A nod to the use of multimedia

to amplify the work of social researchers and community storytellers. Emphasizing the visual aspect of social research and the visualization of data and narratives. Reflecting the idea of echoing the voices and experiences of communities through a focused lens.

Social research, data collection, data analysis, science communication or divulgation of information. – To contribute on projects of social research and social researchers with communication, theoretical inputs and multimedia tools (photography, video, sound, text) that allow them to construct and approach different objects of study of interest. 

Multimedia Tools

To provide assistance in theoretical, methodological, and technical aspects to social researchers who wish to use multimedia tools or produce and analyze images for the scientific study of social issues.

Dissemination

To disseminate, through audiovisual and other materials, the knowledge generated by community journalists, community leaders, people, researchers, professors, and students on social, political and cultural phenomena that discuss the sociologically constructed image.

Social Research

To promote social research based on audiovisual documents through lines of research such as the biographical method, memory genres, and textual and audiovisual narratives as new forms of scientific knowledge.

PROJECTS

FocusLab leverages multimedia tools across a variety of projects to enhance the impact and reach of social research.

Through these projects, FocusLab demonstrates the effectiveness of integrating multimedia tools with traditional research methods, enriching narratives, expanding audience engagement, and providing a deeper understanding of complex social issues.

Field of Minds Project in partnership with Stanford Office of Communication

The “Field of Minds” project utilizes multimedia storytelling to bridge community experiences with academic insights, addressing mental health issues among migrant farmworkers. Developed by Social Focus and Casa Círculo Cultural, this initiative serves migrant farmworkers in Northern California who are impacted by climate change. It employs storytelling and community engagement to provide a platform for farmworkers to share their experiences and challenges. This platform integrates stories from farmworkers with contributions from other organizations, mental health experts, and advocacy groups. The goal is to empower farmworkers, reduce mental health stigma, and catalyze policy changes that tackle systemic barriers and the specific impacts of climate change on this vulnerable population.

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The Little Mermaid Analysis

is part of the Stop The Hate campaign, in partnership with California State Library

This analysis explores social media language surrounding Disney’s live-action remake of “The Little Mermaid,” particularly focusing on the reaction to Halle Bailey’s casting. Social Focus conducted a qualitative content analysis of public responses and utilized social media analytics to map the cultural dispute triggered by the film’s casting decision.

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Jair Bolsonaro’s Speech Analysis

is part of the Stop The Hate campaign, in partnership with California State Library

Social Focus’s analysis of Jair Bolsonaro’s speech uses quantitative data analysis and network mapping to explore the role of socio-digital networks in political communication. This research delves into the rise of extreme right-wing populism in America and Europe, using Bolsonaro’s presidency as a case study of how democratic elections can be influenced by economic crises and societal fears. The methodology includes quantitative analysis of messages and interactions across platforms such as YouTube, Twitter, Facebook, and Whatsapp, revealing dissemination patterns and the types of narratives promoted. These platforms facilitated direct voter communication and amplified divisive, populist rhetoric.

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