This is for anyone in year 12 - criminology unit 1 ac2.2 (EXAM BOARD - WJEC). This clearly evaluates the types of media that is used by campaigns for change with examples of different campaigns.
AC 2.2 – evaluate the effectiveness of media used in campaigns for change
Social networking:
Social networking is the use of websites and applications to connect with other users, find similar
hobbies and for personal use. An advantage of social networking is worldwide connectivity. This will
allow people from around the world to view different campaigns and this means it isn’t just for local
community. Another advantage of social networking is the real time information sharing. Being able
to share information on social media platforms with people will allow them to have updates about
the campaigns. A third advantage is the high speed cycle of news. Campaigns that want to bring
awareness or change laws need to get as much attention as possible. If a new update about a
campaign is happening like a law being looked into then that information will be passed along to a
huge number of people in a short period of time. A few disadvantages of social networking is
backlash. If there are a number of people disagreeing with your campaign they will feedback on it
and it could affect the way other people view your campaign later. Another disadvantage is hackers.
Nowadays it is very easy to hack accounts. If your campaign is known and your social media accounts
get hacked then the hacker could be posting a lot of bad things and people will think it’s the
campaign. A third disadvantage is corporate invasion of privacy. Major corporations can sell your
personal information to make money.
A real life campaign that has used this method effectively is Lillian’s law. They have set up a website
to get people to sign a petition to change the law. People from all around the world have signed it
and helped change the law.
Film and documentary:
Films and documentaries are motion pictures that will provide a factual report on a particular
subject. An advantage of films and documentaries are very informative. They contain statistics and
facts about different new information such as campaigns and laws they have changed. Another
advantage is they analyse many sources in a short period to paint a general picture at the end. A
third advantage is that they could have an inspirational value. They may help people to continue
helping or creating their own campaign. A disadvantage of film and documentaries is that it is very
expensive to make. It requires a very large budget. Also, mistakes can be made by the creators or
contradictory information may be found along the way. Lastly, not all complex information can be
explained within the time given. It may not be enough.
A real life campaign that used this type of media is the Snow drop campaign. They created a 40
second film showing a target being blown apart by a gun. It was screened across cinemas.
Use of celebrity:
When a celebrity promotes a campaign to get more publicity. An advantage is that the campaign can
become more memorable to a high number of people if it is repeated. Since celebrities are idolised
people are going to want to follow their footsteps and believe in what they promote so people are
more likely going to have a look at your campaign. It can also improve the brand image.
Disadvantage of using celebrities is that a celebrity’s reputation might go down and if they are seen
badly it could affect your campaign too. Celebrities are also hard to reach and can be quite expensive
depending on how famous they are. The celebrity could also overshadow the campaigns hey are
promoting. People could only focus on the celebrity.
A real life case is Clare’s law. The politician Theresa May focused to make a safe environment for
women facing domestic abuse.
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