chapter 4
To Whom?
Project Audience
Project Audience
Another key question we need to answer is: For whom are we creating the project?
Agree, there is a difference between sending a message to victims of conflict to provide psychological support and inform them about rehabilitation opportunities, or aiming to influence regulation, where the audience would be legislative bodies.
It is crucial to clearly envision who exactly will become the viewer of our project: where they live, what their habits are, what they do and are interested in, what they seek, and what they strive for. With knowledge of the key categories of the audience, we can correctly choose the language and style of the content and, most importantly, the form of the product and the promotion channel.
Imagine that the audience of the project is elderly people living in rural areas. An appropriate channel would be a series of short documentary films on television. A completely unsuitable format would be an interactive mobile application.
Agree, there is a difference between sending a message to victims of conflict to provide psychological support and inform them about rehabilitation opportunities, or aiming to influence regulation, where the audience would be legislative bodies.
It is crucial to clearly envision who exactly will become the viewer of our project: where they live, what their habits are, what they do and are interested in, what they seek, and what they strive for. With knowledge of the key categories of the audience, we can correctly choose the language and style of the content and, most importantly, the form of the product and the promotion channel.
Imagine that the audience of the project is elderly people living in rural areas. An appropriate channel would be a series of short documentary films on television. A completely unsuitable format would be an interactive mobile application.
KEY CATEGORIES OF THE AUDIENCE FOR PROJECTS ON SENSITIVE TOPICS:
1
Victims of conflicts, social inequality, and discrimination.
2
Potential victims: people in risk zones.
3
Indirect and direct participants of conflict situations.
4
Passive, active, and potential “observers.”
5
Society as the environment in which conflict occurs or occurred.
6
Government bodies that can influence the outcome of the conflict situation.
1
Victims of conflicts, social inequality, and discrimination.
2
Potential victims: people in risk zones.
3
Indirect and direct participants of conflict situations.
4
Passive, active, and potential “observers.”
5
Society as the environment in which conflict occurs or occurred.
6
Government bodies that can influence the outcome of the conflict situation.
#VICTIMS OF CONFLICTS, SOCIAL INEQUALITY, AND DISCRIMINATION:
The project #StolenMemory, through stories of victims of Nazi concentration camps, not only documents history through digital media but also, using high-quality, professional, and impactful material, gathers a community around the project to search for and return items confiscated by the Nazis to the families of the victims.
#POTENTIAL VICTIMS:
Interaction with a foundation that carries not only a charitable function but also an educational one to prevent human trafficking of women.
#INDIRECT AND DIRECT PARTICIPANTS OF CONFLICTS:
Virtual reality can help feel immersed in a tense situation and evoke empathy towards the subjects.
#PASSIVE, ACTIVE, AND POTENTIAL “OBSERVERS”:
The project The People vs. Rubber Bullets raises the question of the ethics and humanity of using kinetic impact munitions by law enforcement as an alternative to firearms.
#SOCIETY AS THE ENVIRONMENT IN WHICH CONFLICT OCCURS OR OCCURRED:
Love Radio is a transmedia documentary project about the process of reconciliation in Rwanda after the genocide. It tells the story of Musekeweya, “New Dawn,” a popular radio series created to prevent new outbreaks of violence.
#GOVERNMENT BODIES IN THE COUNTRY
WHERE THE CONFLICT IS UNFOLDING:
WHERE THE CONFLICT IS UNFOLDING:
After the project’s films revealed the truth, legislative acts in some countries were changed.
UNDERSTANDING THE PROJECT’S AUDIENCE ALLOWS:
1
Choosing the appropriate communication channel.
2
Creating the appropriate form for the project, both in terms of narrative language and style.
3
Planning and calculating possible resonances after project publication and the risks associated with them.
4
Developing and organizing a communication strategy and promotion stages for the project.
1
Choosing the appropriate communication channel.
2
Creating the appropriate form for the project, both in terms of narrative language and style.
3
Planning and calculating possible resonances after project publication and the risks associated with them.
4
Developing and organizing a communication strategy and promotion stages for the project.
The Why project is implemented on several platforms at once; it is shown in cinemas, at special screenings, and on national television in many countries.
P2P APPROACH
(PERSON TO PERSON)
(PERSON TO PERSON)
Building communication with the audience should occur according to all the principles of live and personal communication, as if one person were speaking to another. Every effort should be made to "de-virtualize" the experience and the tone of communication. It is not your product speaking to a person, but you personally as the author (or as a collective of authors) speaking to the viewer through the project.
Chapter 3
MODERN MEDIA CONSUMPTION
Chapter 5
STORYTELLING