Social Change and the News Media

So I really don't know much about Clean Water Action at all. How do they spread their mission? How do they attract followers? Do they use the media in any way to gain support?

Since I didn't know anything about this social change group, I decided to ask my friends if they have heard about them. My friend, Jaymie, had actually experienced a Clean Water Action person come to her door one evening. She told me it was late at night, maybe around 9:00 PM and it was already dark. When she opened the door to see who was knocking at her door at such an hour since she wasn't expecting anyone, a young girl in her late 20s/early 30s with blonde hair was standing outside her door. She greeted her very nicely and began to introduce herself by telling her name and Clean Water Action. She showed that she wanted to establish that personal contact by telling her name and asking for Jaymie's name. This really appeals to people because it puts you on the same level by establishing that connection/foundation.

Next she started asking her if she cared about her nation's waters. Do you care about having clean water for yourself? For your family and friends? For future generations? How about the aquatic animals undersea, do you care about their well being? Do you care about your state? Do you care about democracy?

All of these questions were questions that were hard to say "no" to. Naturally, my friend couldn't say "no" either, but she did tell me that she didn't find the woman to be annoying. So the woman proceeded to tell her about Clean Water Action, its mission, and the good that they do. She talked about how their cause was so important and helpful to all of the things she talked about earlier. She also talked about how writing a letter to their local congressman was a necessary action in getting their voices heard. Finally at the end of her informative speech, she asked if my friend wanted to write a letter to our local congressman. This seemed to be her main focus. She wanted Jaymie to get her voice heard about these important issues by writing a letter to the local government.

Jaymie ended up writing a letter and even giving a small donation. The woman did ask for a contribution of any amount, but didn't really stress this part. Jaymie told me that they weren't annoying and demanding like other groups she's experienced on campus. They weren't as aggressive about getting people to do things for their cause. She said that this was the main reason she gave her time and money to CWA. She found them to be very congenial and non-demanding; she really appreciated their approach.

In class, the topic for the week is Social Change and News Media. Two of my classmates talked about the relevance of social change movements and the news media. Media has the power to help the goals of social change groups. Everywhere we experience billboards, television advertisements, radio ads, print ads in magazines, celebrity endorsements, etc. all trying to get us to support a cause. Some groups are more effective than others? For my social change group, I haven't observed them in the media. So what is it that they focus on in order to make themselves known? Is this door-to-door tactic their main persuasive technique? Their only technique? If so, why? What makes it so effective over the new technology that our world and society has come up with? Their are so many different forms of media to advertise with.

On the other hand, from the experience that my friend had with Clean Water Action, it seemed like it worked very well with her. So they're probably doing something right.