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Transmedia for Social Change

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Nataliia Makulbekova

on 26 September 2013

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Transcript of Transmedia for Social Change

Transmedia for Social Change
Transmedia activism
A framework that creates social impact by using storytelling by a number of authors who share assets and create content for distribution across multiple forms of media to influence social action

Lina Srivastava

Millennials, who have been acclimating themselves with the tools of connectivity in times of play, now have at their disposal the means to harness a global community to solve such pressing issues as global warming, ethnic, racial or religious genocide, labor unrest, the inequities associated with class, and countless other modern-day assaults.

Henry Jenkins, 2013
Step 1
"transmedia activism” is one of the best ways to have people connect to a cause, by exposing them to a variety of media properties over various distribution channels—which opens up avenues for dialogue and provides an audience an educational experience about workable solutions—and then working with the most creative and engaged audience segment to facilitate the creation of their own content that further explains the cause and inspires action around it.
Lina Srivastava, 2009
Step 3

- addressing social change
- engagement of the audience = a high quality of the content
- multiple online creation and distribution
- collaboration between activists and content producers
- proactive approach

Transmedia entertainment for social change?

- alternative reality games, which seek to encourage grassroots participation as a marketing tool, have shifted from solving puzzles to mobilizing players to confront real world problems.
- nonprofit organizations are increasingly thinking like entrepreneurial start-ups and vice-versa
- fan networks use their capacity as thought leaders to reshape the attention economy by increasing public awareness of mutual concerns
“We do not need magic to change the world, we carry all the power we need inside ourselves already: we have the power to imagine better.” – JK Rowling
The Harry Potter Alliance
Born Into Brothels: Calcutta's Red Light Kids

" In fact, sometimes a mobile phone
and social media are all you need
to create world-changing
transmedia content"
Nedra Weinreich
«We use media, arts, pop culture, and technology — music videos, video games, social media and more — to reach mass audiences where they are, challenge norms, and make human rights values and issues real and relevant».

Our unique approach.
"Human rights are universal and fundamental".

Our focus.
"Breakthrough seeks to make violence against women and girls unacceptable everywhere and in all its forms... We also address these issues through the lenses of immigrant and immigrant women’s rights, racial justice, and sexuality and HIV/AIDS".

Influence on our lives

Transmedia for social change (or transmedia activism) has completely changed the way activists pursue a social cause and the way the public engages in it.

“By collectivizing ownership of narrative, transmedia breaks down the “us” and “them”.
It is no longer “you” supporting “our” work to help “them.” Rather it is all of us working together to meet and overcome a challenge.”

- David Jammy

Transmedia storytelling has made social activism sexy and cool
. This is no longer the boring and conventional grassroots activism with event organizing and fund-raising that we are used to. Transmedia is turning activism into a creative and collective work of art.

The audience is more naturally attracted to the “story” element of the campaign and more inclined to build on it and help it grow.

Transmedia is helping activism to go from building awareness to inspiring people to act.

For the audience, seeing your work and contribution become part of a bigger project is more rewarding and stimulating.

In turn, an engaged audience is more likely to follow through with the cause: make another donation and spend more time on it in the future.

Take action / Advocate / Volunteer
One of the key elements of transmedia activism:
entry points

We – the public – are surrounded by countless opportunities to participate in the campaign using the means and the media platform that works best for us

Watch / screen a film
Host an event
Become a community ambassador
Share your story
All this means that:
Transmedia activism allows causes to more effectively reach the public
Targets wider audiences by offering a range of entry points
Encourages public involvement and the creation of user-generated content
Fosters stronger community ties
Is fun and personal

Playing for Change is a multimedia music project created by an American producer Mark Johnson, which builds music schools for children around the world.
Its mission:

“To ensure that anyone with the desire to receive a music education would have the opportunity to do so. The Playing For Change Foundation is dedicated to the fundamental idea that peace and change are possible through the universal language of music.”

The foundation spans across a number of media channels (web, social media, videos, CDs, merchandize, live events) and brings together people across the entire world, offering them infinite forms of expression and opportunities to engage in its cause.

• Organize a campaign using your skills that works in your area
• Produce a non-profit event/concert in your community
• Screen a Playing for Change video and raise money
• Share your story of why music education is important to you
• Volunteer/ donate / advocate
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