MTSU



Sonya DiPalma. Associate ProfessorUniversity of North Carolina Asheville 1 For All Grant Report – Fall 2019Preparatory researchStudents conducted a survey of mass communication students in lower and upper level courses. The results were:Who or what does the First Amendment protect you from?50 percent (n=23) of students stated the First Amendment protects us from the government 43.5 percent (n=20) stated the First Amendment provides: speech protections.11 percent (n=5) noted censorshipThis data show that one-half of those surveyed know that the First Amendment protects U.S. citizens from government overreach. However, the remainder of those surveyed identify two freedoms, speech and censorship, as protection afforded by the First Amendment. This means 50 percent do not understand the scope of the First Amendment. What are the 5 freedoms protected by the First Amendment?Findings from survey results indicate how many of 46 students were able to name every component of the First Amendment, which incorrect component was most commonly listed and which component was mentioned the most and the least. Only one student left the answer space blank, and 45/46 students surveyed listed Freedom of Speech. The most common incorrect answers (not listed in the First Amendment) was Freedom of Expression (12/46).ResultsSpeech: 97.8 percent (n=45)Religion: 74 percent (n=34)Assembly: 60.9 percent (n=28)Press: 60.9 percent (n=28)Petition: 30.4 percent (n=14)No Answer: 2 percent (n=1)Most common incorrect answersFreedom of Expression 12 percent (n=12)Freedom of LibertyFreedom of Thought3: What is the most important protection of the First Amendment to you?N=462 percent (n=1) Petition6.5 percent (n=3) Right to Assembly8.7 percent (n=4) Religion17.4 percent (n=8) Press 58.7 percent (n=27) Speech10.9 percent (n=5) provided responses not relevant to the First Amendment 4. How do you think US citizens would be impacted by the removal of the first amendment?26 percent (n=12) said the United States would change dramatically17 percent (n=8) said the First Amendment sets us apart from other countriesThis means 43% (n=20) believe the First Amendment makes the United States unique.15 percent (n=7) said riots or violence would ensue if the First Amendment were taken away.?8.7 percent (n=4) said a dictatorship would result8.7 percent (n=4) said removing the First Amendment would violate human rights6.5 percent (n=3) said citizens would have no protection from the governmentOther comments included:4 percent (n=2) said government overreach on religion would occur4 percent (n=2) said censorship would occur4 percent (n=2) said citizens would be unhappy4 percent (n=2) said citizens couldn’t express individuality2 percent (n=1) said citizens would be oppressed?2 percent (n=1) said people would die in jail5. Where are the free speech zones on our campus? N=4647.8 percent (n=22) Ramsey Library26 percent (n=12) No idea26 percent (n=12) Brown Hall17 percent (n=8) The Quad 7 percent (n=7) Highsmith13 percent (n=6) Anywhere6.5 percent (n=3) Public Spaces 2 percent (n=1) Student NewspaperWhich of the following violates your First Amendment rights?a.) Having your Twitter account suspended 4.3% (n=2)?b.) Getting arrested for peacefully protesting police brutality 95.65% (n=44)c.) Getting suspended for making threats toward a peer 8.7% (n=4)No Answer 8.7% = (4)21.7% (n=10) Did not know the correct answerNature of the project – Creation of Four First Amendment CampaignsThe 16 students within this public relations course were divided into four groups. Each group was responsible for designing a First Amendment campaign. The campaign slogans were: 1st Comes First, 5 Freedoms First, Recognize Your Rights, and Use The First. Each of the slogans were promoted on Facebook, Instagram and Twitter. Students tagged the First Amendment Center. Below are the requirements for the student campaigns.For the 1 For All First Amendment Campaign we will use a public relations model known as ROPES. ROPES is an acronym that stands for Research, Objectives, Programming, Evaluation and Stewardship. You will notice that your media assignments and your reflection essays fit into the requirements for ROPE. Research: Gather InformationAll campaigns begin with research, primary and secondary. Before you start a public relations campaign, you should understand the topic and your target audience. The research stage of ROPE has three elements to help you do this. First, you identify the opportunity or problem that forms the basis for your campaign. Second, ensure that you have a solid knowledge of the freedoms protected by the First Amendment and how these freedoms fit into our daily lives. On a university campus, this may be identifying the free speech zones and surveying students understanding about the First Amendment. Third, identify the strengths and weaknesses regarding First Amendment knowledge on university campuses and specifically UNC Asheville’s campus. As a refresher, primary research is research conducted by you such as a survey administered to a class or randomly to students on the Quad. Secondary research is conducted by someone else such as GALLUP opinion polls () or news agencies, such as the New York Times, the Wall Street Journal, or the Washington Post. If it’s an opinion poll, you need to verify that it is nonpartisan. Most importantly, you should research your target audience. What do college students know about the First Amendment? What are some of the misperceptions regarding the First Amendment?Objectives: Select your target audienceIn the second stage of the ROPE formula, you set your objectives. The campaign may have up to three measurable objectives based on the opportunity or problem identified in the research stage. Think of objectives as outcomes. Each written objective must include: A level of achievementAn awareness (informational), acceptance (attitudinal), or action (behavioral) outcomeA specific target audience (just one)A timeframeProgramming: Plan and Implement Your CampaignMessage DesignDesign a two or three-word campaign message promoting the First Amendment. Simple, repetitive messages are easier to recall. Explain how the campaign message utilizes the elaboration likelihood model’s central and peripheral processing of information. The goal is to raise awareness of First Amendment freedoms and engage students on campus on the topic. You will need to use the logos provided by The Free Speech Center at Middle Tennessee University. The logos are available on Moodle under the 1 For All section.Campaign TacticsEach campaign will include the following tactics or tools to distribute your campaign message. Advertisement in the Blue Banner (print & digital)Feature Story (submitted to the Blue Banner and/or Mountain Express)News release - detailing your event in the Highsmith Student Union30 Second PSA – Audio – the Blue Echo, campus internet radio station2 Video spots for social media – 1 minute - Did You Know? You may substitute the video spots with a 6-8 minute podcast featuring at least three interviews2 Fact SheetsSpecial Event Attraction – Giveaway item, food, etc.All photography and designs must be original. You may use royalty-free graphics and pictures available on Canva or . Per the grant requirements, all campaigns submitted will be placed in a national 1 for All database available for free and public use, inspiring others to help spread understanding of the First Amendment.Social Media InfoThe following social media information will be used. For Twitter, tag the Free Speech Center at Middle Tennessee University - @FreeSpeechMTSU. Please use the following hashtags:#UncAvl, #FirstAmendment, #FreeSpeech. Live social media posts during the campaign week are required.Campaign Budget - $400As the fund manager for the 1 For All grant, all expenditures must be approved by me. Your budget may be used for promotional materials, event support, or other outreach.Implementing the CampaignCampaigns will be implemented beginning in November. Your group will hold a special event in Highsmith Student Union the week of Nov. 18-21 as part of the overall campaign. For now, we’re calling this UNC Asheville’s First Amendment Week. One campaign will be presented each day, Monday, Nov. 18 – Thursday, Nov. 21. Evaluation: Assessing Your ResultsIn what areas did your campaign succeed? In what areas could your campaign be improved? How did the campaign live up to the public relations objectives? What were the most challenging aspects of the campaign? Each member of the group will write an evaluation. You will combine the individual evaluations for one formative evaluation. Stewardship – Building on the RelationshipWebster?defines Stewardship as, "the activity or job of protecting and being responsible for something." Explain how the campaign achieves the objective of stewardship.Written & Presentation ComponentsThe ROPES analysis will vary in page length but should be about 10 pages. Please follow APA Style – double-spaced, Times-New Roman 12 pt. font, 1” margins. The analysis is due by 10:30 a.m. on Dec. 10. In addition to the ROPES analysis, you are expected to attend your groups special event in the Highsmith Student Union and to contribute to the campaign poster to be displayed on Nov.26 as part of the Undergraduate Research Symposium. FeedbackIn addition to feedback received on media assignments, I will give you feedback based on the following three questions as you design your campaign:Does the campaign message clearly communicate the overarching goal to raise awareness of First Amendment freedoms and engage students on campus?Is the visual design aesthetically pleasing, professional, and consistent with the message?Do the components of the campaign work together?Events Students participated in three events related to their First Amendment campaigns. These were: First Amendment Week – Nov. 18, 19, 20 and 21 in the Highsmith Student Union, the Department of Mass Communication’s Senior Luncheon and Undergraduate Research Symposium poster session both held on Nov. 26. Approximate number of people reachedOutreach on the campus included face-to-face interaction with students during First Amendment Week, the department senior luncheon and the undergraduate research symposium. Conservatively, we reached approximately 300 students. Students also placed advertisements for First Amendment week in the Blue Banner and distributed posters on campus. Conservatively, we reached at least 1000 students on campus. Campus enrollment is about 3,600 students.Financial BreakdownEach student group at $400 for promotional items for their campaign. These items included wrist bands, tote bags, ink pens, temporary tattoos, stickers, and refreshments. The grant provided funding for a senior luncheon in which the First Amendment was highlighted and refreshments for the poster session during the Undergraduate Research Symposium. Lastly, the grant provided subscriptions to the New York Times, the Wall Street Journal and reference books for future public relations campaign courses.Social Media LinksVideos, PSAs, photos during First Amendment Week may be found on both Facebook and Instagram. Facebook and AdvertisementsPosters for the campaigns were created for presentation during First Amendment Week, the department’s senior luncheon and the campus Undergraduate Research Symposium. The posters and advertisements are attached to this email. ................
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