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Week 4 Mobilizing Communities for Positive Social Change Analysis

Question Description

Week 4: Mobilizing Communities for Positive Social Change
To be a jazz freedom fighter is to attempt to galvanize and energize world-weary people into forms of organization with accountable leadership that promote critical exchange and broad reflection. The interplay of individuality and unity is not one of uniformity and unanimity imposed from above but rather of conflict among diverse groupings that reach a dynamic consensus subject to questioning and criticism. As with a soloist in a jazz quartet, quintet or band, individuality is promoted in order to sustain and increase the creative tension with the group—a tension that yields higher levels of performance to achieve the aim of the collective project.

—Cornel West (1993)

You have examined potential solutions to the social issue you are addressing in this course. In looking at these solutions, you also focused on ethical concerns, conflicts, interests, rights, and values of all parties involved, as well as a vision of a future in which this issue might be resolved.In collecting and analyzing this information, you have established a foundation for initiating new or further personal and collective action on this issue. In other words, you can look at next steps and begin thinking in more concrete terms about how you might mobilize individuals or communities. Ask yourself: “With what I know now, what could I do to further interest in this social issue?” Part of the answer to this question depends on your ability to generate interest and thereby capture public attention.You are probably familiar with some of the ways groups attempt to gain support for a social issue: heartrending commercials depicting animal abuse or human starvation, concerts and celebrity pleas to raise money for victims of natural disasters, or community volunteers canvassing neighborhoods asking for signatures for petitions. Today, the Internet is a key tool in attracting attention and support for causes, and social media is filled with examples. Regardless of the method employed to gather support, such efforts will influence the life of a cause. Without a community of support, it is much more difficult to make significant progress in addressing an issue.As reiterated throughout this course, it is through collective effort that sustainable and successful social change is achieved.This week, you explore various methods of community mobilization and associated campaigns designed to bring social issues to the public attention. You also develop a publicity campaign proposal for your selected social issue.Learning ObjectivesStudents will:
Evaluate the effectiveness of publicity campaigns for social issues
Analyze practices for effective dissemination of information
Develop publicity campaign proposals
Learning Resources Required Readings
Loeb, P. R. (2010). Soul of a citizen: Living with conviction in challenging times (rev. ed.). New York, NY: St. Martin’s Griffin.

Chapter 8, “Village Politics” (pp. 195–227)
Chapter 9, “Widening the Circle” (pp. 228–256)

Document: Course Project Overview and Guidelines (Word document)

Required Media
Laureate Education (Producer). (2015d). Working toward positive social change [Video file]. Baltimore, MD: Author.

Note: The approximate length of this media piece is 3 minutes.

Accessible player

Laureate Education (Producer). (2011b). Processes of choosing the message and the media [Video file]. Baltimore, MD: Author.
Note: The approximate length of this media piece is 11 minutes.

Accessible player

HOMEWORK:1.Discussion: Effective Publicity CampaignsBillboards, public transport placards, television ads, media programs, websites, and social media are all resources used to deliver messages. Some messages are burned into our minds, and some are not. As an issue gains momentum, the prevalence of such messages increases. In this week’s Discussion, you evaluate publicity campaigns to inform decisions you might consider when developing a publicity campaign for your social issue. By Day 1To prepare for this Discussion:
Review Chapter 8 in the Loeb text for insights into community mobilization and related influences on decisions for publicity campaigns.
Select a current or relatively recent example of a publicity campaign associated with a social issue in which you are interested or involved.
Evaluate the publicity campaign. What mediums, messages, and techniques did the campaign employ, and how did these make it effective?
Read the Discussion Spark topic, question, or comment posted by your Instructor in the Discussion thread.
By Day 2Post a response to the Discussion Spark post. Your response should contain at least two significant paragraphs. Read the Discussion Rubric, as it will inform your writing. Important Note: The Discussion Spark and the weekly Discussion topic below will be graded together. You will see one score in your My Grades area.By Day 4Post your evaluation of the effectiveness of the publicity campaign you selected. Conclude your posting with insights you have gained about publicity campaigns and effective dissemination of information that could inform the publicity campaign proposal you are developing this week.Support your assertions by making at least two references, in proper APA format, to your course readings.
2.Project: Course Project: Publicity Campaign Proposal
More than four decades ago, the Ad Council partnered with Keep America Beautiful to create a powerful visual image that dramatized how litter and other forms of pollution were hurting the environment, and how every individual has the responsibility to help protect it. The ad, which featured Native American actor Iron Eyes Cody, “The Crying Indian,” first aired on Earth Day in 1971. Created by ad agency Marstellar, Inc., the campaign used the line, “People Start Pollution. People can stop it.” The ad became one of the most memorable and successful campaigns in advertising history and was named one of the top 100 advertising campaigns of the 20th Century by Ad Age Magazine.

—Ad Council website (2015)

Social change requires the committed actions of the many, not the few. This week, you create a cohesive publicity campaign proposal designed to maximize public exposure and support for your social change issue.To prepare for this Project:
Review the Topic Exploration and Analysis you developed in Week 2.
Review the Literature Review you developed in Week 3.
Consider insights gained about the effectiveness of publicity campaigns from this week’s Learning Resources and Discussion.
With the potential solutions and steps you identified in the Literature Review in mind, as well as other relevant information you gained through your research, consider how you might most effectively reach out to the public for support on this issue.
What message or messages would you craft? To whom would they be addressed?
How would you deliver your message(s) to most effectively reach the intended audience(s)? Consider the pros and cons of all forms of information dissemination. These include the Internet (websites, blogs, social media sites), print ads, TV and radio ads, PowerPoint presentations, community posters and pamphlets, billboards, speaker presentations, community gatherings, and phone campaigns.
By Day 7In a 2- to 3-page paper, describe your proposed overall approach and process for publicizing your social issue. Address the following, making sure to support your statements with references to this week’s required readings:
Briefly describe the social issue and what you would like to achieve through this publicity campaign.
To whom would you reach out? Why? (Note: Think creatively about the support you would most like to have and most need.)
How would you reach out? What methods would you use to inform and inspire? Why?
Are there any groups or individuals with whom you would most like to connect? Why?
What messages would you incorporate into your campaign? Why do you think this messaging would resonate with potential interested individuals or groups? (Note: Messaging can be different for different intended audiences.)
In launching this campaign, what would be the first step you would take and why?
In a conclusion to this essay, explain why you believe that this approach will be successful. Be sure to align your rationale to the social issue.
Be sure to include an introduction, body, conclusion, and reference page, using APA format to cite each of your sources in the body of your paper.

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