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Chapter 1-6: Introduction to Social Change and Communication (Video)

Social Change, Technology, and Communication

  • Change is multi-level: micro (interpersonal), meso (community networks), macro (policy/government and mass media).
  • Technology raises policy and governance questions; change involves consequences and the overall impact (the “so what”).
  • Communication professionals translate issues into messages that resonate with specific audiences; audience analysis is essential.

Key Concepts

  • Social change includes people, machines, and policy decisions; all shape outcomes.
  • Change can be steered at multiple levels and through multiple channels, not just through institutions.
  • The role of communication is to advocate for solutions and influence action, considering who is being addressed.

Example: New York City Neighborhood Change

  • The percent change in area median income from 2005 to 2010 illustrates how migration of young professionals alters neighborhoods.
  • Consequences include shifts in population, amenities (bars, niche restaurants, coffee shops), and activity patterns.
  • This is a lens on gentrification and its local dynamics.
  • Expression: \Delta\text{AMI}{2005-2010} = \text{AMI}{2010} - \text{AMI}_{2005}

Local Context: College Station / Bryan, TX

  • Growth of Texas A&M influences local development, with potential displacement of existing residents and ideas.
  • Students, faculty, and new residents contribute to structural change; long-time residents have experiential insight.
  • Communities discuss including space for change in the process and recognizing multiple perspectives.

Levels of Change in Practice

  • Micro: interpersonal relationships (e.g., block captains) to create change through one-on-one dialogue.
  • Meso: community-based organizations form networks to implement and deliver change.
  • Macro: government policies and funding shape broad change (e.g., flood response, infrastructure, education funding).

Media, Access, and Institutions

  • Local media reach and access have evolved (e.g., subscription to ESPN/SEC Network versus local TV in the past).
  • Institutional leadership (universities, governments) advocates for issues aligned with broader goals and campus/community needs.

Practical Takeaways for Students

  • Identify the target audience: class, educational background, and knowledge about the issue.
  • Tailor research and messaging to the audience; understand who you are communicating to.
  • Recognize that communication advocacy involves proposing solutions that benefit a broader group.

Policy Context and Questions

  • When a university policy (e.g., a TikTok ban) is in place, consider how to explain its rationale, implications, and impact to different audiences.