criminology wjec a level unit 1 controlled assessment
changing awareness of crime
lo1 lo3 criminology unit 1
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A/AS Level
WJEC
Criminology
Changing Awareness of Crime
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AC 2.2 - Evaluate the effectiveness of media used in campaigns for change
Social media
Social media are websites and apps such as Facebook, Twitter and Instagram which are dedicated to
allowing people to communicate and share things. There are a number of advantages in using social
media in promoting a campaign. For example, it allows videos, information and other links, such as a
gofundme page, to be rapidly spread and reach a wide audience as approximately 2.3 billion people
use social media. This allows the campaign to be seen by a lot of people which can increase
donations and shares, creating a snowball effect because as the campaign reaches more people it
gains more shares meaning even more people are reached. Also, if a campaign goes viral on social
media celebrities may even see and/or share it which would also increase awareness and possible
donations. A social media page is also free to set up meaning small campaigns without a lot of
funding can use this to promote their campaign and money can be focused on other promotion
materials. However, there are some disadvantages such as hackers can get onto the campaigns
network pages and alter or delete information. This means people could see incorrect information
about a campaign and this could create a negative perception of the campaign. Additionally, when
using social media there is always a possibility of internet trolls which can leave horrible or
insensitive messages/comments on the page. This could upset people running the campaign or give
the campaign bad publicity and attention, and due to this the campaign could lose supporters and
face public backlash. Overall, social media is very effective when used in campaign and this can be
seen by the Ice Bucket Challenge which was a viral social media challenge involving the dumping of a
bucket of ice water over a person's head, to promote awareness of the disease amyotrophic lateral
sclerosis to encourage donation. The ice bucket challenge raised an overall $115 million. Another
example is the Animal Justice Campaign that used the hashtag #Voiceless4AnimalJustice and raised
approximately $37,000 to help fight for animal rights. However, the negative side to using social
media can be seen by Harper’s Law, using #Harperslaw, as there were many internet trolls and mean
comments under the hashtag which could create negative connotations of the campaign.
TV Adverts
A TV advert is a span of television programming that are produced and paid for by an organisation.
They convey a message or market a product/service. There are many advantages to using a TV
advert to promote a campaign as the moving imagery used can be very effective to convey a
message, making people remember it. Also, adverts sometimes include songs or music which can be
catchy to make the campaign memorable. Additionally, if the advert is short more people are likely
to remember it and tell other people about it which attracts more viewers to the advert and raises
awareness of the campaign. Additionally, TV adverts can feature celebrity endorsement which
captures people’s attention and encourages more donations. Adverts also typically include links to
other relevant things about the campaign such as a social media page, donation page, website or
phone number. This means the campaign can become more widespread and people can then find
out more information about the campaign. Another advantage is that adverts are extremely
effective at reaching a wide audience – especially at prime time because that is when a lot of people
are watching TV. Also, the campaign chooses what time they want their advert to be shown which
benefits the campaign as they can choose a time slot most suitable for their target audience as if the
campaign is aimed at adults more distressing adverts can be shown after watershed meaning the
correct audience will be reached and possible increase donations or awareness. However, there are
also many disadvantages to TV adverts as they are extremely expensive to make meaning only
campaigns ran by large organisations with a lot of funding are able to make them. Furthermore,
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