In-depth Case Study: An Analysis of Cinema and Video Activism

This case study provides an in-depth analysis of cinema and video activism within the context of globalisation and evolving global media systems. It explores the role of media activism, the use of social media, and processes of cultural resistance. The study examines media and cultural theory, focusing on intercultural communication and the impact of social media on cultural values and social consciousness. It also addresses the potential for the spread of misinformation and social conflicts through social media. The case study highlights the importance of engaging with activist publics and fostering relationships through symmetrical communication. The document is available on Desklib, a platform offering a variety of study tools and resources for students.

Case Study: Cinema and
Video Activism

Table of Contents
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................3
Process of globalisation and the evolution of global media systems.....................................3
Rations for choice of case study.............................................................................................5
Understanding of media and cultural theory..........................................................................5
Media activism and use of social media and processes of cultural resistance.......................7
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

Introduction
Media activism refers to a broad category of activism that utilizes communication and
media technology in respect to guiding political and social movements. Out of several methods
of media activism creating audio and video investigations, publishing recent affairs on websites
and organising campaigns are being included. The technique is being used for different purposes
that identify information that is deemed to be provided via mainstream or share censored news
stories. The given report paper is an analysis of case study material that was being researched is
being presented. For the stated analysis relative concepts will also be taken into consideration
that will further deliver a wide scope of information related to the case study (Aguayo, 2019)
(Cameron, 2020).
Main Body
Process of globalisation and the evolution of global media systems
The term globalisation is a process that relates to sharing of information, ideas, services
and goods around the world. With respect to the corporate world, the term has its significance in
an economic context to refer describe integrated economies being marked by the free flow of
capital among countries guided with free trade policies that also include labour markets. For the
stated process, an individual or a group gains specialisation for a certain commodity or a service
that can be traded across the international boundaries of a nation. This allows the flow of
products and services in international trade or a region at a comparatively lower cost or at decent
quality. In addition to this, better terms are being defined with respect to allowing the production
of a product or a service at a much lower cost with referring to lower labour cost and relative
resources such as land or technology resources. In light of the fact that media fulfils various
basic roles in respective society. An effective flow of information within a society can be

ensured with the help of media techniques and models. Under the term, better terms are being
defined in respect to delivering better shape to guide the spreading of information within a
society or a region (Downing, 2018).
The global media system is a technique that establishes a field of international
communication and is based on traditions of political economy. Such type of communication of
information across the region is well argued that global media are being best described as
Western media for global scope. Previously, newspapers, magazines, motion pictures, radio and
news agencies were the most common technique of the global media system. Although, the
contemporary technique includes the use of the internet, television, or portable communication
devices. The dissemination of portable communication devices, first cell phones in the early
1980s and then smartphones in the 2000s, is the most recent stage in the evolution of media
systems (Forde and Wilson, 2018). These have evolved into multipurpose gadgets that can
access media, capture photographs and movies, and contain sensors and global positioning
systems. Users can engage with information systems, such as navigation aid, enabling new types
of mobility. The Internet is likely to be the most major media system transition in history since it
allows numerous media sources and distribution channels. Because so much information is freely
available, there is a quality judgment market fighting for consumers' attention. With visual
components and deeper material, television allowed for a comparable dispersion to the radio.
However, before cable television became accessible in the 1980s, the signals were restricted,
allowing several specialty channels to emerge. Television advertisements established television
as a key medium for mass advertising. By the 1990s, media systems had become highly
concentrated, with single-source supply and distribution channels. Editorials, filtering, and

censorship, on the other hand, were used to regulate the available information to audiences
(Gorman, 2019).
Rations for choice of case study
Media forms are understood with relevance to its concept within contemporary activist
movements. The genre documentary had gained its popularity for almost 15 years now. The
rations for taking consideration of provided case study relative to cinema and video activism also
relies upon the fact that ethics and strategies of the political documentaries have also been
changed in the contemporary world. Through this effective basis will be established in respect to
delivering information to its audience in respect to modern times. Under the information
provided relevance to the modern time age of social media is also being taken into consideration
(Hoey, 2018).
Understanding of media and cultural theory
According to information presented in The French Journal of Media Studies, (2014),
increased attention is being dedicated towards culture for which effective terms are being defined
by media researchers to deliver a presentable format of media data to its audience. Under the
term core understanding of cultural aspects for a region is being developed for which
investigations are being set in accordance to critically evaluate intercultural communication
framework (The Concept of Culture in Media Studies: A Critical Review of Academic
Literature, 2014).
The concept of culture in recent times became highly pervasive and important for which
values of individuals living in society are being taken into consideration. It is being stated that
there is one difference between the use of culture and cultures. The term culture refers to the
theoretical approach used for research, on the other hand, culture defines the object of a study.

Critical intercultural communication aims to overcome these constraints by considering culture's
complex, constructed, contingent, and dynamic aspects. The critical approach to intercultural
communication does not rule out nations as cultural examples. However, it focuses on
determining whether cultural and national representations are linked, how they are linked, and if
these links change through time or depending on the circumstances. Critical intercultural
researchers stress culture as a source of questions rather than answers that can be used to
anticipate people's actions (Limón Serrano and Moya Jorge, 2020).
Most researchers see the idea of culture as unclear, difficult to define and even non-
operational. Despite its bleak reputation, culture continues to be a popular subject of study.
Critical cultural awareness is a useful paradigm for studying cultural representations and
discursive productions because of its influences from theoretical approaches and social
constructionism. The assumption that culture is produced gives a strong foundation for
examining why certain representations appear more powerful or authentic than others. The major
goal of employing a critical intercultural communication paradigm is not to discover what
culture is in and of itself, but to discover how cultural representations become real and via what
processes (Pullen and Franklin, 2020). As a result, research focuses on how we traverse and
make sense of these webs, as well as how they are built, interconnected, and enabled. This
framework's key strength is its focus on problematizing culture, which decreases the possibility
of taking it for granted. Critical intercultural communication invites scholars to reflect on their
own academic and cultural backgrounds as a result. This can help people become more
conscious of where their information comes from, which can assist reduce cultural bias in
academic discourse (Marchetti, 2020).

Media activism and use of social media and processes of cultural resistance
The term activism refers to the participation of youth social actors in the workplace in
respect to resolve a social conflict being raised by a community within society. For the given
term i.e., media activism which is a broader category of activism that utilizes communication and
media technologies for political and social moments. Being involved in the process motive of a
media activist is to spread awareness about any social aspect within a society and is also
sometimes leads to a course of action to fulfil those social goals and objectives (Schiwy, 2018).
By the term, social issues or challenges within a society can be resolved. Under this better terms
can be defined for which productive efforts being produced in the society can be shaped and
effective means of living or representing a culture vice could be highlighted.
Our society's creativity and social consciousness were improved by interacting with
others and exchanging new ideas and opinions on social media. It's also important for any
business since people will utilize social media at some point. Social media has been beneficial to
international business and marketing. The majority of people prefer to shop online. Social media
has allowed various individuals living in the society to expand their respective horizons and meet
new people from other nations. Because social media allows for unrestricted access and
flexibility, it is simple to study breaking or highlighted news prevalent within society. On the
other side, social media has had a bad impact on our culture. In regards to cultural resistance, it
highlights the practice of using symbols and meanings which exist in a culture in respect to
combat and con test dominant power (Zimmermann, 2019). The said practice carries often
constructing a varied vision of the world in process of being involved. This examines better
initiatives by an individual to deliver thoughts and potential ideas within a society. For such
initiations, better efforts can be examined through the active participation of an individual in

respect to any social issue or challenges governing in the social region. For the given term i.e.,
media activism which is a broader category of activism that utilizes communication and media
technologies for political and social moments. Being involved in the process motive of a media
activist is to spread awareness about any social aspect within a society and is also sometimes
leads to a course of action to fulfil those social goals and objectives Furthermore, it can be said
that, social media is treated as an effective platform for which an individual can present its
valuable thoughts and ideas. Social media guides a better platform for an individual in which
shared experience by an individual can be delivered or reached to a region.
For the purpose of being, there are a variety of social media platforms that are made
available to an individual in society. Under this variety of social information can be transmitted
for a society. It aids in providing a better shape of working and decision-making within a society.
Though this wide market area can be captured and better basis of communication can be set. It is
also said that an effective basis of working in society can be established through which
productive outcomes can be derived. Being inclusive of the method effective standards of living
within a society can be established and could be related to social aspects that exist within society.
Since engaging successfully with activist publics impacts an organization's success or failure,
activism is a very significant research issue in public relations. Activism is described as a process
through which groups of individuals apply pressure on organizations or other institutions to alter
policies, practices, or situations that the activists deem undesirable from the standpoint of public
relations. Through collective action, an activist public can assemble a group or individuals to
influence other publics. In this light, public relations, by scanning for concerns and responding to
activity, plays a key role in today's complicated and hectic world. When it comes to activism,
public relations academics have indicated that cultivating ties with activist publics through

symmetrical communication is beneficial. A recent study has also discovered the usefulness of
activism by viewing activists as co-creators of the connection between organizations and their
constituents.
Nearly everybody may post whatever ideas or relative thoughts that are desired to be
conveyed by an individual. There could be potential importance or criticism of using social
media. For the reason being it could be the result in spreading of falsehood which is considered
to be the most common issue determined with scope of using social media sites that might also
create issues in regards to social conflicts or relative challenges being raised between individuals
within a society. In the case of social media activism, a false or misleading post might be shared
thousands of times by well-intentioned individuals. It is critical that individuals read all of the
articles and websites that they share. The fact that the outcomes of social media activity are
minimal is an unjust critique. Several claims that online action was unable to deliver concrete
results within the real world. On the other side, social media has adopted the creation of powerful
social and political movements all over the world. This season of summer, thousands of dollars
have been raised to fund racial justice campaigns. The National Bail Fund, which connects an
independent network of activists around the country, raised an estimated $75 million in support
of people protesting for Black lives. None of this would be possible without social media
(Uldam, 2018).
This engages better communication within society and delivers better terms under which
conflicts or issues in a society can be resolved. Being under the process effectiveness of carrying
social obligations in a society can be taken into consideration. The said practice carries often
constructing a varied vision of the world in process of being involved. This examines better
initiatives by an individual to deliver thoughts and potential ideas within a society. For such

initiations, better efforts can be examined through the active participation of an individual in
respect to any social issue or challenges governing in the social region. Furthermore, it can be
said that, social media is treated as an effective platform for which an individual can present its
valuable thoughts and ideas. Social media guides a better platform for an individual in which
shared experience by an individual can be delivered or reached to a region.
Conclusion
From the analysis of the above report document analysis, it can be concluded that the
global media system has evolved in recent times that also provides its effectiveness in terms of
communicating relevant information within a society. Under the provided analysis, effective
terms are being evaluated for which several observations are being made in respect to
contemporary media cultures. The provided report provided understandings relating to effective
frameworks of activism and its relative workings when approaching social objectives in the
contemporary world. Through the analysis, it can be said that social media plays a vital role in
balancing social factors within a society and communicating important information.

References
Books and Journals
Aguayo, A.J., 2019. Documentary resistance: social change and participatory media. Oxford
University Press.
Cameron, L., 2020. Bodies on Screen: Merging Fat Activism with Feminist Documentary
Filmmaking. Fat Studies, 9(2), pp.163-174.
Downing, J.D., 2018. Social Movement Media and Media Activism. In Oxford Research
Encyclopedia of Communication.
Forde, S. and Wilson, B., 2018. Radical sports journalism?: Reflections on
‘alternative’approaches to covering sport-related social issues. Sociology of Sport
Journal, 35(1), pp.66-76.
Gorman, R., 2019. Feminist Activism and Digital Discussions on Violence Against
Women (Doctoral dissertation, California State University, Fullerton).
Hoey, P., 2018. Shinners, Dissos and Dissenters: Irish Republican Media Activism since the
Good Friday Agreement. Manchester University Press.
Limón Serrano, N. and Moya Jorge, T., 2020. Documentary subversions and migrant agency:
Towards an alternative audio-visual portrait of immigrant communities in the United
States. Catalan Journal of Communication & Cultural Studies, 12(2), pp.197-209.
Marchetti, G., 2020. Feminist activism in the first person: an analysis of Nanfu Wang's Hooligan
Sparrow (2016). Studies in Documentary Film, 14(1), pp.30-49.
Pullen, C. and Franklin, I., 2020. The ‘Undocuqueer’movement and DREAMers: Activist online
space and the affective queer body. Interactions: Studies in Communication &
Culture, 11(3), pp.287-305.
Schiwy, F., 2018. Decolonization and Collaborative Media: A Latin American Perspective.
In Oxford Research Encyclopedia of Communication.
Uldam, J., 2018. Social media visibility: challenges to activism. Media, Culture & Society, 40(1),
pp.41-58.
Zimmermann, P.R., 2019. Documentary across platforms: Reverse engineering media, place,
and politics. Indiana University Press.
Online
The Concept of Culture in Media Studies: A Critical Review of Academic Literature, 2014.
[Online]. Available at: < https://journals.openedition.org/inmedia/768>