"Matthias Kuhnert geht der Frage nach, wie zivilgesellschaftliche Gruppen bei der Bevölkerung um Unterstützung für ihre Tätigkeit warben. Am Beispiel zweier britischer NGOs, War on Want und Christian Aid, wird deutlich, welche Emotionen humanitäre Organisationen einsetzten, um ihre Botschaften
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zu vermitteln und Hilfsbereitschaft zu generieren. Durch den Vergleich christlicher und linker Organisationen kann der Autor zeigen, dass sich mit dem Wandel des Humanitarismus in der Nachkriegszeit nicht nur die Art und Weise humanitären und entwicklungspolitischen Engagements, sondern auch die emotionale Dimension humanitären Handelns veränderte. Zum ersten Mal liegt nun eine Untersuchung über die Transformation humanitären Engagements von der Nachkriegszeit bis Anfang der 1990er Jahre vor, die emotions- und wissensgeschichtliche Ansätze verbindet." (Verlagsbeschreibung)
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"'Half the Sky' is an ambitious humanitarian documentary about the global crises in gender discrimination. Based on Nicholas Kristof and Sheryl WuDunn's book (Kristof and WuDunn 2010), the nearly four-hour documentary visits six countries to explore six issues: gender-based violence in Sierra Leone,
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sex trafficking in Cambodia, education in Vietnam, female genital mutilation in Somaliland, intergenerational prostitution in India, and economic empowerment in Kenya. Heather McIntosh explores the role of celebrity in telling these stories. Six American actresses, each of whom visits a country, meet local activists and survivors, and leam about the situation. Drawing on scholarship about documentary representation and celebrity, McIntosh engages critical perspectives that charge that the appearance of notable personalities simplifies complex issues, and overshadows survivors' voices. She evaluates the success of 'Half the Sky' and the film's attempt to cast celebrities as moral agents helping viewers emotionally connect to the issues and the people involved. Ultimately, she questions the film's ability to overcome the tensions between suffering and poverty, and glamour and Western privilege." (Introduction to part 7, page 380-381)
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"Campaigns are likely to be more successful when they include messages about legal penalties for non-compliant behaviour and fresh information, and when they reach a large proportion of the intended audience. Digital campaigns must therefore work alongside laws and policies. Legislation can be a key
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tool in changing behaviour and perceptions of cultural and social norms. Laws and policies that make violent behaviour an offence send a message to society that it is not acceptable.
Success is more likely if messages are tailored to audiences using social marketing principles and create a supportive environment that enables the intended audience to make changes – e.g. by mobilising communities in support of the campaign.
To develop effective campaigns, it is also important to use research, such as interviews with key stakeholders and focus groups with members of the target audience, to determine existing attitudes and beliefs and ways of motivating people to change their behaviour.
Campaign messages should also be pre-tested to ensure they are understood correctly and to minimize any unintended negative effects.
The most successful interventions work with experienced organisations to develop and deliver sophisticated television/radio programming and communications combined with community mobilisation strategies aimed at changing gender-related norms and behaviours." (Overview, page 3)
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"UNICEF and the Government of Montenegro implemented a communication strategy "It's about ability" to challenge the existing, exclusionary practices and promote new, inclusive social norms for children with disability. Drawing on communication for development principles and social norms theory, a 20
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10-2013 nation-wide campaign mobilized disability rights NGOs, parents associations, media and private sector to stimulate inclusive attitudes and practices towards children with disabilities. As a result, the percentage of citizens who find it acceptable for a child with disability to attend the same class with theirs increased from 35 before the campaign to 80 percent at the end of it. Similarly, the percentage of Montenegrin citizens who find it acceptable for a child with disability to be the best friend of their child increased from 22 before the campaign to 51 percent at the end of it. The campaign was participatory, audience-centred and guided by the key communication planning principles." (Abstract)
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"This book is the perfect guide to aspiring storytellers as it illustrates the different manner of how and why stories are told, and how to make them "interactive." Storytelling features heavy game development as a method of storytelling and delivery, and how to develop compelling plots, characters,
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settings, and actions inside a game. The concept of digital storytelling will be explored, and how this differs from previous incarnations of mediums for stories." (Publisher description)
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"This report examines the social media strategies of a sample of six leading English-language Indian news organisations, two newspapers (Hindustan Times and The Indian Express), two television stations (NDTV and News18), and two digital-born organisations (Firstpost and The Quint). The context is ex
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tensive mobile internet access across India and a large and growing number of social media users, which have led news organisations to invest in social media. The organisations we focus on are oriented towards a predominantly affluent and urban English-speaking elite, and thus not representative of the industry as a whole, but they do provide a starting point for understanding how Indian news media are handling the challenges and opportunities that come with the rise of social media platforms. On the basis of interviews with senior editors and executives, as well as analysis of the Facebook and Twitter output of each organisation, we find that: Facebook is the most important social media platform for all the organisations covered here, in part because of its very large user base, but also because the company has collaborated actively with a number of Indian publishers. Twitter is seen as important for breaking news and for reaching elites, but has fewer users, drives less traffic, provides less support, and offers fewer opportunities for monetisation. News organisations take different strategic and operational approaches to social media. Strategically, most of the organisations covered here primarily pursue an on-site strategy oriented towards driving social media referrals to their website (where content can be monetised through advertising), though the recently launched digital-born organisation The Quint has embraced a greater off-site component, and has built large audiences via social media. Operationally, several organisations operate with a centralised social media team that creates, curates, and promotes content across social media, but some operate with decentralised teams where people across the newsroom are responsible for social media." (Executive summary)
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"The guide includes software that contains the functionality that most nonprofits need: fundraising, email marketing, advocacy/grassroots organizing, and Peer-to-Peer fundraising. We looked for programs that could be used by organizations small to large, were scalable, and offered great training res
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ources. Because technology investments can be a major budget item for nonprofit organizations, we also made sure to include platforms at different price points. It’s always good to mix things up a little – seven of the most feature – packed programs for nonprofits made it into this new guide. Four were included last year, and we’ve added three new platforms. Once we selected the seven participants, we got a lot of help from the software vendors themselves. We interviewed members of the software vendors’ teams and got answers to some common questions. Our team attended live software demos to see the platforms in action (and we peppered the vendor team with questions and use cases). We also talked with our own team members – who use many different engagement software systems for our clients – to get an understanding of what each one is truly like to use daily." (Page 3)
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"The article outlines some of the ways in which an understanding of policymaker psychology and factors such as group dynamics and political context are reflected in the grey literature, and the implications of this for understanding the role of storytelling in political advocacy. It highlights pract
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ical advice about storytelling that emerges from the literature, and presents four case studies illustrating aspects of storytelling in action. It concludes by identifying the implications for scientists and other advocates of“evidence informed policymaking”, practitioners and policymakers." (Abstract)
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"Celebrities champion global development, bringing public visibility to poverty while spotlighting neoliberal strategies as heroic adventures. The wealthy few are applauded for their noble gestures toward helping the projected grateful beneficiaries. These narratives of individual sacrifice and bene
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fit draw attention away from more complex and contextual issues of inequity and injustice. Issues of global development are of serious concern, with an increasing gap between the wealthy and the poor, impending environmental consequences to human industry, and enduring concerns with human rights. In efforts toward resolution, global development schemes require massive financial capital, steered toward strategic social change, applauded by audiences of celebrities glamourizing development processes. Following a brief articulation of global development as an industry, I turn to the roles of celebrities within this landscape, considering their characterization in narratives that position sanctified heroes as rescuing romanticized victims at the mercy of depoliticized villains. I conclude with concerns over the implications for engagement in global development." (Page 128)
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"Este libro relata la gestión de la campaña de lucha contra la desnutrición infantil realizada por el Grupo RPP y difundida de forma ininterrumpida a traves de su principal emisora radial, desde el 2006 hasta el 2010. Dicha experiencia representó una apuesta empresarial donde se evidenció que l
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as campañas sociales bien estructuradas, que reciben el compromiso de alta dirección de la institución y logran el involucramiento de los grupos de interés, pueden llegar a ser una eficiente estrategia de responsabilidad social a mediano plazo." (Editorial)
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"This article analyzes the 2015 campaign by net neutrality advocates against Facebook’s Free Basics service in India, and argues that their victory can be best understood by analyzing their privileged place in an India that imagines itself high tech and global. The advocates, predominantly tech wo
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rkers, loosely organized under the banner of Save the Internet (STI) echoing the net neutrality debate in the United States. The article assesses the competing claims and modes of contention of both Facebook and STI, and examines how STI’s appeals were able to mobilize public opinion in record numbers. I argue that STI formed a ‘recursive public’, which practiced a technopolitics that resonated within the broader narrative of technocultural nationalism championed by the current ruling party. I trace the historical origins of this dominant discourse that eventually led the regulator to ban all zero-ratings plans, including Free Basics." (Abstract)
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"This handbook is designed to provide tools for civil society institutions interested in developing and utilizing participatory videos as part of their toolkit. It is intended to serve as a practical guide for aiding organizations to conceptualize, produce, and screen participatory videos in communi
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ty settings. Participatory video is a tool for positive social change, used across the globe as a means of empowering marginalized communities to take control of their destinies. This handbook outlines the Michigan State University approach to participatory video. Our approach differs from traditional participatory video methods in its emphasis on the use of video as a scalable teaching tool rather than advocacy. Our approach focuses on integrating farmers' stories in a narrative storytelling style in order to enhance the relevance of agricultural information for local communities." (Foreword)
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"Dieses Buch erklärt praxisnah, wie Storytelling, eine Methode des narrativen, auf Geschichten und Erzählungen beruhenden Wissensmanagements, in allen betrieblichen Handlungsfeldern - vom Qualitäts- über das Informations- bis zum Change Management - eingesetzt werden kann: Beteiligte werden zu a
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bgeschlossenen Projekten befragt, die Antworten werden in leicht verständliche, spannende Geschichten verpackt - und so wird das im Unternehmen vorhandene Wissen genutzt, so kann aus erfolgreichen und weniger erfolgreichen Abläufen gelernt werden." (Verlagsbeschreibung)
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