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SOCIAL MEDIA AND COMMUNITY
Presented by Dev Singh
For Community Cultural Development Seminar Series, Ultimo College of TAFE

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Dev Singh | dev@sketchpadideas.com | Social Media and Community

1. What is social media
2. Why care about social media
3. Social media, community and culture
4. Our responsibility
DreamtimeLadiesbyKathleenWallace

CONTEXT0 1 2 3 4 5

WHAT IS
COMMUNITY
CULTURAL
DEVELOPMENT?
“Community Cultural Development (CCD) is a broad term covering an
enormous range of activities that give communities the opportunity to
tell their stories, build their creative skills and be active participants in
the development of their culture.
CCD describes collaborations between communities and artists which
can take place in any artform. They result in a wide range of artistic
and developmental outcomes.” - www.ccd.net

S O C I A L M E D I A T O O L S

“Social media are media for social interaction, using
highly accessible and scalable publishing techniques.
Social media uses web-based technologies to turn
communication into interactive dialogues.” - Wikipedia

Aboriginal Dreamtime
and Songlines
“The Creation was believed to be the work of
culture heroes who travelled across a formless land,
creating sacred sites and significant places of
interest in their travels. In this way songlines were
established, some of which could travel right across
Australia, through as many as six to ten different
language groupings. The songs and dances of a
particular songline were kept alive and frequently
performed at large gatherings, organised in good
seasons.” - www.wikipedia.com/dreamtime
DreamtimeLadiesbyKathleenWallace

WHAT IS COMMUNITY
CULTURAL DEVELOPMENT?
CCD STANDS FOR
COMMUNITY CULTURAL
DEVELOPMENT
Some common features of ccd
activities are:
• social and developmental
changes take place alongside
artistic outcomes through the
exploration of ideas and issues;
• community members and
professional artists share
knowledge and skills, working
towards a common goal;
• a community’s culture is
expressed, explored, interpreted,
presented or developed.
Ccd offers communities an
opportunity to express themselves
and to create and manage the
projects in which they participate.
This makes the practice a highly
effective means for communities to:
• develop new skills and address
issues which affect them;
• interact and increase
communication and networking;
• address social justice issues;
• represent themselves to their
own and to other communities
and enjoy rich and diverse
cultural activities.
Artists and artworkers involved in
community cultural development
activities are highly skilled and
adaptable. They require:
• artform expertise to ensure
innovative, high quality artistic
outcomes;
• project management, planning,
negotiation, communication and
collaboration skills;
• responsiveness and sensitivity to
the needs of the many different
communities and understanding
of social justice principles;
• the ability to lead, challenge,
motivate and facilitate
communities in their activities
without dominating or directing
them 
COMMUNITY CULTURAL DEVELOPMENT
(ccd) is a broad term covering an enormous
range of activities that give communities
the opportunity to tell their stories, build
their creative skills and be active
participants in the development of their
culture. It may be useful to think of the
phrase or its abbreviation, as a description
rather than as a name. Ccd describes
collaborations between communities and
artists which can take place in any artform.
They result in a wide range of artistic and
developmental outcomes.
IMAGES ON THIS PAGE FROM LEFT TO RIGHT
Crossroad Arts, Shades of White Project; Artist Maree Rankin • Princess Alexandria Hospital, Sense of Place Project.
Photo: John Armstrong and David Atkinson • Southern Youth Theatre Ensemble, Hunting in Packs. Performers left to
right: Mitchell Fitzgerald, Hayley Gnitecki, Alex Gradisar and Mathew Stuart. Photo: Eye Food (Andy Rasheed).
COMMUNITY:
A community can be any group of people who choose
to identify with each other. Communities can be
created through the things people have in common;
geographical location, interests, cultural heritage, or
simply a desire to strengthen relationships and share
experiences.
CULTURAL:
Communities are complex and multi-layered, so there can be
many ‘cultures’ within any community. Community culture
might also include expressions of identity such as
language, dress, cuisine or sporting activities in addition to
what is commonly termed ‘arts’.
DEVELOPMENT:
This is the ‘doing’ part of ccd. Artists work with
a community in the development of their culture.
It is important to remember that many communities
have highly sophisticated and/or traditional
community cultures and ‘development’ is about
building on and strengthening those positive
aspects which already exist. A community may
wish to actively enhance aspects of their cultural
life, or to use its culture as a tool with which to
develop other aspects of their community, for
example – economic development, addressing
social issues, empowerment, self
representation, expressing identity, or
reclaiming public space. Either approach is an
example of community cultural development.
IMAGE ON THIS PAGE
Ecumenical Migrant Centre of the Brotherhood of St Laurence,
The Torch. Performers: Andrea James and Steve Payne.
Photo: Peter Mumford.

CULTURAL DEMOCRACY

SELF-DETERMINATION

COLLABORATIVE ART AND
CULTURAL PRODUCTION

SOCIAL JUSTICE

“More than 16,000 people have clicked that they “like” the Facebook page named
“International Burn a Koran Day.” It exclaims that “Islam is of the devil.” ...
Many of those commenting on the page have argued against it, and a rival page dubbed
“Stop the Burning of the Quran” has attracted more than 13,000 “likes.””
- Jake Coyle (Associated Press), Sept. 11 2010

DON’T PANIC!
SOCIAL MEDIA IS ALREADY IN YOUR HANDS.

“UK firm Coda Research Consultancy forecasts
that in the U.S. mobile handset data traffic will
grow from 8 petabytes/month in 2010 to 327
petabytes/month in 2015.
That equals a 117 percent compound annual
growth rate (40x )” - Simon Mainwaring

Haiti Earthquake Research Findings
• 27% of Americans are more likely to donate via text message
if there is a credible endorser (person, company, non-profit)
• 27% would be more likely to text a donation if a company or
organization “matched” their gift
• 19% would rather text a donation to a cause or non-profit
organization than through other means (e.g. write a cheque
or donate online)
• 18% are now more likely to text a donation to their favorite
non-profit organization if it is an available option
Source: Cone Inc. Text to Give Trend Tracker: http://www.coneinc.com/text-to-give-trend-tracker

NEW ZEALAND EARTHQUAKE, SEPTEMBER 2010
27,000 comments in six days posted on
social media sites such as:
• Twitter (7206)
• Message boards like Trade Me (8170)
• YouTube
• DailyMotion.com
• Vimeo
• Flickr
Source: Nielson research report, mentioned in “NZ uses twitter after quake“,
Sydney Morning Herald, September 13, 2010

PURPOSE

CONVERSATION

COLLABORATION

COMMUNITY

“The difference between an audience and a community is which
way you turn the chairs.” - Chris Brogan

We’re not dependent on technology. We’re dependent on
connecting with each other.

If you’re not a producer, you’re no longer a consumer.
You’re irrelevant.

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Social Media and Community for Community Cultural Development, Ultimo TAFE

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