com 474: gosocial! nevada
TRANSCRIPT
Running head: GOSOCIAL! NEVADA MEDIA LITERACY CAMPAIGN 1
COM 474 Communication user project
Group members: Lauren Blackwell, Taylor Reeves,
Bryan Lane Jr., Vinette Ly, Marissa Cervantes
Media Literacy Campaign: Put down the phone
GOSOCIAL! NEVADA MEDIA LITERACY CAMPAIGN 2 Company Information
Our company, GoSocial! Nevada is a nonprofit organization with the mission of
increasing the media literacy of society by bringing awareness to the dependency our society has
on technology. GoSocial! Nevada was founded by a group of five college students who came up
with the idea to start a social movement encouraging their classmates to stop relying on their
phones and technology in social situations. We are not looking to tell society what to do, but
instead are looking to simply make people think about the choices they make on a daily basis
surrounding their media consumption. Our company is looking to start a social movement, via
social media, encouraging society to be more aware of their dependency on technology and to
think twice when they pull out their phones in social situations.
Mission Statement
We strive to make people think twice about relying on technology in social situations and
encourage students to put down the phone and enjoy life around them.
Short Description
Students encouraging students to break out of their technology bubbles and GoSocial!
Vision
When on campus, or in any social setting, we want to see more people interacting with
each other than with their phones. Reaching this goal takes education, and we want to alert
students about this problem and increase their awareness about this issue. We want our media
literacy awareness campaign to start with the students at the University of Nevada, but our
ultimate goal is to see it expand past our school and reach a broader scope.
GOSOCIAL! NEVADA MEDIA LITERACY CAMPAIGN 3 Why GoSocial! Nevada?
Go Social! is a campaign to help the milleniums become aware of how attached
they are to their cell phones and the lack of facetoface communication. Our campaign
relates to the interaction of faceto face communication within our society and the
dependence on our cell phones. There has been an influx of studies and news articles
looking at the relationship between social anxiety and social media and technology use
(Hampton, Goulet, Ja Her & Rainie, 2009; Kraut, Patterson, Lundmark, Kiesler, Mukophadhyay
& Scherlis, 1998; Pierce, 2009; Przybylski, Murayama, DeHaan & Gladwell, 2013; Ryan,
Chester, Reece & Xenos, 2014; Thomée, Härenstam & Hagberb, 2011; Valenzuala, Park & Kee;
Wallace, 2014; Weeks, 2012; White, 2008). Research has been conducted from multiple
sources on facetoface communication and on the distractions that cell phone use has
created in our communication.
According Hampton, Goulet, Ja Her, and Rainie (2009), few Americans are socially
isolated. Fiftyeight percent of people use facetoface communication as their predominant way
of communicating with others (Hampton et. al., 2009). About 30 percent of 1822 year olds use
social networking to reach 90 percent of their core contacts which indicates the importance of
communication on phones (Hampton et. al., 2009). While social media may increase social ties
between people because of easy access to communication, there are downfalls to constant
interaction with people online rather than in person. According to an article by Shea Bennet in
adweek that discussed the topic of social media addiction conducted that 18 percent of
social media users can't go a few hours without checking Facebook (Bennet, 2014). These
statistics are relevant to GoSocial! Nevada because they recognize the amount of cell
GOSOCIAL! NEVADA MEDIA LITERACY CAMPAIGN 4 phone use used by everyone. Kraut, Patterson, Lundmark, Kiesler, Mukophadhyay, & Scherlis
(1998) found that during the first two years online participants’ internet use led them to having
less social engagement and poor psychological well being.
The landscape in which we communicate with each other is evolving. Weeks (2012)
states that “before our very eyes, [Mary Stairs Vaughn, a professor of communication studies at
Belmont University in Nashville, Tenn.,] says, the realms of interpersonal communication and
mass communication are converging. People today have the opportunity to "brand" themselves
via Facebook status updates and tweets, Vaughn says, "so now instead of talking to each other,
they're more likely to read about each other."
According to Fox and Raine (2014), the use of cellphones in the United States has risen
from 53 percent in 2000 to 90 percent in 2014, and the ownership of smartphones rose from 35
percent in 2011 to 58 percent now in 2015. The Pew Internet Project’s social networking
factsheet (2015) shows that 40 percent of cell phone owners use their phone to access social
networking sites, and 28 percent of them access social networking sites on a typical day. The
research conducted by the Pew Internet Project reports 90 percent of internet users between the
ages of 1829 (Millennials) use social networking sites as of 2013, rising from 9 percent in 2005
(Social networking fact sheet, 2015).
There is something to be said for putting down the phone and just enjoying the people
around you, and we want to make people think about that. One of the biggest social media
trends of the past year has been the emergence of JOMO over FOMO, or the joy of missing out
over the fear of missing out (Eyal & Lumen, 2015). According to Eyal and Lumen (2015),
‘“FOMO was added to the Oxford English Dictionary in 2013, and “refers to the feeling of
GOSOCIAL! NEVADA MEDIA LITERACY CAMPAIGN 5 ‘anxiety that an exciting or interesting event may currently be happening elsewhere.’” There is a
need for people to always be in the know about the activities of their peers and not miss out on
anything (Wallace, 2014; White, 2008). This is a problem because when people have
FOMO they have the tendency to feel anxiety and always need to be around their phone
because that is their way of knowing everything is going on and the main form of their
communication. Our goal is to get our generation to reevaluate its constant media
consumption and improve facetoface interactions among individuals in a social
environment.
Target audience
Our campaign will be targeted toward Millennial students at the University of Nevada,
Reno. We believe this is a prevalent issue among students at our university and something that
has the ability to change among this group with more awareness.
The Millennial demographic comprises of 1825 year olds, those who are either currently
in college or have recently graduated (Taylor & Keeter, 2010). According to Pew Internet
Project’s social networking factsheet (2015), 90 percent of Millennials have a profile on a social
networking site. They are part of the demographic that grew up during the social media
revolution. The changing media landscape caused Millennial youths to develop a tendency
toward using technology as a safety net in social situations that has created a habit of relying on
phones in a potentially awkward situation (Pierce, 2009). We want our audience to think more
critically about their social interactions and whether or not they should pull out their phones.
The Millennial generation is at such a place in their lives where they are the nations’ next
influential group of individuals (Taylor & Keeter, 2010). Targeting Millennials for our
GOSOCIAL! NEVADA MEDIA LITERACY CAMPAIGN 6 campaign can allow for a more longterm impact because this demographic is the next wave of
business professionals and the next wave of parents (Taylor & Keeter, 2010). Millennials have
the ability to influence the habits of future generations and can help to shape a new media
landscape (Taylor & Keeter, 2010). By being more aware about how we interact now,
Millennials can teach future generations to be more aware of their tendency to use
phones/technology in social landscapes instead of meeting new people and developing better
interpersonal communication skills.
Campaign significance
This campaign, we believe, will play an integral role in helping to spread awareness
among students at the University of Nevada, Reno that there is a problem with way we rely on
our phones in social environments. Our campaign is trying to get the message across to students
that there is a problem with the way we interact in our facetoface communication while in
social environments. There is a lack of attention when people interact facetoface because they
are consistently engaging more with technology and their phones in these facetoface situations
than the people they are with. This problem can be solved by encouraging students to put down
the phone and be in the moment when they are engaging in facetoface interactions with their
peers. We are not trying to halt all social media use altogether, but rather create a community
where being social carries more meaning in interpersonal, facetoface communication than with
online communication on social networking sites.
The basic premise of our campaign is to spread awareness about the problem and
encourage students to take it upon themselves to fix it in their own lives. We decided to use
social media as the basis for our put down the phone campaign as a way to reach our audience.
GOSOCIAL! NEVADA MEDIA LITERACY CAMPAIGN 7 We believe using social media for our cause will have the same effect as a billboard on a freeway
telling people not to text and drive. The basic idea behind not texting and driving is not driving
distracted; the billboards themselves are distracting to drivers, but seeing a reminder to not text
and drive makes the driver think twice about texting and driving. This is our goal with our
campaign. We want individuals who see our posts to think twice about whether or not they
should be on social media networking sites in that moment. The social media will also act as the
driving force encouraging students to attend our end of the campaign event, where we will bring
students together and engage in a discussion about the problem and how students can fix it.
GoSocial! Nevada Social Media Campaign
GoSocial! Nevada launched a multimedium social media campaign to promote our cause
and advertise our event. Our plan is to use social media as a way to reach the target audience of
Millennials, because they are known as the social media generation (Taylor & Keeter, 2010).
GoSocial! Nevada’s Put Down the Phone movement is a media literacy campaign focused on
encouraging Millennials to put down the phone in social situations. The GoSocial! Nevada media
awareness campaign was composed of visual advertisements for social media content
(Appendices AG, as well as videos and surveys.
Step one of our campaign included our selfevaluation of our own social media and
technology consumption, coupled with producing a video on February 22 about our campaign.
In order to jumpstart our media literacy campaign, the members of GoSocial! Nevada
documented the amount of times each of us checked our phones to look at social media (this
includes playing games) or looked to see if we received any notifications. We documented
these numbers within a twelvehour window of time from starting when each member woke up.
GOSOCIAL! NEVADA MEDIA LITERACY CAMPAIGN 8 We learned that, as a whole, we check our phones at unnecessary times and rely too much on
technology.
We then used the data we collected as inspiration for a video explaining the premise of
GoSocial! Nevada and the motives behind it. The video was used to explain our campaign and
give our audience a more indepth look as to what GoSocial! Nevada is. It consisted of
interviews from each member of the group about GoSocial! Nevada and what it means to them,
as well as personal testimonials and pet peeves about technological dependency of our
generation and interacting with people in social settings. The video started with shots of us
introducing ourselves in a sort of “technology dependents anonymous” style, discussing our own
personal dependencies we’ve come to realize. This helped to show students that we realize we
face the same problem as them, and it is up to all of us as individuals to come together and fix it.
It then moved into our own pet peeves about interacting with people in social situations, and
follow with personal accounts of what GoSocial! Nevada means to us as individuals. The last
component of the video will consist of the group coming together to explain what the campaign
is and why we think it is important. The video will then conclude with a calltoaction with the
group members encouraging others to GoSocial!. The launch video was posted on March 9 and
acted as the driving force to increase our social media audience (see Appendix H). The video
was posted on the Facebook page we created for GoSocial! Nevada as a way to get out
information about our cause.
In addition, we collected data via an online survey on Survey Monkey as a baseline to
determine how often students at Nevada are on their phones and social media to look at their
media use (see Appendice IL). The survey was posted on Facebook and shared with students at
GOSOCIAL! NEVADA MEDIA LITERACY CAMPAIGN 9 the University of Nevada. The survey contained questions surrounding how often students use
various social media networking sites, how many followers they have for each site, how students
can be more social on campus, and what GoSocial! Nevada means to them.
On the Facebook page, we created content based on studies or any articles in the news
relevant to our campaign topic (see Appendix M). The Facebook also contained a photo album
of students who pledged to GoSocial! and take a picture with our sign. We also used Twitter as a
way for the company to share tips about staying off the phone in social situations where it is not
necessary (see Appendix N). In addition, we created an Instagram account as a host for our
#gosocialnevada campaign that will encourage students to put down the phone in social
situations with visually appealing content (see Appendix O). The visual component of the
campaign was hosted through Instagram, which was linked through Facebook and Twitter, and
acted as our own version of social media “billboards.” Each advertisement consisted of a
highlighted awareness message, as well as the logo for GoSocial! Nevada and our hashtags (see
Appendices AG). All of the social media accounts were used to promote our final event at the
end of the GoSocial! Nevada media literacy campaign.
The GoSocial! Nevada media literacy campaign concluded with a speed friending event
to encourage students to get to know each other without their phones. This event served as our
final message to the student population at the University of Nevada, Reno. The goal of this
event was to provide students with an environment where they can get to know new people,
without the distraction of their phones or social media.
In order to promote our event, we tabled outside the Joe Crowley Student Union on April
14 and April 16 from 1 p.m. to 3 p.m. to spread awareness about our campaign and encourage
GOSOCIAL! NEVADA MEDIA LITERACY CAMPAIGN 10 students to GoSocial!. During our tabling, we encouraged students to take a picture with our
pledge sign (see Appendix P) and fill out a survey about GoSocial! Nevada (see Appendix Q) .
This survey asked students to evaluate GoSocial! Nevada by asking them when they first heard
about the campaign and whether or not they believe it is important. In addition, we also
distributed flyers for the speed friending event to the students who pledged to GoSocial!.
In order to get our message out to a larger audience of students and further promote the
GoSocial! Nevada speed friending event, we also compiled a video of students around campus
talking about GoSocial! Nevada and what the campaign means to them (see Appendix R). The
video portrayed students on campus giving personal testimonials about people using phones in
social environments. Following the testimonials, the video featured the students describing what
GoSocial! Nevada means to them. The finale of the video showed students pledging to
GoSocial! and encouraging others to do so as well. This allowed us reach a broader scope of
individuals as we were able to expand out of our own online social networks and into others’
networks as well. The video was posted to our Facebook on Monday, April 20 to increase
awareness about the campaign movement and the event occurring later that week.
The GoSocial! Nevada speed friending event was held on April 23 from 6 p.m. to 7 p.m.
in the Graduate Student Lounge on the 3rd Floor of the Joe Crowley Student Union. The event
comprised of tables and chairs to facilitate the speedfriending opportunity, where students sat
across from one another and get to know each other for two minutes before moving on to the
next person. Students were told to find a chair when they arrive, which were labelled either A or
B. The GoSocial! Nevada facilitators gave each pair of students sitting across from each other
two minutes to get to know one another; talking point suggestions were provided at each station
GOSOCIAL! NEVADA MEDIA LITERACY CAMPAIGN 11 with icebreaker questions such as, “what’s your favorite quote” or “if you have any superpower,
what would it be.” After two minutes, the facilitators directed all of the students sitting in a chair
labelled “B” to rotate to the next station. This process continued until each student labelled “A”
met each student sitting in a “B” chair. At the end of the event, each student was also given a
survey to fill out evaluating the campaign’s importance (see Appendix Q). The goal of the speed
friending event was to encourage students to get to know their fellow students and give them an
environment to interact without technology.
“Put Down the Phone” Campaign Objectives
Throughout the course of our “Put Down the Phone” campaign, we want to:
Gain at least 100 followers on each of the GoSocial! Nevada social media outlets
by the end of the campaign.
Have at least 75 posts (images) with people on campus pledging to GoSocial!
Nevada.
Have at least 30 respondents to our survey
Have at least 30 attendants at our GoSocial! Nevada speed friending event at the
end of the campaign
Evaluation
Our GoSocial! Nevada campaign ran throughout the course of the semester and served as
an awareness campaign for University of Nevada, Reno students to put down their phones in
social environments. Our media awareness campaign targeted students at the university through
multiple mediums (social media, wordofmouth, facetoface interactions, and a special event).
The campaign sought to act as a reminder for students to spend less time with their phones and
GOSOCIAL! NEVADA MEDIA LITERACY CAMPAIGN 12 more time being in the present when in situations of interpersonal, facetoface communication
environments.
GoSocial! set forth a series of objectives that would serves as a meter for campaign
effectiveness based upon whether or not they were met. The objectives are as follows: Gain at
least 100 followers on each of the social media outlets, have at least 100 images of people
pledging to GoSocial!, have at least 30 respondents to our surveys, have at least 30 attendees at
end of campaign speed friending event. At the end of our campaign, we had 111 page likes on
Facebook, 225 followers on Instagram and 54 followers on Twitter. In the beginning of our
campaign, we found that Twitter was not the most effective way to reach our audience, so we
mainly focused on Facebook and Instagram, where we reached our objective. We had a total of
116 pictures of people pledging to GoSocial! in our Facebook album. In some pictures, we had
groups of people pledging so we passed the objective of 116.
Of the students that participated in the presurvey, 7 were females, 8 were males, and 1
was nondisclosed (see Appendix I). Additionally, 2 participants identified as 2 sophomores, 7
identified as juniors, and 7 identified as seniors at the University of Nevada, Reno. The results
of the survey showed that 25 percent of the respondents spend 03 hours per day on their phone,
50 percent spend 47 hours per day on their phone, 12.5 percent spend 811 hours, and the last
12.5 percent spend 12 plus hours per day on their phone (see Appendix J). The respondents
spent less time on social media per day than on their phones; 31.25 percent spend 03 hours,
43.75 percent spend 47 hours, 25 percent spend 811 hours per day on social media, and none of
respondents spend more than twelve hours per day on social media (see Appendix J). The
survey also showed that most of the respondents had between 6001000 plus Facebook friends,
GOSOCIAL! NEVADA MEDIA LITERACY CAMPAIGN 13 0600 Instagram followers, and 0400 Twitter followers (see Appendix K). Respondents were
also more likely to use their phones in the elevator or walking to class than at a meal with friends
or family (see Appendix L). The presurvey helped us gage how often people are on the phone
and the social media presence of the Nevada students.
When reaching out to students through the tabeling efforts to promote the speed friending
event, we received positive feedback from almost all of those that we talked to about GoSocial!
Nevada and what it means for the Nevada campus. Everyone we interacted with agreed this was
a problem, and was interested in what we were doing with the campaign. Through our social
media postings, we sparked intrigue among those who viewed our content and found that many
view the campaign as a movement that is beneficial to how people interact with each other
facetoface around campus and in their lives. People would comment on our post to show
support, or come up to us in person to see how they can participate. In addition, we were also
approached by ASUN officials who commended the efforts of the campaign and discussed the
possibility of continuing GoSocial! Nevada around campus past the end of our scholastic
endeavors for GoSocial!.
We had 24 people take our postsurvey (see Appendices SU). Of the students that
responded, we had 16 males and 8 females, 1 identified as freshman, 5 identified as sophomores,
11 identified as juniors, 6 identified as seniors and 1 identified as a grad student. When we asked
on a scale of 110 (10 being very important) how important is it for students to GoSocial! and put
down their phones in social situations we received an average of 8.06. This showed that our
campaign was important to Nevada students and they agreed that this is a problem.
GOSOCIAL! NEVADA MEDIA LITERACY CAMPAIGN 14
In the survey, we also asked what are some suggestions they would have for Nevada
students to GoSocial!. The most common answer was attending campus events, and the second
was talking to people. It is important to be involved on campus and supportive by attending
events. This is also an easy way to GoSocial!.
GoSocial! Nevada was founded because we saw a problem not only with the social
interactions and technological dependency of others, but also a problem with how we personally
rely on our phones when in social situations. We wanted to show students that there is problem
with our generation and how we interact more with our phones than with our peers. GoSocial!
Nevada used social media and new media to reach our target audience and promote the
campaigns efforts. The premise behind using social media to encourage students to put down
their phones was to act as an awareness reminder. The goal of this was to integrate our message
of putting down the phone into an online setting that acts as one of the distractions people use
when they should potentially be interacting facetoface. We received feedback on our social
media that the message was contradictory, which may have hindered the success of the message
GoSocial! Nevada created to make the audience more aware of the problem being addressed.
However, when students came across put down the phone messages embedded into the
GoSocial! Nevada social media content, it acted as a way to raise awareness and make students
reevaluate whether or not they should even be on their phones and scrolling through social media
if they are in a social setting at the time.
The Millennial generation of students at the University of Nevada were the only audience
targeted. This audience is only a fraction of the Millennials in the United States that could
eventually be reached through similar media awareness and put down the phone campaigns.
GOSOCIAL! NEVADA MEDIA LITERACY CAMPAIGN 15 Ultimately, we would love to see similar campaigns pop up around the nation to influence the
generation of Millennials that can stop this problem in its tracks and teach our society to enjoy
the presence of those around them and put down their phones in social environments.
GOSOCIAL! NEVADA MEDIA LITERACY CAMPAIGN 16
References
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GOSOCIAL! NEVADA MEDIA LITERACY CAMPAIGN 17 Przybylski, A., Murayama, K., DeHaan, C. R. & Gladwell, V. (2013). Motivational, emotional,
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GOSOCIAL! NEVADA MEDIA LITERACY CAMPAIGN 18 Weeks, L. (April 2012). What we have here is a failure to communicate. National Public Radio.
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GOSOCIAL! NEVADA MEDIA LITERACY CAMPAIGN 19 Appendix A. GoSocial! Nevada Instagram ad 1.
Appendix B. GoSocial! Nevada social media promotion.
GOSOCIAL! NEVADA MEDIA LITERACY CAMPAIGN 20 Appendix C. GoSocial! Nevada presurvey promotion.
Appendix D. GoSocial! Nevada spring break ad 1.
GOSOCIAL! NEVADA MEDIA LITERACY CAMPAIGN 21 Appendix E. GoSocial! Nevada Instagram spring break ad 2.
Appendix F. GoSocial! Nevada Instagram Banksy advertisement.
GOSOCIAL! NEVADA MEDIA LITERACY CAMPAIGN 22 Appendix G. GoSocial! Nevada speed friending event flyer.
Appendix H. GoSocial! Nevada initial promo video.
GOSOCIAL! NEVADA MEDIA LITERACY CAMPAIGN 23 Appendix I. GoSocial! Nevada presurvey gender results.
Appendix J. Nevada presurvey hours spent on phones and social media results.
GOSOCIAL! NEVADA MEDIA LITERACY CAMPAIGN 24 Appendix K. GoSocial! Nevada number of friends/followers on social media sites results.
Appendix L. GoSocial! Nevada likeliness of using phone in social situations results.
GOSOCIAL! NEVADA MEDIA LITERACY CAMPAIGN 25 Appendix M. GoSocial! Nevada Facebook page.
Appendix N. GoSocial! Nevada Twitter page.
GOSOCIAL! NEVADA MEDIA LITERACY CAMPAIGN 26 Appendix O. GoSocial! Nevada Instagram account.
Appendix Q. GoSocial! Nevada Facebook photo album students pledging to GoSocial!.
GOSOCIAL! NEVADA MEDIA LITERACY CAMPAIGN 27 Appendix R. GoSocial! Nevada tabling and event postsurvey.
Appendix S. GoSocial! Nevada postsurvey gender results.
GOSOCIAL! NEVADA MEDIA LITERACY CAMPAIGN 28 Appendix T. GoSocial! Nevada postsurvey age results.
Appendix U. GoSocial! Nevada postsurvey campaign importance results.