Media and Metanoia: Documentary ‘Impact’ Through the Lens of Conversion

Abstract

How do contemporary understandings of religious conversion and formation shed light on the “impact” and “effectiveness” of social change media? This paper evaluates three case studies, public television documentaries produced in the mid-1990s, to reflect on their social effect. Contemporary conversion theory provides a nuanced perspective with which to interpret the nature and circumstances under which social documentary—media created specifically so as to have a social effect—may in fact be said to have an “impact.” Innumerable media theorists have discredited market models where the uncritical television viewer gets off her couch straightaway and goes out to join a social movement in the same manner as she might buy a new brand of toothpaste, and yet an expectation of being able to demonstrate (often quantifiable) “results” insistently follows documentarians and public television outreach professionals. This “high-impact” model may be seen to be analogous to a “Road to Damascus” view of instant and permanent religious conversion, likewise discounted yet tenacious. It is an illuminating exercise to consider the operations of documentary media from the perspective of developmental conversion theorists such as Rambo, Tippett, Fowler, Lovland and Stark, and others. In this light, it is possible to understand both how these documentary case studies did create certain very particular kinds of change, as well as why most social documentaries, in truth, do not.