Unit 31: Social Action and Community

The purposes of social action in media is used to make the public aware of social concerns from the public the way this happens is by coming together to try and solve an issue which a member from a local area is dealing with. Social media is also known to report these problems back to the public in order to attract their attention which would then encourage the public to put a stop those problems the way they do this is by communicating through the internet , magazines or TV adverts which is a very quick easy method to get peoples attention because a lot of people around the world are buying magazine's and using internet also spending free time watching TV shows which could attract their attention.

The impact that this has is that it allows the social media to try and find a way to have a big effect on an old or young persons issues which they might or have been going through the this also can have an impact on the victim because they have people who they can go and report there concerns to instead of dealing with there problems individually.

An example of social action and community could be the NSPCC they have decided to show young victims being  abused in order to raise awareness of a charity the NSPCC also use a narrative to show the audience who are watching to see what the victim has experienced to make it more personal to the audience. this will also  encourage viewers to donate money to help the charities but also to help the victims. It is also used to raise awareness so that the victims have somewhere to go and talk about their problems to if they do not have any other option. The use of techniques which have been used in the video clip was the use of dark lighting which was used to create a mood of the advert in order to make the audience feel sympathy for the victim. The use of a close up camera angle shot was used to show the emotions shown on the victims face which could also make the audience feel emotional which will lead to them wanting to try and put an end to the victims problems.

I believe that this advert makes a huge impact to the victims life because the TV advert is making an attempt to all the people who are watching this to take action also make the viewer feel bad for the victims and want to help them. By raising awareness of the charity and the issue through a TV advert which is very easy way to attract the attention of a lot of people.

Video clip: Open Your Eyes Advert

My second example of a social action and community is anti - smoking which is a way to prevent people from smoking the purpose of why this was made is to try and change the attitude of people  towards smoking and attempt to get people to quit. They do this through advertisements persuading people to stop which will also show young people the dangers of smoking in public areas such as school. The use of techniques which have been used in the video clip is block capital letters for the title in order to show people watching this advert how serious the video clip is. Also the use of camera angle shot such as close ups of the people who are speaking about there experiences of smoking show the persons emotions of how they have been effected through smoking but however have managed to find an exit in smoking.

I personally believe that this company have managed to have an effect on anti - smoking this is because during the video clip they have given valid information from people who were once use to smoking but however have managed to put a stop to it. This video clip can also reach the attention of a lot of people around the country which is due to the free access of internet which will increase the number of viewers. Another type of impact this video has had on those who smoke is that it shows other people who might have suffered through smoking many years ago such as receiving cancer this could also help the younger generations such as young teenagers to see how there lives could also be affected in the future if they continue to smoke at a very young age.


My third example of a social action and community is Bernardo advert this advert demonstrates a young girl being abused, being violent, drug abusing and people getting locked up in jail also people in different countries around the world dealing with poverty which is shown in a video clip.The purpose of why this advert was published on the internet for people to view is to try and stop crime and poverty for young people which will encourage the public to take action quickly in order to stop this from happening again. The impact of the video clip makes the public feel as if we want to make an attempt to try and help by donating money or try and encourage younger people such as teenagers to try and stay off the streets to prevent crime from taking place such as knife crime.

The use of techniques which have been used in the video clip is the use sound of a girl screaming in fear also shouting in the background also the sound of a door slamming and being locked the use of sound being used in the video is very effective as it relates back to the purpose of the advert by showing how people are going through difficult times which will make the audience want to have an reaction to this. The lack of lighting was used to make the advert seem very depressing to watch as there is no sign of happiness through the entire video clip this make the viewer feel upset as they do not want to experience what the young girl in the clip is going through in jail also however the viewer feels helpless in order to help the victim but still wishes to help.

Overall I believe that this video was a huge success because it explained in detail of how people are living a horrible lifestyle such as being locked up and being abused. Which managed to make people watching feel sad and wanting to make a difference in the persons life which is why this video was posted on the internet in order to catch peoples attention and make more people try and help people who going through hard times in life such as poverty or facing time in jail or being abused.

Video Clip :Barnardo's advert- repeating itself (VIOLENT SCENES)