MEDIA CAMPAIGNS

Miss Lakshmi
WHAT ARE
CAMPAIGNS?
CAMPAIGNS

• Organized and sustained efforts to

communicate information, influence
opinions, or induce behavior change across a
large audience. This can be through various
media channels like print, broadcast, digital,
and social media.
COMMON TYPES OF CAMPAIGNS

• Political Campaigns: To influence voters or public opinion.

• Advertising Campaigns: To promote products or services.
• Public Awareness Campaigns: To raise awareness about
social issues like health, safety, or human rights.
• Social Media Campaigns: Specifically designed for
platforms like Facebook, Twitter, and Instagram to engage
with a younger, tech-savvy audience.
THEORETICAL FRAMEWORKS ASSOCIATED
WITH CAMPAIGNS

• Framing Theory : Highlights the formation of

campaign messages.

• Spiral of Silence: Highlights the

encouragement of public opinions for a
successful campaign.
 FRAMING THEORY

• Framing Theory suggests that the way information is presented

shapes how people understand and interpret it.
• We can persuade an audience based on how we choose to frame
a particular media campaign. It's not just what the message says,
but also how it says it.
• It's important to understand which aspects of a campaign the
audience considers important and to formulate those messages
accordingly.
THE TWO COMPONENTS OF FRAMING

ISSUE EQUIVALENCE
FRAMING FRAMING
 ISSUE FRAMING

• Issue framing involves defining a particular issue in a way

that highlights specific dimensions or perspectives.
• The frame chosen essentially decides what the issue "is
about," affecting how the audience thinks, feels, and
possibly even acts regarding that issue.
• How can you frame climate change in a campaign aimed
at both environmentalists and economists?
 UNDERSTANDING WHAT THEY CARE ABOUT
ENVIRONMENTALISTS
•Sustainability: They usually prioritize long-
term ecological balance and sustainability.
•Conservation: Protection of natural
resources and wildlife is another major
concern.
•Ethical and Moral Responsibility: Many feel
a deep-rooted ethical obligation to protect
the Earth for its intrinsic value and for future
generations.
ECONOMISTS
•Cost of Inaction: Provide economic data to
show the long-term financial burdens of climate
inaction, including potential for increased
poverty, migration, and healthcare costs.
•Investment Opportunity: Frame climate
change as a financial opportunity—investing in
renewable energy, for example, can offer
substantial ROI.
•Risk Management: Discuss how preemptive
action can be a form of risk management that
offers economic stability.
 EQUIVALENCE FRAMING

• Equivalence framing, on the other hand, presents the

same information in different ways to elicit various
reactions.
• This often involves manipulating statistical
information, or presenting facts in a manner that
emphasizes either the positive or negative aspects,
even though the core data remains unchanged.
EQUIVALENCE FRAMING MESSAGES FOR A
POLITICAL CAMPAIGN
FRAMING
WHICH ONE WOULD YOU PICK?
 SPIRAL OF SILENCE

• A theory founded by Elisabeth Noelle-Nuemann, a German

political scientist.
• The theory explains the tendency of people to remain silent
when they feel their views are in opposition to the majority
view on a subject.
• Have you ever watched something on Facebook or Instagram
and formed a strong opinion against it, but chose not to
voice it because most of the comments section supported it?
SPIRAL OF SILENCE
• Fear of isolation when the group
or public realizes that the
individual has a divergent
opinion from the status quo.
• Fear of reprisal or more extreme
isolation, in the sense that
voicing opinion might lead to
negative consequence beyond
that mere of isolation (job loss,
violence, cyberbullying, etc.)
• This fear leads to the formation
of a majority public opinion.
BENEFITS OF • Identifying trends
UNDERSTANDIN • Breaking the silence
G THE PUBLIC
OPINION • Crafting messages
• Risk Mitigation
• Timing
• Audience Engagement
 • Understanding where the public
1. stands on certain issues can help
IDENTIFYING predict which viewpoints will likely
TRENDS be marginalized and thereby fall
into the spiral of silence.
• This is useful for gauging public
sentiment and tailoring messages
that resonate with the majority or
minority, depending on the
campaign's objective.
 Let’s test the trend in this class.

• Watch the video and answer these questions…

• Who do you think is responsible for "the talk" about sex:
schools or parents?
• At what age should children be taught about sex?
• Do you think discussing sex has any impact on persuading
young people to try it?
• Should parents teach young children about protected sex?
SAYS: 3 REASONS WHY SEX ED WILL CHANGE
YOUR LIFE.
2. • Campaigns can be designed to
BREAKING break the spiral of silence by
empowering voices that are
THE usually suppressed.
SILENCE • Social media platforms can
serve as echo chambers where
like-minded individuals can
safely express their opinions,
offering an avenue for minority
viewpoints to gain traction.
CAN YOU THINK OF
A CAMPAIGN THAT
“BROKE THE
SILENCE” OF THE
MARGINALIZED?
#BREAKTHESILENCE
 3. CRAFTING MESSAGES

• Understanding that people are influenced by

the perceived majority opinion can help in
crafting messages that either align with these
viewpoints or challenge them in a way that’s
meant to resonate with silent minorities.
• This is often observed in politicians when they
are deciding their stance on a policy.
OBAMA’S STANCE ON SAME-SEX
MARRIAGE
Let’s discuss…

• Why do you think Obama ultimately changed his

stance on same-sex marriage?
• What changes occurred in the media landscape
between 2004 and 2011?
• Did Obama's statements in 2011 reflect support
for gay marriage?
4. RISK MITIGATION

• Knowing that certain viewpoints are less

likely to be expressed can also serve as a risk
assessment tool.
• If a campaign message is likely to be met
with silence or backlash because it goes
against prevailing public opinion, strategies
can be adjusted accordingly.
MALAYSIA AIRLINES “MY ULTIMATE BUCKET LIST”
COMPETITION

• In 2014, Malaysia Airlines launched a competition in Australia

and New Zealand.
• It was called the “My Ultimate Bucket List” competition.
• The airline offered customers in Australia and New Zealand a
chance to win a free flight or an iPad. To enter, participants had
to write a 500-character essay about their dream travel
destination and why they'd like to go there.
• What do you think about this campaign?
Did media personalities learn
from the risks associated
with crafting messages about
the Malaysian Airlines
tragedy?
EXAMPLE OF WHAT HAPPENS TO THE MINORITY IN THE SPIRAL OF
SILENCE…
 5. TIMING
• Being aware of the social dynamics affecting public
opinion at different times can help in deciding the most
opportune moment to launch a campaign, especially
one that might carry a controversial message.
• What do you think about the #MeToo movement?
• What kind of conversations did you start hearing in the
media once the #MeToo movement started?
GILLETTE’S SWIFT MOVE WITH THE
“TOXIC MASCULINITY” CAMPAIGN..
 6. AUDIENCE ENGAGEMENT
• Encouraging open dialogue can break the spiral and foster engagement.
• Open forums, social media polls, and interactive campaigns can make people more
comfortable in expressing their views, thereby offering a more rounded picture of
public sentiment.
• It starts with us, recognizing that conversations and points of view are important,
especially when we aim to craft messages that change the behavior of others.
• What happens when you can’t change their behavior, do we allow the circle of
issues to continue?
 Let’s discuss..

• Do you think the ban was necessary and do you support it?
• Was it necessary to hear the rapist’s point of view, would any good come
out of it?
• Do you think this documentary is harmful or useful for possible victims?
• I WANT TO HEAR EVERYONE’S POINT OF VIEW, WITHOUT ANY
JUDGEMENT FROM ANYBODY.
• PUT YOUR JUDGEMENTAL HATS AWAY.
 “INDIA’S DAUGHTER” DOCUMENTARY OUTRAGE
AND BAN IN INDIA

Directed and Written by Leslee Udwin | Released on March, 2015 | It was supposed to be released on International Women’s
Day, as a part of the women’s rights campaign.
MUKESH SINGH’S STATEMENT
 WHAT DID YOU
LEARN ABOUT
MEDIA CAMPAIGNS
TODAY?