Unit 1 Ac 2.2 WJEC Criminology Evaluate the effectiveness of media used in campaigns for change
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Course
Changing Awareness of Crime
Institution
WJEC
Well detailed answers given by the feedback of teachers which helped me get an A at my Unit 1 controlled assessment in 2023. I hope these will help you guide towards getting an excellent grade! DISCLAMER: I advise changing some words to avoid copyright. Good luck on your exam :) I wrote about socia...
A type of media which is used in a campaign can be social networking. Campaigns may use this to show
to a wider range of people their content and also to be able to widen their audience and have more
people who can support the campaign. Social media has the ability to share or create content or let
people watch/ take part in sharing content or viewing posts internationally. There are different ways to
share and post about their campaigns. Instagram is a notorious example and has helped millions of
campaigns to gain a larger audience if there is consistency and endless postings on their feature
‘Stories’. Using their functions confidently can attract people to participate and benefit the campaign.
Often, by scrolling through ‘Stories’, ads of various brands or campaign appear, and this can be seen as a
very effective method because people that are interested in that specific aim of the campaign could
actually take interest in the campaign and share their content to others. In fact, a strength which makes
this type of media effective is that there is the ability to share and post content of a campaign
internationally. This worldwide connection permits the campaign to be recognised by different countries
instead of only being recognised by the local community of where the campaign was formed.
Acknowledged campaigns from other countries can quicken the success of it, thus making it easier to
have enough financial stability to develop the services given through social media. Furthermore, the
function of being able to share information about the campaign is also a mass benefit of it. Success in
social media can be very quick thanks to being able to post economically, with no real costs. This
optimises more financial stability, and it is possible to focus on paying expenses in other materials such
as merchandise or events. Social media can also be aesthetically pleasing as a lot of images can be used
and this can be considered as a strength as it ultimately attracts people’s attention. There is also the
possibility for the audience to comment on a campaign and this can be very affective because it gives
feedback on how to improve the benefits given to the public and also progress towards the aim. Various
limitations of it are that many campaigns tend to extremely sensationalise their posts regarding the
topic of the campaign, and this can be defined as a weakness because they focus more on public
recognition rather than changing policy, attitudes etc which would mean being able to reach their
purpose. Another limitation is that sometimes campaigns tend to invent fake statistics about the topic
they are focalised on, and this can be very problematic because it gives the risk of people overreporting
a crime and ultimately losing the audience’s trust when they are found spreading fake statistics.
Furthermore, an additional limitation might be that it may not be specifically targeted to an older
audience (40 to 80 years old) as they do not spend as much time as teenagers in between the ages of
16-24 which is generally 2 ½ hours each day. This may not be seen as an effective way because the
campaign will hardly get any public recognition as it may only interest a young audience. An example of
2 campaigns which has used social media as a method to promote their campaigns is #MeToo and
IceBucketChallenge. Respectively, they were able to raise £24 million and also gain a total of 4 million
users using the hashtag #MeToo and 12 million posts with the hashtag in only the first 24 hours.
Similarly, IceBucketChallenge was able to raise a total of $220 million for the motor neurone disease and
it reached politicians and celebrities through the usage of social media. Overall, social media can be
defined as a very effective method in promoting and improving a campaign and can ultimately increase
the number of people in the audience.
, Events
In addition, another type of media example that campaign use can be events. These are organised
actions which mostly aim to fundraise by initiating activities to promote campaigns’ ideas and mostly get
public recognition. Events are usually made by campaigns that wish to raise awareness of their methods
and purpose, so the public are keener to support and participate in their activities. Organising events to
fundraise for a certain aim can be very effective as most supporters would comprehend the campaign’s
purpose and in a more intriguing way as people would also take a deep interest in their work and the
background of their campaign. Events formed for promotion can also guarantee better communication
and connection with the supporters and also make sure they have a clear understanding of what the
campaign is about and their aims. This also forms a large community which the campaigners can rely on
as they will be loyal to them and also benefit the campaign. They have the opportunity to physically
meet with each other and hear feedback about the campaign’s work and develop more ideas to
optimise their actions to fulfil their aims, thus creating better results thanks to their constructive
opinions. Various issues about organising events are that campaigners tend to focus on obtaining public
recognition than sharing their aims and methods. Many organise events to only seek attention from the
public and this can have a negative effect on the campaign as people might notice and backlash the
campaign. Events constructed for pure entertainment can also distract people from the aim, thus not
making it beneficial which only ends up people attending just for ‘fun’ activities. Helding such activities
can also be quite expensive as there is a need to plan the location and time weeks or months before the
official day. Covering such expenses can also be a great loss of money for the campaign, thus resulting in
losing the support from the audience by their poor services and also a permanent fall for the campaign.
It is not guaranteed that people will donate large amounts of money, and this can be very ineffective
because the campaign will have to face financial instability after paying a single large event. An example
of an event can be MacMillan Coffee Morning. They would sell hot drinks and baked goods in public to
support people who suffer from cancer. They were able to raise over $26 million and also became the
world’s Biggest Coffee Morning nationally in 2018. In comparison, Bob Geldof held a Live Aid concert
which aimed to raise money to African Nations in 1985. He raised over £127 million. In conclusion,
events can be an effective method in promoting a campaign, though it is important to be prudent about
the large amounts of costs into organising them.
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