Out of the Theaters and Into the Streets: A Coalition Model of the Political Impact of Documentary Film and Video

Investigations of the political impact of documentary film and video have typically been guided by an "individualistic model," assessing the impact of a finished film on individual citizens and within the dominant public discourse. Research by Feldman and Sigelman (1985) and Lenart and McGraw (1989), however, provides support for creating a more elaborate coalition model for assessing the ways in which documentaries have political impact and for suggesting factors that help explain the extent of that impact. I argue that an adequate model (a) must conceptualize films as part of a larger process that incorporates both production and distribution; (b) must consider the full range of potential impacts on producers, participants, activist organizations, and decision makers; and (c) must consider the role of films in the efforts of social movements to create and sustain alternative spheres of public discourse. The coalition model directs our attention to the potentially important role of activist groups, initially as participants in the production process and then more importantly as catalysts in the distribution process, when documentary films become tools available to activist groups as they seek political impact. Analysis of three case studies demonstrates the utility of this model, finding substantial impact in two arenas beyond the typical focus on individual citizens: mobilizing and educating activist groups and altering the agenda for and the substance of public policy deliberations. Results contribute to our understanding of the strategic role of political communication and the ongoing debates over media effects.

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