A media campaign for ourselves
Building organizational media capacity through participatory action research
Bibliographic Data
| ID | 20207822 |
|---|---|
| Authors | Lori Kido Lopez (0000-0001-6805-8864, University of Wisconsin–Madison, corresponding author) |
| Year | 2015 |
| Volume | 16 |
| Issue | 3 |
| Pages | 228-244 |
| Publication date | 2015-09-02 |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Media Practice (JOURNAL) |
| Journal identifiers | ISSN: 1468-2753 • E-ISSN: 2040-0926 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/14682753.2015.1116756 |
| OpenAlex | W2337662595 |
| Language | EN |
| Citations received | 4 |
| References cited | 18 |
This research examines the use of Participatory Action Research (PAR) methods in conducting a media messaging campaign designed to increase the visibility of queer people of color in a local community. Rather than focusing on the impact of viewing the campaign on the local community, this project assesses the way that participating in creating a campaign can positively impact a grassroots social justice organization. Here we see that the process of creating and managing an image campaign can serve as an opportunity for education and capacity-building for organizations that is distinct from the impact of the media campaign on its target audience. This includes achievements such as expanding the capacity of the organization to engage in strategic media work now and in the future, developing the ability for members of the organization to clearly articulate the goals of the media campaign and engage in productive conversations about the campaign within the community, and strengthening community buy-in for the campaign and its message. Together, this project demonstrates a new way of linking PAR to a media messaging campaign, and articulates some of the potential gains in building media capacity for grassroots community organizations
Action research · Alternative media · Capacity building · Citizen journalism · Community organization · Community organizing · Grassroots · Media relations · Media studies · Participatory action research · Participatory culture · Political science · Politics · Public relations · Social media · Sociology · Visibility · Engineering · Focus Groups and Qualitative Methods · Innovative Human-Technology Interaction · Participatory Visual Research Methods
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Is Gabola a Decolonial Church or Another Trajectory of Freedom of Religion in Post-Colonial South Africa? Rethinking Ethical Issues in Religious Praxis
Communications Research in Action
The Sage Handbook of Action Research
Community media and design
Digital storytelling as transformative practice
Handbook of Participatory Video
Participatory Action Research
Participatory Action Research
Participatory Action Research Approaches and Methods
Public Communication Campaigns
Feminist participatory action research
Toward transformative media organizing
Designing Health Communication Campaigns
The Routledge Handbook of Health Communication
| Citations per year | 0.57 |
|---|---|
| Citation span | 2019 - 2024 (6) |
| Highly cited | No |