What is social action
There are multiple ways in which social action media can be used, these are a few of them:
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- Encourages people to take action in response to what they have seen or heard.
- Helps to build relationships within the general public as it strengthens community ties.
The purpose of social action media production
Social action media production is an informative or promotional piece of work which aims at trying to promote and create positive changes either locally, nationally or worldwide. This is because the purpose of Social Action is all about trying to create an everlasting impact which might change someones life. Without Social Action, some things would have either never been seen or heard before as the video raised consumers awareness of the product or situation. Social Action also assists in increasing awareness on issues which might be affecting the community or an entire country and strengthen community ties by changing pre-set attitudes. Generally, we are more likely so see topics such as racism, drug addiction, alcoholism and politics into a campaign.These national leveled productions would be more detailed, more thoroughly planned out and contain a higher budget than ones which are done at the local level. Even if they are making a national social action, they still have to think about the marketing and distribution process as the whole country has to end up watching it. Usually, the video begins with an introduction to what the problem is to try and grab the audiences interests to hopefully get them on the same page with the campaign. Social media would be the main way of identifying your target audience since a vast amount of society uses it on a daily basis.
THE impact OF the same social action media production
The purpose of this was the raise awareness for people smoking around their children as children imitate what has been taught to them by their parents. The other parents are shown trying to protect their children by hiding their smoking habits. The production got a lot of two-shots which showcased relationships created between both of them. They used this as they wanted to create an message which showcase that all kids do is pick up on the things they do and copy it. It makes smokers aware that they do not want their kids to end up like them which is why the ad ends with a child standing in front of the mirror pretending to smoke with a crayon as a cigarette. In short, these advertisements include the following:
- Raise awareness
- Raise money
- Form an opinion or vote
- Save lives
- Bring communities closer together
Traditional media Vs digital media methods
Compared to digital media, traditional media tends to be the older version. They tend to be print based and overall just cost more due to the mass prints required. An example of this could be a poster printed on the side of a bus which may get viewed by multiple people. Other examples include:
- Billboards
- Posters
- Flyers
- Leaflets
- TV ads
- Radio ads
- News paper ads
- Magazine ads
On the other hand, digital media is a marketing campaign which is based on digital technologies. This happens to be the most latest form of marketing. Examples of this would be
- Phones
- Tablets
- Laptop/computers
- Youtube
- Spotify
Awareness campaigns and target audience
Raising awareness campaigns
This type of marketing campaign aims at raising public awareness. Their aim is to help build public awareness and recognition towards a problem.There are multiple methods which can be used but the most common three are:
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Who is the target audience?
They aim to target a large number of people, over a diverse group of demographics. In other words, this means that they are often general or have a relatively simple message. An example of this would be how they can be used to put pressure on policy makers by changing public opinion, and encouraging members of a community or the general public to take action. These campaigns always try to offer a simple solution or method of helping so that the targeted audience does not feel overwhelmed or used. By offering a simple solution to the problem, community members are more likely to take action, which helps the cause gain traction.
THE PURPOSE OF community media production
Community media can be better classified or defined as a type of media product which is created and circulated within a specific community, most likely to be geographic. If the production has been done at a local level, they tend to be more about tackling some type of relevant issue which can be found within the community. There has been multiple medias produced by such outlets created specially for the community in order to promote certain events that may be going on around specifically in that area. Community media production would usually be associated with non-profitable radio stations who have been set up in order to try and involve listeners in the community with their radio. This is because people can go onto the radio and have the opportunity to discuss local issues happening in the area. This would both benefit and assist the community as there is an increase in the rate of volunteering or work experience the community can obtain just from working there. Techniques that are used in this production would usually use emotive language and keep the productions short and simple by giving them a strong message right on the spot.
THE impact of the same community media production
An example of the impact of this type of media would be Ignition Radio. This radio station is a community radio operates in Stockton-On-Trees since 1975. They had different names in the past however, since 2013 they decided to launch a personality driven program with the aim to provide professional and informative shows. These were aimed as a benefit to the local community along with bringing music from all the way back in the 50s until the present day.
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Herald and Post (Teesside) is a free local community newspaper which likes to deliver to houses throughout Tees Valley which is very good for the community as they get the opportunity to keep up with any local news, ,sports, events or just general news.