Social Norms
Social norms action with informed and engaged societies
Social Norms
After nearly 28 years, The Communication Initiative (The CI) Global is entering a new chapter. Following a period of transition, the global website has been transferred to the University of the Witwatersrand (Wits) in South Africa, where it will be administered by the Social and Behaviour Change Communication Division. Wits' commitment to social change and justice makes it a trusted steward for The CI's legacy and future.
 
Co-founder Victoria Martin is pleased to see this work continue under Wits' leadership. Victoria knows that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction.
 
We honour the team and partners who sustained The CI for decades. Meanwhile, La Iniciativa de Comunicación (CILA) continues independently at cila.comminitcila.com and is linked with The CI Global site.
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Link TV

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Based in the United States (US), Link TV is a nationwide television channel and website dedicated to providing global perspectives on news, events, and culture. It is a creation of Link Media, an independent media organisation whose mission is to engage, inform and inspire viewers to become involved in the world. Link TV commitments include:

  • Providing stories and perspectives designed to encourage compassion and an imaginative empathy that reaches beyond the viewer's own surroundings and extends beyond borders - real and perceived;
  • Giving voice to people from communities under-represented in conventional media;
  • Linking local to global, helping people draw the connection between themselves and others, as well as how local issues have broader implications;
  • Offering programme trailers and an interactive website that give viewers access to tools and connections to take action on social issues;
  • Promoting dialogue across cultural and ideological divides through new media formats; and
  • Fostering collaboration through coalition-building with partner organisations and grassroots organisations around specific development issues.
Communication Strategies

Link TV is an independent television broadcaster that produces and airs original news and current affairs programming such as "Mosaic: World News from the Middle East", which monitors and airs unedited selections of news reports from more than 36 Middle-Eastern broadcasters. The channel also regularly produces "Global Pulse", a comparative media report which compares, contrasts, and analyses news coverage from more than 70 broadcasters worldwide on critical issues.

To reach beyond US borders and inspire participation, the interactive Link TV website provides full access to Link TV programmes to anyone around the world. For example, visitors to the "Original Series" section of this site may watch programmes in their entirety online and access web-exclusive videos. Most other programmes airing on Link TV also have a short clip available on the website. Also offered here are "World Music" video clips and "Cinemondo" interviews with international filmmakers. Link TV makes several of its original series available as regular video podcasts; it is also possible to subscribe to an RSS feed that delivers headlines from Link TV world news programmes to a website or application. One may also email a video to a friend, watch episodes of Link TV programmes on YouTube, befriend Link TV on MySpace, and/or become a fan on Facebook. Discussion boards and e-newsletters are also offered.

One particular section of the Link TV website is called "Know the News". This is an online learning tool for journalism students and citizen journalists that explores issues that shape television news, including bias, authorship, authenticity, ethics, and media ownership. It is based on Link TV's original productions "Global Pulse" (see above) and "Latin Pulse", a half-hour, bilingual English/Spanish news magazine that examines Latin American issues of relevance to the American public but are not covered by the general media. The games and tools offered at Know the News are designed to enable users to think critically about TV news by framing news coverage in a global context. For example, those who access "Remix Your News" may edit their own version of the news and then watch and rate news stories from around the world, or remixes made by other users. Resources for students and professors are offered here, as is a "World TV News Wiki" where students can collaborate and contribute to a international TV news database.

Development Issues

Intercultural Understanding, Media Literacy.

Key Points

As of February 2010, Link TV is available in more than 31 million US homes as a basic service on DIRECTV channel 375 and DISH Network channel 9410. Select programmes are shown on more than 50 urban cable systems.

Sources

Link TV website, February 19 2010.

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