Subscribe to RSSApplied Anthropology, Media Campaigning for Social Cohesion
The Organization for Intra-Cultural Development (oicd.net) works to promote social cohesion and contribute to conflict resolution and prevention through engaging local social identities in alternative interpretations of their histories and providing them with re-packaged cultural and national symbolism. As part of our Cultural Symbolism and Nation Building program, we work with a variety of politically independent individuals and organizations in creating high-impact media campaigns which challenge sectarianism and discrimination and celebrate common cultural diversity.
This video (concept stage only; “fair use” copyright assumed) is part of a proposed campaign project seeking partnerships for implementation in Fiji. The full campaign is likely to consist of one longer video (approximately the length of this one), and up to six smaller 30 second segment pieces with pick up the theme of cultural diversity as it relates to the a variety of cultural groups.
The footage in this video is taken from a music video produced for the Council for Building a Better Fiji. The OICD felt that current efforts to put forward the messages of cultural diversity contained in the video were impressive, but needed to address the historical interpretations of Fiji’s settlement more directly. We hope we have in part demonstrated this in the reworking. The small subtitles in the bottom-centre of the video are from the original music video and are unconnected to the OICD campaign ideas.
The OICD is in no way affiliated with the National Council for a Better Fiji and is a politically independent organization. The song chosen is “I’ll work for your love” by Bruce Springsteen. As the video is currently at the proof-of-concept stage, we have not yet approached Columbia records or Sony Music for permission to use a clip of the song. Nor have we as yet approached the National Council for a Better Fiji. Again, this film is a conceptual demonstration of the kind of campaign production techniques that can be employed to empower and enrich cultural and national identities around the theme of common diversity and global membership.
OICD Director, Dr. Bruce White www.oicd.net
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