ESSAY: Locate and analyse an organisation that is conducting a digital campaign, using Web 2.0, to bring about social change

Assignment Requirements

Assessment task 2:ESSAY: Locate and analyse an organisation that is conducting a digital campaign,using Web 2.0, to bring about social change.
Objectives: a, b, e, f
Value: 50%
Due date: Monday, 9th June

The second assessment task is to select an organisation that is currently campaigning on a social change issue and to analyse this campaign. You are not required to, but consider communicating directly with the organisation. In selecting a campaign for your case study, be sure not to choose a campaign that is primarily about awareness raising, recruiting or marketing. In this subject, we focus on campaigns that seek to bring about social changes in communities such as protecting the environment, addressing racism, changing policies and legislation. I recommend that you ‘shop around’ a little at first. Identify several social change campaigns or organisations (e.g. GetUp!, Avaaz.org, 350.org, Greenpeace, Friends of the Earth, Occupy Sydney, the Nature Conservation Council of New South Wales, Amnesty International, the Australia Palestine Advocacy Network or Oxfam). Subscribe to their e-news, ‘like’ their Facebook pages, follow them on Twitter. Check out their websites and recent publications. From these groups, select one to focus on.
Then select one of the organisation’s campaigns for your case study.
Structure of case study/essay (3,000 words)
Introduce the campaign: What social or environmental problem or concern is the campaign about?
What is their objective? (What specific change does the campaign advocate? What needs to change?)
Describe the campaign’s current new media strategy. How is the campaign currently using new media? (website/s, e-mail, Facebook, Twitter, Messaging, Smartphone apps and other mobile technology, YouTube, Flickr, Linked In, Foursquare, etc). Screenshots and other graphics will be useful to illustrate the campaign.
What theoretical ideas about social change inform this campaign?
What impact does this strategy appear to be having? (Is it effectively achieving the campaign objective? Is it likely to?)
Analyse how the social action group or campaign you examine actively involves community members in democratic ways and suggest how they might more actively engage citizens.
Assessment criteria
Clarity in describing the objectives and nature of the chosen social change campaign
Level of conceptual understanding about the nature of new media that is utilised in the chosen campaign
Level of analysis of theoretical ideas about social change that relate to the campaign
Quality of critical discussion about theories and practices of citizen engagement and popular education that may relate to the campaign.
Reading:
Students are expected to undertake independent research during this subject, including academic texts, journals and ‘grey’ (non academic) literature. Readings are available online. I have constructed various folders on the UTS Online site. Each folder corresponds to major topics and contain several sources. Furthermore, James Whelan and I have created a ‘Delicious’ account to tag a growing collection of online resources including manuals and ‘how-to’ guides for using new media, case studies and best practice examples of new media campaigns, and scholarly or theoretical analyses.
To access our Delicious account, go to http://www.delicious.com and log in with the username and password utssocialmedia. Tagging with Delicious is made simpler if you download a plug-in for tagging. You’ll find one by googling the words Delicious and the name of your browser (e.g. Firefox 8.0.1 or Safari 5.1.2). Then simply drag and drop the tagging button to your toolbar. When you’re logged in as utssocialmedia, you can highlight a sentence or two before hitting the ‘tag’ button and the text will automatically appear with the bookmark. This way, it’s easier to find what we’re looking for.

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