Ninth International Conference on Communication & Media Studies

Abstract

Countless individuals are joining together in action against conditions antithetical to enhancing life for all people and the planet, opposing the destruction of their world; yet, the world faces global social and environmental devastation sparked by the growing economic divide, increasing power wielded by the capitalist elite, diminishing individual freedom, and heightening environmental mutilation. Global collective solidarity that includes participatory decision making is necessary to begin to address these challenges and increase equality and social justice. Just as mass media can define cultural conventions and propagate global ideology, higher education outlets have comparable behavioral influence; further, they are crucial components of actualizing visions of social change and innovation. Psychological empowerment is an equally crucial component of citizen participation (social movements), and requires a cognitive component of critical awareness and resource mobilization. The process of hegemony and capitalist elite cultural imperialism can severely threaten this mobilization; thus, consideration to the construction of reality must be given. This study examines these theories in conjunction with three hypotheses set to test how social change is perceived as a concept around the world. The hypotheses were tested in two parts; for the first, a survey was administered to university students around the world, and for the second, a virtual, global collective action seminar was carried out and participants were surveyed following their experience. The results were coded and analyzed, and conclusions were made about universal barriers to collective action, universal influencers of awareness of the need for social change, and universal motivators for action.