Community Engagement Online and in Physical Spaces for American Press Institute

Community Engagement
Using digital and physical practices for journalism and information exchange
Dr. Michelle Ferrier, Executive Director, Media Innovation Collaboratory
Media Innovation Collaboratory, Dr. Michelle Ferrier, April 2020 for American Press Institute

Dr.Michelle
Ferrier
• Digital Content
Architect
• Digital Ethnographer
• Digital Community
Developer
Executive Director, Media
Innovation Collaboratory
Professor, FAMU School of
Journalism & Graphic
Communication
Virtual Vines: Using
Participatory Methods to
Connect Virtual Work with
Community-Based
Practices
MediaDeserts.com

Listening,
Dialogueand
Action
COMMUNITY ENGAGEMENT
 Creating dialogic spaces for listening, engagement,
problem solving and connection.
DIGITAL ETHNOGRAPHY
 Creating tools to identify, target, describe, and shape
the ”communities” you are reaching online.

Technological Challenges
• Internet connectivity: Either data is expensive data or there
is bad internet infrastructure, making it hard to connect.
• Lack of humanness. Video/chat become one dimensional no
matter how many emojis you use.
• Security. Individuals may default to using commercial,
vender-lockin, tools because they just work, but they are
more susceptible to surveillance.
• Multiple Platforms Used: It’s difficult at times to get
everyone on the same communication platforms.
• First-Timers: Many folks are using online conference tools
for the very first time and don’t know how to use them. They
are getting frustrated because there are so many problems
associated with the events they are organizing.
Challenges to
Cultivating
Community
Online
Technological Challenges
• Internet connectivity: Either data is expensive data or there
is bad internet infrastructure, making it hard to connect.
• Lack of humanness. Video/ chat become one dimensional
no matter how many emojis you use.
• Security. Individuals may default to using commercial,
vender-lockin, tools because they just work, but they are
more susceptible to surveillance.
• M ultiple Platforms Used: It’s difficult at times to get
everyone on the same communication platforms.
• First-Timers: Many folks are using online conference tools
for the very first time and don’t know how to use them.They
are getting frustrated because there are so many problems
associated with the events they are organizing.
Challengesto
Cultivating
Community
Online

Building Trust and Community
• People may become more isolated because of depression,
anxiety or other mental health reasons that may be
exacerbated.
• It’s so much more difficult for new folks to enter the circle of
trust, as this usually requires a confidante to guide you, but
almost impossible to do online.
Challenges to
Cultivating
Community
Online

Maintaining Engagement/Continuity
• Face-to-face is so important to both welcome and onboard
new folks.
• Diversity and bringing in new communities will be
impacted.
• It’s so difficult to create opportunities for networking,
spontaneous conversations, and meeting new people. In
other words, it’s hard to create space that leads to random
side conversations and collaborations like they do in
conferences.
• It’s hard to maintain momentum in virtual conversations
and activities due to delayed responses caused by any
number of things, ranging from technology errors to family
interruptions.
• While folks are trying to mimic physical meetups, its not
the same and impacts collaborations.
•
Challenges to
Cultivating
Community
Online

JournalismThat
Matters
ENGAGEMENT
FRAMEWORK

COMMUNITYSOCIALDASHBOARD
Digital Ethnography Work: Social Dashboard/User Personas to Target Online Engagement

USERPERSONAS
A way of making visible different user
groups discovered through digital
ethnography work and engagement in
real life.
We looked across 20+ counties in SE
Ohio and examined the types of people
that we saw online. We dove into their
profiles to come up with user personas
of their needs, hopes, media literacy
and other needs.
Digital Ethnography Work: Social Dashboard/User Personas to Target Online Engagement

USERPERSONAS
We designed targeted
news/information and
health communication
strategies to reach
each user persona.

TARGETED
CONTENT
MAILING/REPLY
CARD

EVERY
DOOR
DIRECT
(EDDM)
SURVEY

EVERYDOORDIRECT:INCLUSIVESURVEY

 Social media is inexpensive, fast and easy to produce.
 One narrative should be pushed out over and over again
across different audiences.
 Conduct strong audience analyses and bring cultural
social norms and policies into your narratives.
 Ensure that audiences are able to see their lived reality
through your media messages. The easiest way to do this
is to allow others to tell their story for you.
ENTERTAINMENT-
EDUCATION AND
PUBLIC HEALTH

MARCHModelofBehaviorChange
 The Centers for Disease Control and the International Partnership
Against AIDS in Africa launched the Leadership and Investment in
Fighting an Epidemic (LIFE) and developed a new E-E strategy
called the MARCH model initiative.
 This strategy sets to influence audience behavior through a
combination of mass media transmission, as well as community
reinforcement and participation.
 There are four key elements of the MARCH model: progression of
change over time, the use of E-E as a vehicle of modeling, use of
modeling in program content, and the creation of character models
similar to the target audience. These interventions are not intended
to result in quick behavior changes, but are designed for setting up
long-term models lasting for months.
ENTERTAINMENT-
EDUCATION AND
PUBLIC HEALTH

Dr.Michelle
Ferrier
• Digital Content Architect
• Digital Ethnographer
• Digital Community
Developer
”Building Community
through Communication”
Professor, FAMU School of
Journalism & Graphic
Communication
@mediaghosts
report@troll-busters.com
michelle.ferrier@gmail.com
https://www.semanticscholar.org/paper/Further-Down-the-Virtual-Vines%3A-Managing-Work-in-
LeGreco-Ferrier/f7f68632db1192cac9d6c5b3090015196e6abdc9Media Innovation Collaboratory, Dr. Michelle Ferrier, April 2020 for American Press Institute

MARCHModelofBehaviorChange
 Perhaps most importantly behavior change in the MARCH
model is built on two principles: modeling and reinforcement.
Modeling shows people how to change and reinforcement
supports them in these efforts. The strategy also utilizes two
main components: broadcast media and interpersonal
community mobilization.
 A unique feature of the MARCH model is an interpersonal
community mobilization component. The idea of
interpersonal reinforcement is that programs train key
leaders in the target community about the initiative.
 Reinforcement activities may also include holding listening
and discussion groups, as well as community activities such
as meetings or road shows.
ENTERTAINMENT-
EDUCATION AND
PUBLIC HEALTH

Community Engagement Online and in Physical Spaces for American Press Institute

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Community Engagement Online and in Physical Spaces for American Press Institute