Topic: Arts, Activism, Social Change and communication

discuss and analyse a case of activism of your choice. The analysis should go beyond the description of a campaign or the actions of a single organisation to incorporate the following features

Communication is the main focus and how it effects social change and how we understand change in society (uk) focusing on activism and how people organise themselves to promote a particular kind of change in society.

this module is about communication, forms of collective actions and social change:

▪   It is a CASE STUDY ANALYSIS PAPER 

▪   3500 words

Communication is the main focus and how it effects social change and how we understand change in society (uk) focusing on activism and how people organise themselves to promote a particular kind of change in society.

Marketing media communication and how they contribute to activism and contribute to social change, my degree is Public relations, marketing and communication and I want to use some theory in this to highlight that and analyse the communication used in social activism social change and how PR and Marketing play a role in activism.

Possible case study: relevant to the uk and current in the media with a strong historical background or is a key social issue.

Assessment brief: discuss and analyse a case of activism of your choice. The analysis should go beyond the description of a campaign or the actions of a single organisation to incorporate the following features:

▪   the historical and socio-cultural and political background to the case,
▪   the socio-cultural, political or economic context and the ideological and philosophical principles, ideas and underpinning theories: for example rights, activism, social justice. What was the idea for the movement, aim for the movement and what social change was the movement trying to achieve. ( your discussion here should take account of the historical process and the life cycle of the issues and activism of social movements.) 

▪   they key players (individuals, organisations, stakeholders)
▪   Explanation as to how and why activism arose at a particular point in time.
▪   Analysis of actions and Communication techniques. 
▪   discuss the significant features of the case you have chosen using concepts and theories from literature to interpret your case. 
▪   Present any available empirical data such as websites, blogsphere, converted and digital media, being sure to analyse and critique, using concepts and theories covered in lecture. 


▪   Steps 
▪   find your case
▪   define the boundary of your case
▪   find and evaluate (accuracy, bias, agenda, credibility) 
▪   multiple sources, Websites, Twitter, News/Media content, Reports/ publishesd sources, interviews/ comments. 

▪   Analytical steps
▪   first analytical steps: description (chronological of events) 
▪   second: turn the chronology of events into a narrative ( looking for causality/ influences: possibly reflecting on different perspectives and different stories) 
▪   put together the explanation of the content to this case ( politics, economy, culture) 


▪   theoretical steps 
▪   theoretically driven analysis (smelter: Structural strain theory)(framing the nature of change)
▪   Lets identify theoretical explationations relevant to "how and why activism arose at a particular point in time''?
▪   A. Social/ state conditions for collective action?
▪   B. Strain experienced by a group of people? 
▪   C set of beliefs that interpret and frame the strain to enable collective action
▪   D. Precipitating event
▪   can you apply this to the case you are interested in?


▪   repertoire of action: built on Tilly (1983) concept of repertories of contention 

▪   public protest
▪   framing 
▪   use of social media for mobilisation and articulation of aims
▪   mobilisation of support internationally 
▪   symbolism 

Can you apply this to your case?

Key concepts and theories

▪   collective action: how is the collective action you are analysing catalyse and supported by your specific organisation, or a number of organisation? 

▪   Resource Mobilisation theory: social movement develop when individuals with grievances are able to mobilise sufficient resources to take action;
▪   resources include: knowledge, money, media, labour, and support from power elite 
▪   social movement entrepreneurs and organisation are the catalyst which transform collective disconnect into social movement
▪   SMOs act a lot like business firms: try to accumulate resources, hire staff whose interest might diverge form constituents and "sell" their point of view to potential contributors. 
▪   Access to resources shapes of the activities of the movement. (McCarthy and Said 1977) 

OR

Is your case better explained by turning to this concept and its characteristics and features:

▪   personal rather then collective actions frames: (focus not necessarily on symbolic construction of 'we')
▪   is the sharing and participation in the movement supported by social media?
▪   how strong is the organisation beyond/behind the internet empowered network? Look at event coordination for off line action, creation of online meetinig places, creation of relationships. 

Final steps

  1. Introduction: choice of approach: personal angle? What I’m doing and why? Key findings.
  2. What is the most effective organisation of the material that I have from my analysis?
    3.What goes into my conclusion? Do I need any appendices?

Type of assignment: Academic paper writing
Type of assignment: Case study
Subject: Communication strategies
Pages/words: 7/3500
Number of sources: 5
Academic level: Bachelor
Paper format: Harvard
Line spacing: Single
Language style: US English

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