Filmmaking as a Medium of Public Communication in Addressing Social Problems

Purpose: This paper is focused on the role of motion pictures as a medium of public communication directed at addressing social problems and evoking a change in behaviour of the masses. From the moment the art of cinema was born in the late 19th century, films have served as an instrument of shifting public consciousness, i.e., inspiring social change, disseminating ideas and values, raising awareness of the acute social, cultural, and political issues etc. The purpose of this research is to consider, study, and analyse film production as: a) a form of reflecting significant socio-political processes and cultural innovations, as well as representing ideologies; and b) a mechanism that creates, forms, and shapes a new social reality. Materials and Methods: The methodology of this research is based on content analysis and focused on the dynamics of cinematic response to the acute global issues, as well as development of social problem films as an instrument of public communication aimed at raising awareness and inspiring a change within society. The theory to be proved through this paper is that motion pictures have a major influencing power over human brain and social consciousness, and that this power can and has been applied to evoke large-scaled shifts in society. Findings: To summarize the key findings, the content analysis of notable social problem film productions, their impact on the dynamics in public attitudes, and consequent changes in behaviour of the masses demonstrate the pattern of filmmakers’ exponential progress in communicating social message to the target audience and, to a greater or lesser extent, managing to affect, shift, or even transform social reality. Implications to Theory, Practice and Policy: In order to support the proposed theory and expand the knowledge on “the formula” of success in influencing public mind through filmmaking, further research is required.