derived by participants
from being involved in the production

9. All videos have a purpose, or aim.
What’s the purpose of a music video?
https://www.youtube.com/watch?v=b4Bj7Zb-YD4

10. All videos have a purpose, or aim.
What’s the purpose of the 6 o’clock news?
https://www.youtube.com/watch?v=Qc-HPWhGYBQ

11. All videos have a purpose, or aim.
What’s the purpose of a TV advert?
https://www.youtube.com/watch?v=l3mby1zvbe8

12. Watch
https://youtu.be/4JYyHa03x-U

13. What was the aim of that video?
What was its purpose?

14. One Love
Founded in 2010 to honour the memory of Yeardley Love,
One Love is a student-led movement to activate, educate,
and empower others to change the statistics around
relationship violence.” http://www.joinonelove.org/
https://youtu.be/N5J491fPino who we are promotional video
https://www.youtube.com/watch?v=h_r72v3LA44 drama, short film about the love
labyrinth

15. Different social action videos
have different aims.
bring about local, national or global
change
change attitudes
raise awareness
create access to media production for
non-traditional groups
challenge dominant representations
● create or strengthen community ties
● provide information
● campaign
● change voting behaviour
● infiltrate mainstream media

16. What’s the aim of this video?
https://youtu.be/zcztCegjX1I
1. bring about local, national or global change
2. change attitudes
3. raise awareness
4. create access to media production for non-traditional groups
5. challenge dominant representations and agendas
6. create or strengthen community ties
7. provide information

17. A PIF or PSA is a public
information film.
It is a publicly funded video which aims to raise the public’s
awareness of an issue.
The video is often there to help improve peoples lives through
a public safety message.

18. What technique did this PIF use
to get its message across?

19. What technique did this PIF use
to get its message across?
Shock!

20. Lets watch another PIF...
https://www.youtube.com/watch?v=5T0D_8OwvOk

21. What technique did this PIF use
to get its message across?

22. What technique did this PIF use
to get its message across?
Humour!

23. Charity videos
Campaign videos which seek to raise awareness, change
attitudes and raise funding. They seek to change local,
national or international change. https://www.youtube.com/watch?v=8jdq9OcjajM

24. Political broadcast
Campaign videos which seek to change voting behaviour,
persuading the public to vote for them.
https://www.youtube.com/watch?v=cordxL3sn0c

25. Community TV & Radio
Seeks to create access to media production for non-
traditional groups, to challenge dominant representations and
agendas and to create or strengthen community ties.
https://www.youtube.com/watch?v=RHsSMIjkdFg

26. Task 1: Social action &
community media analysis
Working alone pick 4 videos from the examples provided on
Moodle and analyse:
The videos aims / purpose.
The different techniques the director has used to create a
video with impact.
How effective you think the video is, and why.
You should analyse at least 1 PIF, 1 charity video, 1
community video and 1 party political broadcast.

27. Plenary
What did we find out?

28. BREAK