The role of media in SOCIAL CHANGE 24th June 2013

Despite or Inspite of Everything We RISE and We SHINE

BEING THE CENTRE WOMEN & CHILDREN SOCIAL ECONOMICAL POLITICAL

MEDIA For many years the media has been influencing our lives. Intellectuals and activists have been critical of the negative impact of the media on the society and blaming them for not providing enough space or air time for issues they consider important and instead focused on violent or political led items. And it is a fact that non-governmental organisations find it hard to get their issues into the news as they don’t have the resources to hire PR BUT NOW YOU HAVE SOMETHING YOU WANT TO CHANGE OR TURN AROUND HOW DO YOU DO THAT?

YOU cannot attain much without the media or without good relationships with journalists. You need to embrace the strength of the media to target audiences

WHY MEDIA BECAUSE IT WORKS: Watchdog:This role requires the media to provide a check on powerful sectors of society, including leaders within the private and public domains. Investigative journalism, in particular, can uncover issues and monitor public interests. Gatekeeper :This gate keeping role is often regarded as important in allowing citizens make an informed choice. AGENDA - SETTER: The media outlets act choose the material that people should think about in their daily lives, selecting what is most significant information for the average Citizen to know. The extensive amount of information that citizens receive sends them a clear message: these are the important issues, and this is what you should be considering…..

IT WORKS BECAUSE IT IS THE STRATEGIC USE OF THESE TOOLS: TV Print Radio Photographs Social Media To promote public debate, and generate support for changes in norms and policies. The manner in which policy makers and the public understand and resolve the challenges faced by communities, is guided by the quality of information available to them. The media, as a primary source of information, play a very powerful role in shaping the dialogues that eventually lead to policy change.

E.G CHILD MARRIAGE: ISSUES AT HAND AND WHAT NEEDS TO BE KNOWN AND ACTED UPON Decreased economic autonomy or contribution Increased risk of maternal mortality Increased infant mortality risk Low economic & social status Early child bearing Education is Prematurely ended HIV/AIDS

THE ISSUE: Child Marriage Tell why you want to end it – its effects: health, education and development. You have to start thinking of the different messages to the different audiences – the message has to simple and friendly. For the journalists – add sensitization to the 5Ws and H, to the editors, other stakeholders and policy makers inform and call for action. To convince each party craft your message to suit that audience and be consistent. Should a news event touch your project, write a release and don’t send it at 5pm expecting it to go in the morning, because at 5pm the layout is being done – know the media to target and what times to reach them

WHERE IS THE MEDIA IN YOUR PLANNING? ISSUES AT HAND How can organizations effectively use the media for maximum impact? What is your goal and why is it your Goal? What to do you want to say? How are you going to package what you say? Who are you going to use to say what you want? How are you going to say what you want to say? WHERE IS THE MEDIA IN YOUR PLANNING?

WHY MEDIA IN Social Change The media : Informs all the players, Influences opinion, and Involves the affected and those who can bring change You focus on the media at the Start of a project/campaign, at each stage so that you reach your goals Through the media you Set the Agenda, Shape the Debate and ADVANCE a policy

THE POWER OF MEDIA & THE KNOWLEDGE TO USE IT

MEDIA To move from this To this

SOME QUOTES One of my goals upon becoming Secretary of State was to take diplomacy out of capitals, out of government offices, into the media, into the streets of countries. Hilary Clinton, American politician and Diplomat, 67th US Secretary of State, 2009 to 2013. Fortunately, we have help from the media. I have to say this………. no matter what people may feel about my husband's policies or what have you, they care about children and that's been good to see. Michelle Obama, American lawyer and writer, wife of the 44th and current US President & first African-American First Lady of the US. The media's the most powerful entity on earth. They have the power to make the innocent guilty and to make the guilty innocent, and that's power. Because they control the minds of the masses. Malcom X, African-American Muslim minister & human rights activist. Were it left to me to decide whether we should have a government without newspapers, or newspapers without a government, I should not hesitate a moment to prefer the latter Thomas Jefferson, 3rd President of the USA

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