By Joe Arney
Dances for hit songs. The antics of cute animals and babies. Easy dinner recipes.
A campaign to raise awareness about air and water pollution in the Denver metro area?
If you think TikTok videos are all fun and games, think again. A new generation of social-savvy activists is learning how the format can be used to draw attention to major societal challenges in hopes of creating solutions.
It’s why Bianca Perez where her attempts to de-stress by doing meditative practices are interrupted by the reality of air and water pollution.
“Breathe in the sweet Rocky Mountain air,” a narrator says as Perez attempts to deep-breathe. “Look around you, you’re in a safe space, you’re protected.”
“But not from PFAS,” the voice breaks in harshly, startling her out of her meditative routine.
“We study plenty of social media, and so a lot of students are aware that these movements happen online,” said Perez, a senior pursuing a degree in media studies. “But I don’t think many students try to create movements of their own on TikTok, and we really got to see how hard it can be to create impact on social media.”
As part of the Visual Culture and Human Rights course taught by Sandra Ristovska, Perez and her classmates worked in teams to understand a local human rights crisis, then develop a campaign with clear metrics for success and a video for TikTok. Perez’s team focused on climate and pollution, specifically the role of a Commerce City Suncor refinery in leaching “forever chemicals” through its discharge water. Other teams looked at the opioid crisis and veteran homelessness in and around Denver.
“Typically, when we talk about human rights, we’re used to thinking about places abroad affected by war,” said Ristovska, an assistant professor of media studies at the University of ŷڱƵ Boulder’s College of Media, Communication and Information. “We tend not to think about a place like Boulder. The beauty was in seeing how the students thought about the topics they’re passionate about and get them out of their typical frame of mind.”
Groups of students proposed topics in class, then received coaching from Ristovska about how to build a media campaign that resonates and how to consider audience needs and motivators. The campaign included both print materials and the TikTok videos.
In working on her most recent book, , Ristovska spoke with campaign officers at major human rights groups, like Amnesty International and Human Rights Watch, and “many of them were saying younger generations are not engaged with human rights issues the way prior generations have,” she said. “What this class taught me is that, actually, they're really passionate and want to be involved, but we need to meet them where they are—so if they're on TikTok, then we need to be on TikTok.”
Understanding media influence
Katie Considine, who is pursuing a media studies minor from CMCI to pair with her major in international affairs, said she was excited to take the course because it was “the perfect cross section of my two academic interests.”
“When I graduate, I’d like to be in a role where I can look at how the media influences neofascist movements—the far right, violence, things like that,” Considine said. “The course gave me a really interesting perspective on how different human rights organizations or NGOs run campaigns, but also how media ends up impacting the ways people see human rights issues, and vice versa.”
The opportunity to address local issues in the course also left an impression for the students; Considine said it addressed a weakness in her international affairs courses “that sometimes are a little too broad, when there are fundamental human rights issues taking place right here that deserve our attention.”
Perez said her experience in the course has helped her think more critically about the human rights violations she sees in the media.
“I think I’m more aware of the way atrocity is portrayed in the media, and some concepts behind how it’s shown, like power and identity,” she said.
A lot of students are aware that these movements happen online … (but) we really got to see how hard it can be to create impact on social media.”
Bianca Perez
Learning from peers as well as professor
The course also involved opportunities for students to learn from one another. During their presentations, the students were encouraged to provide substantial feedback to help hone messages and rethink strategies.
“We knew it was going to be criticized by our peers, so going into it we were able to talk through what holes we had or where things could go wrong,” Considine said. “It helped us make the project better before we even presented.”
Additionally, as digital natives, the students were able to coach one another on the right aesthetics that resonate with audiences, Ristovska said.
“My involvement was more along the lines of—is the messaging right? Is the audience there? What do you want people to do, and how do you ensure that people do it?” she said.
Both Perez and Considine plan to continue on to graduate school, where each hopes more courses like this one await.
“I feel media literacy is at an all-time low, and courses like this need to be more accessible to people,” Considine said.
For her part, Ristovska said the course offered a real example of when teaching helps shape research, especially since students brought new perspectives in local human rights challenges that don’t always rise to the top in scholarship.
“Being able to go in the classroom and see what things are unclear, what we as faculty take for granted that we shouldn’t, really allows us to ask better questions about human rights, no matter where they're happening, no matter what the context is,” she said. “And so that's why I’m so grateful to my students.”