Critical Analysis of Media Techniques of Social Movements
Critical analysis of media and/or campaigning techniques of social movements and social movement organization
In the mass world, we are taking many different actions and campaigns for protecting our rights and our world. Many of campaigns are successful by using mainstream media and alternative media. News media both print and electronic, websites, independently produced documentaries (film, TV and radio) are widely used. By means of media technology; the social issues are best described and presented. I am going to analysis some social campaigns including PETA, Voiceless, Right On Site and Get-Up. I am going to analysis the purpose of these campaigns and their targets to the audiences. I will also look at how they frame the issue and address of using media context to the audiences. Their success and limitation in promoting change will be discussed by comparison.
PETA [pic](PETA’s T-shirt on sale)
PETA is the short name of People for Ethic Treatment of Animals. It is a social organization, with more than 2.0 million members and supporters, and it is the largest animal rights organization in the world. PETA focuses its attention to animal welfare and protection issues. It rejects the idea of killing animals for food, fashion, by-products, furniture and decoration. It also opposes all forms of speciesism, animal testing; factory farming, and hunting, as well as using of animals in entertainment. (www.peta.org. 2009).
We can clearly see what PETA wants to achieve. PETA wants to protect animals. How do I know the purpose? Because their ideas are presented by using internet, news, video clips and images. When people go to PETA’s website, the alternative media are used to express their ideas. These alternative media includes images, Video clips, on-line news, documents, etc. (www.peta.org. 2009).The most impressed is images. People may not interest in the topic, but they must be interested in the pictures, the pictures of animals. PETA is telling
In the mass world, we are taking many different actions and campaigns for protecting our rights and our world. Many of campaigns are successful by using mainstream media and alternative media. News media both print and electronic, websites, independently produced documentaries (film, TV and radio) are widely used. By means of media technology; the social issues are best described and presented. I am going to analysis some social campaigns including PETA, Voiceless, Right On Site and Get-Up. I am going to analysis the purpose of these campaigns and their targets to the audiences. I will also look at how they frame the issue and address of using media context to the audiences. Their success and limitation in promoting change will be discussed by comparison.
PETA [pic](PETA’s T-shirt on sale)
PETA is the short name of People for Ethic Treatment of Animals. It is a social organization, with more than 2.0 million members and supporters, and it is the largest animal rights organization in the world. PETA focuses its attention to animal welfare and protection issues. It rejects the idea of killing animals for food, fashion, by-products, furniture and decoration. It also opposes all forms of speciesism, animal testing; factory farming, and hunting, as well as using of animals in entertainment. (www.peta.org. 2009).
We can clearly see what PETA wants to achieve. PETA wants to protect animals. How do I know the purpose? Because their ideas are presented by using internet, news, video clips and images. When people go to PETA’s website, the alternative media are used to express their ideas. These alternative media includes images, Video clips, on-line news, documents, etc. (www.peta.org. 2009).The most impressed is images. People may not interest in the topic, but they must be interested in the pictures, the pictures of animals. PETA is telling