Over the weekend I led a session as part of a workshop camp training youth media advocates for ReachOut.com. ReachOut.com is an advocacy group that seeks to raise awareness about issues relating to youth mental health and suicide, and is part of Inspire.org.au. I was very happy to donate my Saturday morning and the couple of days it took to put together my session. Like most people, I’ve had some personal experience with a loved one struggling to overcome the ‘black dog’. It has been good to see depression and mental health issues receive proper media attention over the last few years as struggles with mental health issues transcend social and cultural boundaries.
In my session I introduced the youth advocates to the concept of a ‘complex media environment’. It builds on well established concepts within media studies from key figures such as Marshall “The medium is the message” McLuhan (see this video of McLuhan in Australia from ABC Open) and Neil “Media Ecology” Postman. The key outcome from my session was to get the advocates to realise that as media advocates they are no longer simply ‘consumers’ of media content, but nor are they properly ‘producers’ within the media industry. Instead, they are somewhere in between, what I described as being ‘operators’.
ReachOut.com’s own media advocacy kit for the workshop was put together (EDIT: 13/12/11) under the direction of co-manager Nathalie Swainston by Phoebe Netto and it is a brilliant practical guide for working with journalists and other content producers within the media industry. For example, it presents the well known values of news worthiness (timeliness, proximity, impact, etc) in an inverted form so media advocates know how to position their message so as to be useful for journalists working on producing a story.
I built on the media advocacy kit by reaching out to the youth media advocates’ existing mode of engagement with the media — as mostly ‘crticial consumers’ — to point out ways this could be extended and intensified so as to spot and plan for ‘opportunities’ for their message. I focused on two methods for doing this. The first involves working within the constraints of the journalistic ‘news cycle’ and also tracking the rhythm of the media activities of other social institutions, such as governmental authorities or the NGO sector publishing relevant reports.
The second involves appreciating the strucutral dimensions of the media industry. The commercial media industry basically operates as an ‘apparatus of capture’: it produces content so as to ‘capturre’ an audience, and then sell this audience to advertisers (or others). The questions the media advocates need to work through are, what sort of audience can I help produce and who would want the traffic/metrics/listeners/viewers/readership that my message can help deliver? The session after mine was delivered by the lovely and talented Pheobe Netto (who also took the phone camera snap above during my presentation!) and it was about the practical skills of crafting one’s media message. The ‘complex’ bit of the ‘complex media environment’ comes from the structural changes that the Australian media industry has undergone over the last decade or so. There are increased opportunities for engagement for those with the necessary skills to turn out good copy for many media outlets.
One of the qualities of this complex media enviroment that I discussed in my session was the way media stories can cascade across multiple channels and platforms. Most people are familiar with the concept of an ‘echo chamber’, but a more general example of a similar phenomenon is the way various media outlets will pay attention to what other media outlets are reporting on. This doesn’t only happen amongst competitors (or ‘co-opetitors’) but also sub-jacently related channels, such as local radio stories picked up by larger ‘talkback’ radio, picked up by print journalist, picked up by TV journalists, etc.
I think it was a very good day and the feedback I’ve received from participants is that they found my session to be very productive.