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Instead of a lecture, you should watch this documentary instead!

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The Propaganda in North Korea Documentary = 2016 Mirror

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https://youtu.be/Yr1PyNY2z8M = GNU Creative Commons This is amazing....have we been fooled?

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Here are some of the most frequently asked questions I received via email regarding the case study:
1. Do I have to come up with my own campaign or is it okay to base my campaign on an existing one?
As is stated in the assignment and the workshop classes, you should think about your own campaign. Do not hand in an analysis of an existing campaign!
2. In the SA if have to tell who developed and who funded the campaign? Should I just make up something here?
No, try to look for organizations and companies who usually fund social issue campaings. Then try to think about a company that would fit your campaign and explain why the would be interested in doing such thing.
3. Can you help me to think about suitable target groups? I find this very difficult
When looking for target groups please try to think about all the different groups involved in the problem of your campaign. Who causes the problem and who contribute and or maintain the problem? It helps to choose specific target groups!
4. What is the difference between knowledge, beliefs, attitudes, social norms and behaviors. I do not get the scedule that I am supposed to fill out in the target group analysis / it is confusing me.
According to the theory of planned behaviour, behavioural intention is caused by three components, namely attitude, subjective norm and perceived behavioural control. The component attitude is dermined by someones beliefs multiplied by the weights of those beliefs. So if someone is positive, negative or neutral towards a behaviour, is determined by what someone thinks is true about a behaviour multiplied by how important he or she thinks that is. Usually beliefs are based on the knowledge someone has (notice that this knowledge does not have to be true). In the target group analysis, I want you guys to write down what the knowledge of each target group is under knowledge. Then under attitude, their beliefs plus how important those are and the sum of this (which forms the attitude) and their behaviour. These three elements should be described for the situation now and after the campaign.
5. Where do I explain why I chose my target groups?
In the target group analysis, before filling out the scedule! Please give arguments here for why targetting these groups will help in achieving the overall aim of the campaign.
6. Can I use the same strategy on multiple target groups?
No. If everything is correct, your target groups have different knowledge, attitudes and behaviours. Therefore, we have to treat them differently. Otherwise we can just make one big taget group out of them.
7. How many pages should the enitre plan be?
Quality is not measured by quantity. If you cover everything that is discussed in the assigment and workshops, have arguments for your choises and sources backing up your arguments, it should be fine.

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During the workshop on 1 December we will focus in the Press Release, please watch this clip in advance

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Uploaded by Service Resources on 2014-03-20.

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* Include a short Situation Analysis in which you briefly explain the situation (problem) you are going to address. If you can find numbers/facts/figures/anything to back up your ideas, that would be perfect!
* In the table in the Target group analysis you include the knowledge/beliefs, attitude and behavior. No percentages yet! You assume that everyone in your target has the same beliefs, the same attitude and shows the same behavior(s).
* Somebody's 'knowledge' consists of the different beliefs they hold about something. The sum of all those beliefs and their evaluation (positive or negative) leads to an overall attitude. This attitude is either negative, positive or neutral, and leads to different behaviors. This is (one of the) focus point(s) for your target group analysis.
* You include tables because they make your report more visually attractive and increases the readability. This means you should not include walls of text in your tables. Keep it short and to the point (maybe even use bullet points). The motivation, the explanation of the content of your tables, etc is something you write separately.
* Make sure your objectives are SMART! Also, derive them from your target group analysis (FUTURE part of your table)
* You focus on different target groups because, among other things, they different beliefs, attitudes and behaviors. They also have different thoughts, interests, watch different shows, play different games (or not at all), etc. Meaning they will also respond differently to different kind of strategies, instruments, etc. Keep this in mind when writing your strategy and when you are selecting instruments.
* Don't forget: in your strategy you should not focus on the individual instruments. So do not (yet) mention 'tv' and 'facebook', etc.
* When you are explaining what instruments you'll use, be as detailed as possible. You are going to use 'social media'. Sure, that's ok. But what specific social media? Facebook? Twitter? And if it's Facebook, what will you do exactly? Will you make use of sponsored ads? Will you use something like 'share this and win something'?
* When you are trying yo figure how how much money you'll be spending, you need to have very specific information about the instruments. For instance, you are not able to calculate how much an ad in magazine costs, if you don't know what the size of the ad is (half a page? A full page? ...?), or if you don't know in how many issues it should run; how will you ever be able to determine the costs of all this? (you won't ;)). This is why you need to be so specific about your instruments (as I mentioned in the previous bullet point).
* Minimize the use of 'I', 'mine', 'we', 'our', etc. It doesn't sound professional.

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For those of you working on the CTP  bees case-study, this might be of interest to include into your situation analysis:

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Germany, which had abstained in a previous round of voting on reauthorizing the chemical's use, appeared to help sway the outcome. Although, Angela Merkel, the chancellor, has been unable to form a coalition government after the country's recent election, the caretaker government swung its support in favor of the weed killer.

Sven Giegold, a member of the European Parliament representing Germany's Green Party, posted a message on Twitter saying that the German vote "a slap in the face for the environment and consumers!"

Glyphosate use has soared in the United States over the past couple decades because it has been paired with crops that have been genetically modified to be resistant to it, allowing farmers to use it to kill weeds after crops emerge from the ground. Although Europe has largely eschewed genetically modified crops, glyphosate has also been the best-selling weed killer there as well.

The herbicide's use became engulfed in controversy after the International Agency for Research on Cancer, part of the World Health Organization, declared it a probable carcinogen in 2015. That spurred a federal case in the United States over claims that it caused cancer, and prompted California to declare it a carcinogen.

The international agency's finding, however, has been disputed by many other government bodies, including two in Europe, the European Food Safety Authority and the European Chemicals Agency. The latest major study, published this month by researchers at the National Institutes of Health, "observed no associations between glyphosate use and overall cancer risk."

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Glyphosate, Top-Selling Weed Killer, Wins E.U. Approval for 5 Years

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Germany, which had abstained in a previous round of voting on reauthorizing the chemical's use, appeared to help sway the outcome. Although, Angela Merkel, the chancellor, has been unable to form a coalition government after the country's recent election, the caretaker government swung its support in favor of the weed killer.

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Literature Lecture 2: Theories of behavioural intention

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Literature Lecture 2: Theories of behavioural intention

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Literature Lecture 3: Psychological consistency

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Literature Lecture 3: Psychological consistency

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Portfolio part 1: the case study assignment

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Portfolio part 1: the case study assignment

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Literature lecture 4: Elaboration Likelihood model

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Literature lecture 4: Elaboration Likelihood model

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If you ignore the monotone voice, this video is really helpful in understanding the Theory of Planned Behaviour ;)

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Please write your questions in the comments!

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The press release will be graded as follows: 10- number or error codes scored. If you have made multiple mistakes in one category of error codes, only one point will be deducted. Good luck!

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Lecture 4: The elaboration likelihood model

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Lecture 4: The elaboration likelihood model

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The Elaboration Likelihood Model Explained

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Literature lecture 7: sequential persuasion

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Literature lecture 7: sequential persuasion

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Literature lecture 9: new media and technologies

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Literature lecture 9: new media and technologies

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Lecture 9- New media and new technologies

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Literature lecture 11: the corporation and its stakeholders

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Literature lecture 11: the corporation and its stakeholders

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Lecture 11- The corporation and its stakeholders

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In lecture 3 we talked about consistency theories and why they are persuasive. If you want to know more about this and other techniques to influence, have a look at this video or read the book influence by Cialdini. Maybe you can use one of these techniques in your campaign or in daily life ;)

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Copywriter and marketeer, Jackie Barrie, explains the classic marketing acronym AIDA, using an example from Zingo. For further tips, please see Jackie's book, 'the Little Fish Guide to DIY Marketing' at http://JackieBarrie.com Transcript There's a classic marketing acronym by the name of 'AIDA' that stands for 'Attention, Interest, Desire and Action' -- because those are the four stages that you want in communication with your target market.

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Here you can find some interesting debates on the refugee topic

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FOR taking more refugees

AGAINST taking more refugees

1. VALUES MATTER

As Europe's Post-War unity, democracy and basic rights come under unprecedented threat, we need more than ever to stand up for our values. Compassion, solidarity, respect for the needy and for minorities, and application of the rule of law are vital. The Geneva Convention on Refugees and other international agreements clearly commit European governments to respect and protect refugees. Violation of such commitments undermines international law and respect for a rules-based world order. Failure to protect families threatened by war, massacre and oppression will erode core values at the heart of European civilisation.

1. BETTER FOR THEM TO STAY CLOSE TO HOME

One day, peace will return to Syria, Iraq and other nations whose citizens are fleeing war and oppression. When that day comes, those countries will need the refugees to return and rebuild. The more refugees become settled down far from their homelands, the less likely they will go back to join that vital reconstruction effort. Before the war, Syria had 31,000 doctors. Now more than half are believed to have fled, many treating patients in Europe. Iraq complains of a serious brain drain as its skilled young professionals form the vanguard of those seeking a new life in the West. Rather than welcoming refugees for re-settlement in Europe, governments should be investing in the long-term future of countries like Syria and Iraq by working for peace and security there, and increasing support for refugees camped in neighbouring countries. We should ensure they have decent living conditions with access to training, education and work opportunities to prepare for the day when they can return to rebuild their homelands.

2. REAL SECURITY

The idea that shutting out refugees will bolster Europe's security is a dangerous illusion. Closing the door to those fleeing violence will increase antagonism, alienation and anti-Western sentiment. Abandoning refugees to kick their heels in Middle Eastern camps will allow resentment to fester and increase the risk they fall prey to extremist recruiters. Ensuring their integration into European society, providing training and opportunities will reduce the danger of them turning to the dark side. Many will eventually return home with an understanding and respect for European values and help build new societies there. Daesh is trying to smuggle operatives into Europe among refugees from Syria, so vigilance is needed, but an over-reaction will be counter-productive. Almost all jihadi terror attacks in Europe have been planned and executed by European citizens or residents. In the United States, the number of refugees admitted since 1980 is 3 million; the number implicated in a fatal terrorist attack since then is zero.

2. IT'S A RECRUITMENT CALL FOR POPULISTS

Welcoming refugees is unpopular with voters. Letting more of them in is a gift for the demagogues challenging Europe's democratic order. Voter unease with Chancellor Angela Merkel's welcome for refugees has fuelled support for the anti-immigration Alternative for Germany (AfD) party. It scored significant successes in five state elections in 2016 by riding public angst over refugees, and threatens to become the biggest opposition party after September's general election. Germany is not alone: populists across much of Europe and beyond have touted the spectre of refugees as terrorists, sex pests, disease carriers, threats to gay rights, Christian values, the welfare state and just about anything else that might win them votes. At a time when Europe's democracy is facing grave dangers, the refugee influx must be curbed to reduce the risk of a lurch to the far-right.

3. ECONOMICS AND DEMOGRAPHICS

In 1960, nations now making up the European Union had an average birth-rate of 2.6. In 2014, the rate had dropped to 1.4 children per woman, well below the 2.1 needed to keep the population from decline. Europe's native population is shrinking fast. That means a declining workforce has to support more older people. The EU's old-age dependency ratio is projected to rise from 27.8% to 50.1% by 2060. There are four solutions: persuade European women to have a lot more babies; raise retirement ages so we all keep working longer; increase taxes to pay pensions; or bring in more migrants. Refugees arriving in Europe are mostly young, willing to do work natives shun and equipped with skills the job market needs. History is full of refugees making successful contributions to their host countries - from successive waves of Europeans fleeing to the United States to escape persecution, to Vietnamese boat people in Australia, or Ugandan Asians in the UK. When the latter group fled to Britain in the 1970s, the reaction from many resembled today's anti-refugee hysteria. Forty years later, a former teenage refugee turned businessman and legislator told parliament how Britons with south Asian roots make up 2.5% of the UK population but contribute 10% of its national output.

3. EUROPE CAN'T COPE

Europe is full. The European Union registered 1.2 million first-time asylum seekers in 2015, and a further 954,000 over the first nine months of 2016. It is simply too many. Our social services, housing departments, health systems and schools can't cope with any more. The influx is concentrated in certain places, creating local tensions, and strains within communities. The absence of a workable re-distribution scheme within the EU, and the unwillingness of refugees to relocate, means some countries and regions are unfairly burdened - Germany and Sweden in particular. The arguments over where to locate incoming refugees places undue pressure on European solidarity. With Britain preparing to split and euro-hostile parties on the rise in other countries, the very fabric of the EU is under threat. It would be foolish to add to those strains by importing more refugees.

IMAGE CREDITS: CC / Flickr - World Bank

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Arguments for and against letting more refugees into Europe - Debating Europe

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FOR taking more refugees AGAINST taking more refugees As Europe's Post-War unity, democracy and basic rights come under unprecedented threat, we need more than ever to stand up for our values. Compassion, solidarity, respect for the needy and for minorities, and application of the rule of law are vital.

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Door in the face technique

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...and a debate on transgender surgery

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Debate.org is a dynamic social community where you can voice your opinion on today's hottest issues.

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Mass Communication : The Hypodermic Theory of Mass Communication

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The hypodermic needle theory of mass communication revolves around the idea that mass media messages are shot into people forcibly. Get more insight into this idea, sometimes known as the bullet theory, with help from a communications professor in this free video on communication.

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If you still do not completely have a feeling what social issue campaigns are about or if you just want to get inspired, please take a look at the following link with 40 interesting examples
https://www.boredpanda.com/powerful-social-advertisements/

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https://www.youtube.com/watch?v=YJPf2E2IPlY&index=16&list=PL4Md37q2OIf2r2K13ZjyXGSJsyD7ntLNk

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Let's further explore the belief in direct, uniform and immediate effects This clip is part of an 8 weeks free online course 'Introduction to Communication Science' given by the University of Amsterdam. Sign up for free at http://mooc.uva.nl

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Lecture 10 - Classification of social media

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Lecture 10 - Classification of social media

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Have a look a this presentation before handing in your press release