Breaking New Breaking New GroundGround

The social and The social and cultural impact cultural impact

of Canadian of Canadian documentariesdocumentariesPrepared for the Documentary Prepared for the Documentary

Policy Advisory GroupPolicy Advisory GroupDoc Summit 2005Doc Summit 2005

April 25, 2005April 25, 2005

ContextContext Doc Summit 2004 and Get Real 2Doc Summit 2004 and Get Real 2 NFB ongoing interest in evaluating the NFB ongoing interest in evaluating the

social and cultural impact of its filmssocial and cultural impact of its films Demonstrated interest on the part of the Demonstrated interest on the part of the

Documentary Policy Advisory GroupDocumentary Policy Advisory Group Challenges:Challenges:

Data and information availability and Data and information availability and reliability (ie. objectivity)reliability (ie. objectivity)

CausalityCausality AggregationAggregation TimeframeTimeframe CostCost

MethodologyMethodologyThree part approach:Three part approach: Case studiesCase studies Annotated bibliographyAnnotated bibliography Measurement methods and frameworkMeasurement methods and framework

Outcomes: The studyOutcomes: The study Generates useful information and Generates useful information and

baseline findings baseline findings Presents a course of action for the Presents a course of action for the

future – both for immediate action future – both for immediate action and long-term opportunities.and long-term opportunities.

Methodology : Case studiesMethodology : Case studiesSeven cases were selected:Seven cases were selected: Silence of the StringsSilence of the Strings The CorporationThe Corporation FIX: Story of an addicted cityFIX: Story of an addicted city KanehsatakeKanehsatake SQUAT!SQUAT! L’erreur borL’erreur boréaleéale QulliqQulliq

FINDINGS: CASE FINDINGS: CASE STUDIESSTUDIESIMPACTSIMPACTS

MediMediaa

CommuniCommunitytyLocal/Local/ProvProvNatl/IntlNatl/Intl

Policy Policy ororLegislatLegislative ive changechange

Advocacy,Advocacy,Part of a Part of a mvt., mvt., campaigncampaign

Raise Raise awareneawarenessssLegitamLegitamize an ize an issueissue

Silence of Silence of the the StringsStrings

XXCommuniCommunitytyLocalLocalProvincesProvinces

MunicipMunicipal al

budgetsbudgets

XX XX

SQUAT!SQUAT! XX LocalLocal NoNo XX XXKanehsatKanehsatakeake

XX ProvinciaProvinciallNationalNationalInternatiInternationalonal

Change Change in in

approacapproach of h of

authoritauthoritiesies

XX XX

QulliqQulliq CommuniCommunitytyNationalNationalInternatiInternationalonal

NoNo XX XX

FINDINGS: CASE FINDINGS: CASE STUDIESSTUDIES

IMPACTSIMPACTSMediMediaa

CommuniCommunitytyLocal/Local/ProvProvNatl/IntlNatl/Intl

Policy orPolicy orLegislativLegislative changee change

AdvocacyAdvocacyPart of a Part of a mvt., mvt., campaigcampaignn

Raise Raise awareneawarenessssLegitamLegitamize an ize an issueissue

L’Erreur L’Erreur boréaleboréale XX ProvincialProvincial

Public Public CommissiCommissi

ononXX XX

FIXFIX XX LocalLocalProvincialProvincialNationalNational

MunicipaMunicipal Electionl Election

PolicyPolicy

XX XX

The The CorporatCorporationion

XX NationalNationalInternatioInternationalnal

NoNo XX XX

Silence of the Strings Silence of the Strings (2002)(2002)

Produced by Sherry Lepage and Sher Morgan of Produced by Sherry Lepage and Sher Morgan of A Morgan/Moonbeam Production. A Morgan/Moonbeam Production. SoS SoS resulted in:resulted in: Made monies for music education an issue in Made monies for music education an issue in

school board electionsschool board elections Program funding was restored and enrollment Program funding was restored and enrollment

in the elementary strings program is up 325%in the elementary strings program is up 325% Building new community partnershipsBuilding new community partnerships Healing relationships between board, music Healing relationships between board, music

educators and the community educators and the community Use as an advocacy tool in other parts of the Use as an advocacy tool in other parts of the

countrycountry A local story used to animate other communitiesA local story used to animate other communities

SQUAT! (2002)SQUAT! (2002) Produced by Nicole Hubert of Les Productions Produced by Nicole Hubert of Les Productions

du Rapide Blanc and directed by Ève Lamont. du Rapide Blanc and directed by Ève Lamont. SQUAT! SQUAT! resulted in:resulted in: Radical shifts in points of view (re. Radical shifts in points of view (re.

Squatters)Squatters) Putting a human face and voice on a media Putting a human face and voice on a media

carricaturecarricature Gave legitimacy to the squatters’ struggles Gave legitimacy to the squatters’ struggles

and to other organizations working on behalf and to other organizations working on behalf of affordable housingof affordable housing

Large organizations such as FRAPRU and Large organizations such as FRAPRU and smaller organizations making use of the filmsmaller organizations making use of the film

Use in a college and university departmentsUse in a college and university departments

Kanehsatake 270 Years of Kanehsatake 270 Years of Resistance (1993)Resistance (1993)

Produced and directed by Alanis Obomsawin Produced and directed by Alanis Obomsawin (and producer Wolf Koenig). (and producer Wolf Koenig). KanehsatakeKanehsatake resulted in:resulted in: Tremendous impact on aboriginal communitiesTremendous impact on aboriginal communities Municipalities and authorities not responding Municipalities and authorities not responding

in a similar fashion (not repeating what in a similar fashion (not repeating what occurred in 1990)occurred in 1990)

Stimulating ongoing debate about recognition Stimulating ongoing debate about recognition of aboriginal land rightsof aboriginal land rights

Consistent use in university departments and a Consistent use in university departments and a catalytic force for many professors and catalytic force for many professors and studentsstudents

L’erreur bL’erreur boréale (1999)oréale (1999) Co-Produced by ACPAV and the NFB and directed by Richard Co-Produced by ACPAV and the NFB and directed by Richard

Desjardins and Robert Monderie. Desjardins and Robert Monderie. L’erreur boréale L’erreur boréale resulted resulted in:in: Raising awareness and initiating broad public debate Raising awareness and initiating broad public debate The creation of a coalition of environmental groups, The creation of a coalition of environmental groups,

religions organizations, forestry workers, First Nations religions organizations, forestry workers, First Nations and unions (representing in total some 200,000 members).and unions (representing in total some 200,000 members).

A call for an independent public inquiry into the forestry A call for an independent public inquiry into the forestry regime in Quebec (Coulombe report released in Dec 2004)regime in Quebec (Coulombe report released in Dec 2004)

Political and policy changePolitical and policy change Important impact, shifts in viewpoints of forestry Important impact, shifts in viewpoints of forestry

engineersengineers Continuing to be used as an advocacy tool by educators Continuing to be used as an advocacy tool by educators

and environmental groupsand environmental groups An excellent pedagogical tool and a powerful catalystAn excellent pedagogical tool and a powerful catalyst

Impact has been sustained over the six (6) years since its Impact has been sustained over the six (6) years since its releaserelease

Qulliq (1992)Qulliq (1992) Produced by Marie-Hélène Cousineau for Produced by Marie-Hélène Cousineau for

Arnait Video Productions. Arnait Video Productions. QulliqQulliq resulted in: resulted in: Raising awareness and consciousness among Raising awareness and consciousness among

Inuit women and the larger Inuit communityInuit women and the larger Inuit community Preserving and enhancing Inuit culture and Preserving and enhancing Inuit culture and

languagelanguage Creating jobs and economic development (i.e. Creating jobs and economic development (i.e.

an indigenous and independent industry)an indigenous and independent industry) In part contributed to making Isuma an In part contributed to making Isuma an

internationally recognized model of internationally recognized model of community-based media productioncommunity-based media production

FIX: Story of an addicted FIX: Story of an addicted city (2002)city (2002) Produced by Nettie Wild and Betsy Carson (of Canada Produced by Nettie Wild and Betsy Carson (of Canada

Wild Productions) and directed by Nettie Wild. Wild Productions) and directed by Nettie Wild. FIX FIX resulted in:resulted in: Creating a shift in awareness and a shift in actionCreating a shift in awareness and a shift in action

Helping to build communityHelping to build community Brought the debate about drugs and what to do Brought the debate about drugs and what to do

about them out of the shadows and into the openabout them out of the shadows and into the open Nurses getting a clearer picture of drug use (than Nurses getting a clearer picture of drug use (than

through traditional research)through traditional research) The documentary being one of seven major events The documentary being one of seven major events

affecting the outcome of the Vancouver municipal affecting the outcome of the Vancouver municipal electionelection

Opening North America’s first Safe Injection SiteOpening North America’s first Safe Injection Site FIXFIX screenings and forums across the country – screenings and forums across the country –

making the subject an national issuemaking the subject an national issue

The Corporation (2003)The Corporation (2003) Produced by Mark Achbar and Bart Simpson of Big Produced by Mark Achbar and Bart Simpson of Big

Picture Media Corporation and co-directed by Picture Media Corporation and co-directed by Mark Achbar and Jennifer Abbott with Joel Bakan, Mark Achbar and Jennifer Abbott with Joel Bakan, writer and co-creator. writer and co-creator. The Corporation The Corporation resulted in:resulted in: Public discourse, generating discussion about Public discourse, generating discussion about

social versus purely economic goalssocial versus purely economic goals Learning and improvement of high level Learning and improvement of high level

corporate CEOs, business people and students corporate CEOs, business people and students Major impact in the educational systemMajor impact in the educational system

Western’s Richard Ivey School of BusinessWestern’s Richard Ivey School of Business Part of social responsibility program at a university in Part of social responsibility program at a university in

SeattleSeattle Varied uses (in academic disciplines and Varied uses (in academic disciplines and

community orgs.)community orgs.)

Findings: Case studiesFindings: Case studies TV broadcast useful in sensitizing the public TV broadcast useful in sensitizing the public

to issues or broadening the perspective, but to issues or broadening the perspective, but no carry-through to actionno carry-through to action

For a most effective follow-through to action, For a most effective follow-through to action, the films:the films: Need to be part of a larger social group, Need to be part of a larger social group,

movt.movt. Thrive when part of media discourseThrive when part of media discourse Can have their most enduring impact Can have their most enduring impact

through the education systemthrough the education system Greatest impact comes from integrated Greatest impact comes from integrated

marketing, outreach and promotion marketing, outreach and promotion (« means »)(« means »)

Findings: Case studiesFindings: Case studies Is evaluating social impact useful? Is evaluating social impact useful?

Yes, but with some skepticismYes, but with some skepticismDifficulties in quantifying and Difficulties in quantifying and qualifying impact over the long-qualifying impact over the long-term; worth doing but not on a term; worth doing but not on a short-term basis (3-5 year plan)short-term basis (3-5 year plan)

Crucial to pay attention to Crucial to pay attention to intangibles like impact (don’t get intangibles like impact (don’t get factored into funding decisions)factored into funding decisions)

Exercise caution – quantification can Exercise caution – quantification can simplify and sterilizesimplify and sterilize

Findings: Case studiesFindings: Case studies What to evaluate? To collect?What to evaluate? To collect?

Concrete results – what has been Concrete results – what has been achievedachieved

How the film has been used How the film has been used Cast net wide : collect both Cast net wide : collect both

anecdotal and quantitative data anecdotal and quantitative data from community orgs. and from community orgs. and educational institutionseducational institutions

Findings: Measurement Findings: Measurement MethodsMethods

Research traditions: the “Case study” Research traditions: the “Case study” method and the “Survey” method. method and the “Survey” method.

The “case study method”:The “case study method”: Case studies of individual films Case studies of individual films Controlled experiment studies Controlled experiment studies

Within the Within the survey modelsurvey model four approaches four approaches are reviewed and evaluated:are reviewed and evaluated: Systematic cataloguing of documentary Systematic cataloguing of documentary

usageusage Surveys of people working in the film Surveys of people working in the film

industryindustry Surveys of audiences or the public at large Surveys of audiences or the public at large Social indicators researchSocial indicators research

The Road AheadThe Road Ahead Immediate prioritiesImmediate priorities

Dialogue and consultation with Dialogue and consultation with individuals and groups who use individuals and groups who use documentariesdocumentariesCapture « usage and viewership» Capture « usage and viewership» statistics and other experience and statistics and other experience and actionsactions

Ex. schools, libraries, community and Ex. schools, libraries, community and grassroots organizationsgrassroots organizations

Establish systematic tracking standards Establish systematic tracking standards and processesand processes

Systematic tracking of distributionSystematic tracking of distributionEstablish systematic tracking standards Establish systematic tracking standards and processesand processes

The Road AheadThe Road Ahead Immediate priorities (cont’d)Immediate priorities (cont’d)

Some tracking on a case-study basisSome tracking on a case-study basisProvides whole pictureProvides whole pictureDefine a representative sample Define a representative sample

Survey of filmmakers and producersSurvey of filmmakers and producersKnow what documentary filmmakers Know what documentary filmmakers think about social impactthink about social impact

Will reveal range of intended uses and Will reveal range of intended uses and impactsimpacts

Surveys of audiences, « users » and Surveys of audiences, « users » and citizenscitizensWill provide direct evidence of impactsWill provide direct evidence of impacts

The Road AheadThe Road Ahead Long-term opportunitiesLong-term opportunities

Controlled experimentsControlled experimentsBest done by academic researchersBest done by academic researchersWork to generate interest in university Work to generate interest in university milieumilieu

Development of social indicatorsDevelopment of social indicatorsHolds some promise but has proven Holds some promise but has proven difficult in practicedifficult in practice

Leave research to academic milieuLeave research to academic milieu