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Creating Multimodal Texts

The document discusses three types of multimodal texts: video advocacy campaigns, public service announcements, and media campaigns. Video advocacy uses video as a strategic tool to engage audiences and create change related to policies, laws, or behaviors. Public service announcements promote programs, services, or activities through commercials and ads to encourage favorable actions. Media campaigns are planned series of newspaper articles and interviews to achieve a particular aim by defining the purpose, target audience, message, messenger, and timely opportunities.

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652 views2 pages

Creating Multimodal Texts

The document discusses three types of multimodal texts: video advocacy campaigns, public service announcements, and media campaigns. Video advocacy uses video as a strategic tool to engage audiences and create change related to policies, laws, or behaviors. Public service announcements promote programs, services, or activities through commercials and ads to encourage favorable actions. Media campaigns are planned series of newspaper articles and interviews to achieve a particular aim by defining the purpose, target audience, message, messenger, and timely opportunities.

Uploaded by

Tee Mendoza
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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CREATING MULTIMODAL TEXTS

1. The Video Advocacy Campaign (VAC)


“Video for a reason, not about something”

a. Advocacy refers to the process of bringing about change in policies, law or people’s behavior
or attitudes.

b. Video Advocacy is about using visual media as a strategic tool to engage people to create
change.

c. Making an advocacy video requires:

 setting specific objectives


 identifying target audiences
 developing a strategic plan for production and distribution to ensure the video
has impact

Remember: video is the medium, advocacy is the purpose, change is the goal

Video Advocacy is
 creating video to change policies, law or people’s behavior and attitude
 using storytelling and video to engage specific audiences and to create change, such as
courts, tribunals, key-decision makers, special rapporteurs, press or NGO’s
 Incorporating video into existing advocacy tactics such as lobbying, petitioning,
litigation, community mobilizing or press conferences
 A powerful advocacy tool, but it is not “magic” and may not be appropriate for all
campaigns and situations

2. Public Service Announcements (PSA)

a. A PSA is any message that promotes the programs, services or activities like those of your
local or national governments or any non-profit organization
b. Often in the form of commercials and print ads, PSA’s are created to persuade an audience to
take a favorable action

c. PSA’s can:
 create or raise awareness about an important topic
 show the importance of a problem or issue
 convey information
 promote a behavioral change

d. Whether you have a cause of your own or that of a group you belong to, PSA’s create a forum
for you to actively participate in a project which allows you to become stewards of—and
advocates for—social change.
How to Create a PSA:

Choose your topic. : Pick a subject that is important to you, as well as one you can visualize.
Keep your focus narrow and to the point.

Time for some research: Get the most up to date and current facts on your topics.

Consider your audience: Identify and consider your audience’s needs, preferences, as well as the
things that might turn them off.

Grab your audience’s attention. You might use visual effects, an emotional response, humor or
surprise to catch your target audience. Be careful however, of using scare tactics.

Create a script and keep your script for a few statements. Highlight only the major and minor
points

Story-board your script. (a sequence of drawings, typically with some directions and dialogue,
representing the shots planned for a movie or television production.)

Film your footage and edit your PSA

Find your audience and get their reaction.

* from Bell, 2010

3. Media Campaign (MC)

a. Media Campaign is a planned series of newspaper articles, television interviews, etc.,


intended to achieve a particular aim.

b. Planning a Media Campaign:

 What is your purpose? State your desired outcomes.


 Who is your target audience? Who do you want to reach? Choose your audience.
 What is your message? What do you want people to learn? What is your call to action?
State your message.
 How will you deliver the message? Who will deliver the message? Choose your
messenger.
 When will you do it? Look for timely opportunities to get your message out. Define your
timely news hook.

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