Creative Media Production for Raising Awareness and Promoting Social Immunity Against Violence Toward Children, Women, and Domestic Violence: A Case Study of the Short Film “Ploy”

Abstract

This study aims to explore approaches to creative media production and to assess audience satisfaction with a short film designed to raise public awareness and strengthen social immunity against violence toward children, women, and domestic abuse. Employing a mixed methods research design, the qualitative component adopts a research and development framework to guide the production of the short film, while the quantitative component utilizes a survey method to evaluate audience satisfaction with the media content.

The qualitative findings indicate that the development of the short film Ploy followed three key stages: (1) pre-production, (2) production, and (3) post-production. The film’s narrative structure consists of five phases: exposition, rising action, climax, falling action, and ending.

Quantitative results based on a sample of 80 respondents reveal that the overall satisfaction with the short film Ploy—across five dimensions: content, visual techniques, sound techniques, presentation techniques, and practical applicability—achieved a high average rating (Mean = 4.42, S.D. = 0.728). These findings indicate that viewers reported a very high level of satisfaction with the film.