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Tag Archives: Social action campaigns

Media Social Action Campaigns: A Theoretical Approach

Stephen White, MA Abstract: Research suggests that the persuasive impact of narratives can be measured by an individual’s absorption into a story, known as transportation theory. This paper examines other research in behavioral measures such as empathy and compassion that could be applied to the content and influence of media social action campaign narratives. Movies and documentaries tell compelling stories that can also raise awareness about social issues.  Media companies like Participant Media, Active Voice, and Picture Motion believe that films are a powerful expression for social change. These companies design social action campaigns to drive awareness of important issues ...

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