- Nature of the Project (content, aesthetic, and technology)
My previous project for CMWP course was about “Stop Blaming the Victim”. The infographic video aims to change Cambodians and Indonesians’ perception who always blame the victim of being raped because of wearing sexy clothes. This common idea is deeply entrenched in the two nations’ society and culture, not to mention other cultural sensitive countries. This has greatly encouraged me and my team member in running the campaign against this rampant issue.
The video content has been generated based on the literature review plus personal experience and knowledge living in the two countries. Having the concrete foundation of the topic enables my team to produce the strong concept video which hits the viewers’ heart. My group decided to focus on how most Cambodians and Indonesians perceive the ladies when they are wearing sexy. This wrong perception has put the blame on the victim of wearing revealing clothes leading to rape.
The initiative of aesthetic for this project was to produce infographic video in order to convey the message because the victim blaming is a sensitive and controversial issue. By designing the animation to represent the victim and the rapist could project the clear message and more direct to the viewers and it is also cost less and less time-consuming.
The use of the state-of-the-art technology allows my team to produce an attractive infographic video by using Adobe After Effects to illustrate the core message. The short educational video with two different languages version- Khmer and Indonesia-becomes viral across the social media (Facebook and Instagram) as the ubiquitous and powerful tools currently. However, to improve the future project, there should be the technique of designing a better infographic video with a mix of a better song to grab the view’s attention and possibly funny characters rather than the serious character. By doing this, the viewer will enjoy consuming the content as an example of this infographic video.
- Social Media Implementation
Due to the limited time, my team did only a two-day campaign mainly on Facebook and Instagram. My team member and I posted the different language version-one is Khmer and another is Indonesian language, on our personal Facebook page and shared it in our community. I have shared the video with the youth group working on violence against women in Cambodia and also tagged most of my friends to engage in the conversation. The most startling is that I gained many Likes and Shares within a few minutes with both agree and disagree reaction. This shows the way of how Cambodians are thinking about the issue.
To a certain degree, this project has successfully spread out the core message and raise the people awareness through the way people interact on Facebook both commenting and sharing the video virally. Personally, this victim blaming is deeply rooted in Cambodian society and it has been fading away gradually as many Cambodians are educated. Although my friends who are highly educated, they tend to follow the social stigma by blaming the women, who are wearing provocative clothes.
There are a few lesson-learnt from this project implementation. One of which is the expanding of the campaign duration. It was too short period of the campaign because my team could not finish the video before time. By expanding the duration, this will allow the content manager to interact closely and engage actively with the public, leading to an increase in the public awareness and action taken. Secondly, the use of existing community in my country was limited. The network and relationship with existing social media projects in my own country should be strengthened. The existing materials supporting the topic should be included, which can trigger public participation.
- The Consideration of Theory
I used spreadability and interactivity theory in my project accidentally. Of course, the video has been spread across social media in order to distribute the content and circulate information to the public. This spreadable media plays an important role in this contemporary media environment, which allows the public to disperse the content widely (Jenkins, Ford, and Green 2013). The interactive theory has also been employed to engage the public discourse via Facebook by expressing their opinion and ideas toward the issue. Interactive media is used to form engagement among the viewers (Rada, Michailidis, Antonios, & SpringerLink 1995).
However, I have not applied the granularity and participation theory into my previous project due to the negligence and unawareness. Providing the public with space to participate in sharing information, gathering information and creating their own content can uplift the importance of topic as stated in the participatory media. The use of granular can add more important information to the topic and interesting segments for the campaign. For the future project, the combination of a wide range of granularity, participation and interactivity will be beneficial for the public involvement and successful social media project. This shows that knowing theory deeply can contribute to the real work practices.
- Compare and Contrast the project
Loy9 is the most famous mass media project about civic engagement in Cambodia which can attract thousand of youths through their TV, Radio program and social media campaign. This has inspired me to run the social media campaign. Due to the artistic, technological creativity and the precise message, I have also adopted a few ways of audience engagement from this campaign. let’s take a look at the similarities and differences between my previous project and Loy9.
- Having the same social topic matching the public’s interest
- Using the spreadable and interactive media methods
- Producing video illustrating the key messages
- Breaking down the topic for discussion plus accurate date and facts
- Responding actively to the public
- Loy9 has an extremely active social media followers because of their well-managed promotion and various contents
- Loy9 has used the granularity extensively making the content distribution become widespread and interactive
- Loy9 has the different of segments posting on an official Facebook page such as interview, TV, radio program, and viral video everyday
- My project did not have the official page, but we shared our video on existing communities Facebook page
- Loy9 has spent lots of money advertising the social media as well as the whole project and has a good collaboration with existing local organisations
- Loy9 has no infographic video
Having learned the differences between the two projects, I will adopt the doable strategies to improve my second social media project. This, in turn, results in the efficacy of implementing the effective and efficient campaign.
Jenkins, Henry, Ford, Sam., & Green, Joshua 2013, Spreadable Media Creating Value and Meaning in a Networked Culture (Postmillennial pop Spreadable media), New York: NYU Press.
Rada, R Author, Michailidis, A, & SpringerLink 1995, Interactive media, New York, NY: Springer New York.