"In YouTube Secrets, online video experts Sean Cannell and Benji Travis draw on a decade of experience as well as interviews with more than one hundred top creators to give you a step-by-step YouTube success playbook. You'll learn the seven essential ingredients for a profitable channel, new strateg
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ies for getting views and subscribers, ten ways to make money on YouTube." (Back cover)
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"The overall approach to advocacy in this toolkit is generic, but the toolkit focuses on increasing safety for journalists in Somalia/Somaliland. The order of the different steps follows a logical sequence. However, do keep in mind that advocacy is not necessarily a linear process. Advocacy rarely f
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ollows the same process twice, and there is always an element of unpredictability. This toolkit will give you an insight into: Main advocacy concepts and an advocacy vocabulary; How to develop a strategy to achieve your advocacy goals; How to analyse policies and political context with a focus on stakeholders; How to develop your approach to the target groups and audiences; and finally how to identify and acquire essential skills needed to prepare a strong advocacy strategy." (Introduction)
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"This handbook is designed to provide tools for civil society institutions interested in developing and utilizing participatory videos as part of their toolkit. It is intended to serve as a practical guide for aiding organizations to conceptualize, produce, and screen participatory videos in communi
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ty settings. Participatory video is a tool for positive social change, used across the globe as a means of empowering marginalized communities to take control of their destinies. This handbook outlines the Michigan State University approach to participatory video. Our approach differs from traditional participatory video methods in its emphasis on the use of video as a scalable teaching tool rather than advocacy. Our approach focuses on integrating farmers' stories in a narrative storytelling style in order to enhance the relevance of agricultural information for local communities." (Foreword)
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"Fernandes considers the rise of storytelling alongside the broader shift to neoliberal, free-market economies. She argues that stories have been reconfigured to promote entrepreneurial self-making and restructured as easily digestible soundbites mobilized toward utilitarian ends. Fernandes roams th
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e globe and returns with stories from the Afghan Women's Writing Project, the domestic workers movement and the undocumented student Dreamer movement in the United States, and the Misión Cultura project in Venezuela. She shows how the conditions under which certain stories are told, the tropes through which they are narrated, and the ways in which they are responded to may actually disguise the deeper contexts of global inequality. Curated stories shift the focus away from structural problems and defuse the confrontational politics of social movements." (Back cover)
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"This article analyzes the 2015 campaign by net neutrality advocates against Facebook’s Free Basics service in India, and argues that their victory can be best understood by analyzing their privileged place in an India that imagines itself high tech and global. The advocates, predominantly tech wo
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rkers, loosely organized under the banner of Save the Internet (STI) echoing the net neutrality debate in the United States. The article assesses the competing claims and modes of contention of both Facebook and STI, and examines how STI’s appeals were able to mobilize public opinion in record numbers. I argue that STI formed a ‘recursive public’, which practiced a technopolitics that resonated within the broader narrative of technocultural nationalism championed by the current ruling party. I trace the historical origins of this dominant discourse that eventually led the regulator to ban all zero-ratings plans, including Free Basics." (Abstract)
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"Este libro relata la gestión de la campaña de lucha contra la desnutrición infantil realizada por el Grupo RPP y difundida de forma ininterrumpida a traves de su principal emisora radial, desde el 2006 hasta el 2010. Dicha experiencia representó una apuesta empresarial donde se evidenció que l
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as campañas sociales bien estructuradas, que reciben el compromiso de alta dirección de la institución y logran el involucramiento de los grupos de interés, pueden llegar a ser una eficiente estrategia de responsabilidad social a mediano plazo." (Editorial)
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"Praxiswissen" zeigt, wie Vereine und Verbände erfolgreiche Presse- und Öffentlichkeitsarbeit machen können. Der Autor vermittelt das Know-how und Handwerkszeug, das notwendig ist, um interessante Pressemitteilungen, Selbstdarstellungen und Faltblätter zu schreiben; Pressekonferenzen und Intervi
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ews erfolgreich zu meistern; einen Verein bekannt zu machen, ein positives Image und Vertrauen aufzubauen; die Bedeutung der Arbeit eines Verbands herauszustellen; von den Anliegen einer Organisation zu überzeugen. Anhand vieler Beispiele aus dem Alltag von Vereinen und Verbänden gibt ein Profi Hilfestellungen für eine effektive Presse- und Öffentlichkeitsarbeit – unverzichtbare Informationen, Tipps und Anregungen für alle, die ihre Public Relations verbessern wollen. Für die dritte Auflage wurde der Band aktualisiert und um ein Kapitel zu Social Media erweitert." (Verlagsbeschreibung)
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"Campaigns are likely to be more successful when they include messages about legal penalties for non-compliant behaviour and fresh information, and when they reach a large proportion of the intended audience. Digital campaigns must therefore work alongside laws and policies. Legislation can be a key
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tool in changing behaviour and perceptions of cultural and social norms. Laws and policies that make violent behaviour an offence send a message to society that it is not acceptable.
Success is more likely if messages are tailored to audiences using social marketing principles and create a supportive environment that enables the intended audience to make changes – e.g. by mobilising communities in support of the campaign.
To develop effective campaigns, it is also important to use research, such as interviews with key stakeholders and focus groups with members of the target audience, to determine existing attitudes and beliefs and ways of motivating people to change their behaviour.
Campaign messages should also be pre-tested to ensure they are understood correctly and to minimize any unintended negative effects.
The most successful interventions work with experienced organisations to develop and deliver sophisticated television/radio programming and communications combined with community mobilisation strategies aimed at changing gender-related norms and behaviours." (Overview, page 3)
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"UNICEF and the Government of Montenegro implemented a communication strategy "It's about ability" to challenge the existing, exclusionary practices and promote new, inclusive social norms for children with disability. Drawing on communication for development principles and social norms theory, a 20
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10-2013 nation-wide campaign mobilized disability rights NGOs, parents associations, media and private sector to stimulate inclusive attitudes and practices towards children with disabilities. As a result, the percentage of citizens who find it acceptable for a child with disability to attend the same class with theirs increased from 35 before the campaign to 80 percent at the end of it. Similarly, the percentage of Montenegrin citizens who find it acceptable for a child with disability to be the best friend of their child increased from 22 before the campaign to 51 percent at the end of it. The campaign was participatory, audience-centred and guided by the key communication planning principles." (Abstract)
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"This report examines the social media strategies of a sample of six leading English-language Indian news organisations, two newspapers (Hindustan Times and The Indian Express), two television stations (NDTV and News18), and two digital-born organisations (Firstpost and The Quint). The context is ex
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tensive mobile internet access across India and a large and growing number of social media users, which have led news organisations to invest in social media. The organisations we focus on are oriented towards a predominantly affluent and urban English-speaking elite, and thus not representative of the industry as a whole, but they do provide a starting point for understanding how Indian news media are handling the challenges and opportunities that come with the rise of social media platforms. On the basis of interviews with senior editors and executives, as well as analysis of the Facebook and Twitter output of each organisation, we find that: Facebook is the most important social media platform for all the organisations covered here, in part because of its very large user base, but also because the company has collaborated actively with a number of Indian publishers. Twitter is seen as important for breaking news and for reaching elites, but has fewer users, drives less traffic, provides less support, and offers fewer opportunities for monetisation. News organisations take different strategic and operational approaches to social media. Strategically, most of the organisations covered here primarily pursue an on-site strategy oriented towards driving social media referrals to their website (where content can be monetised through advertising), though the recently launched digital-born organisation The Quint has embraced a greater off-site component, and has built large audiences via social media. Operationally, several organisations operate with a centralised social media team that creates, curates, and promotes content across social media, but some operate with decentralised teams where people across the newsroom are responsible for social media." (Executive summary)
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"The guide includes software that contains the functionality that most nonprofits need: fundraising, email marketing, advocacy/grassroots organizing, and Peer-to-Peer fundraising. We looked for programs that could be used by organizations small to large, were scalable, and offered great training res
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ources. Because technology investments can be a major budget item for nonprofit organizations, we also made sure to include platforms at different price points. It’s always good to mix things up a little – seven of the most feature – packed programs for nonprofits made it into this new guide. Four were included last year, and we’ve added three new platforms. Once we selected the seven participants, we got a lot of help from the software vendors themselves. We interviewed members of the software vendors’ teams and got answers to some common questions. Our team attended live software demos to see the platforms in action (and we peppered the vendor team with questions and use cases). We also talked with our own team members – who use many different engagement software systems for our clients – to get an understanding of what each one is truly like to use daily." (Page 3)
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"The article outlines some of the ways in which an understanding of policymaker psychology and factors such as group dynamics and political context are reflected in the grey literature, and the implications of this for understanding the role of storytelling in political advocacy. It highlights pract
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ical advice about storytelling that emerges from the literature, and presents four case studies illustrating aspects of storytelling in action. It concludes by identifying the implications for scientists and other advocates of“evidence informed policymaking”, practitioners and policymakers." (Abstract)
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"'Half the Sky' is an ambitious humanitarian documentary about the global crises in gender discrimination. Based on Nicholas Kristof and Sheryl WuDunn's book (Kristof and WuDunn 2010), the nearly four-hour documentary visits six countries to explore six issues: gender-based violence in Sierra Leone,
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sex trafficking in Cambodia, education in Vietnam, female genital mutilation in Somaliland, intergenerational prostitution in India, and economic empowerment in Kenya. Heather McIntosh explores the role of celebrity in telling these stories. Six American actresses, each of whom visits a country, meet local activists and survivors, and leam about the situation. Drawing on scholarship about documentary representation and celebrity, McIntosh engages critical perspectives that charge that the appearance of notable personalities simplifies complex issues, and overshadows survivors' voices. She evaluates the success of 'Half the Sky' and the film's attempt to cast celebrities as moral agents helping viewers emotionally connect to the issues and the people involved. Ultimately, she questions the film's ability to overcome the tensions between suffering and poverty, and glamour and Western privilege." (Introduction to part 7, page 380-381)
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"This article examines the diverse factors shaping the involvement of non-governmental organisation (NGO) with humanitarian photography, paying particular attention to cooperative relationships with photojournalists intended to facilitate the generation of visual coverage of crises otherwise margina
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lised, or ignored altogether, in mainstream news media. The analysis is primarily based on a case study drawing upon 26 semi-structured interviews with NGO personnel (International Red Cross/Red Crescent Movement, Oxfam and Save the Children) and photojournalists conducted over 2014-2016, securing original insights into the epistemic terms upon which NGOs have sought to produce, frame and distribute imagery from recurrently disregarded crisis zones. In this way, the article pinpoints how the uses of digital imagery being negotiated by NGOs elucidate the changing, stratified geopolitics of visibility demarcating the visual boundaries of newsworthiness." (Abstract)
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"Celebrities champion global development, bringing public visibility to poverty while spotlighting neoliberal strategies as heroic adventures. The wealthy few are applauded for their noble gestures toward helping the projected grateful beneficiaries. These narratives of individual sacrifice and bene
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fit draw attention away from more complex and contextual issues of inequity and injustice. Issues of global development are of serious concern, with an increasing gap between the wealthy and the poor, impending environmental consequences to human industry, and enduring concerns with human rights. In efforts toward resolution, global development schemes require massive financial capital, steered toward strategic social change, applauded by audiences of celebrities glamourizing development processes. Following a brief articulation of global development as an industry, I turn to the roles of celebrities within this landscape, considering their characterization in narratives that position sanctified heroes as rescuing romanticized victims at the mercy of depoliticized villains. I conclude with concerns over the implications for engagement in global development." (Page 128)
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