Activity Demo: SAMS Analysis Walkthrough

In this activity, you will watch 3 short media examples created by young people and learn how to analyze them using SAMS (Story, Audience, Message, Style)—then you’ll practice on your own.

Learning Goals

By the end of this lesson, you will be able to:

• Explain what each part of SAMS means in a real example
• Identify the story arc (beginning–middle–end) even in short content
• Describe the audience, the message, and the style choices
• Give respectful, useful feedback that helps a creator improve
• Prepare for your Week 1 assignment SAMS analysis with confidence

What You Need

• Phone + earphones (recommended)
• Notebook or notes app
• About 25–40 minutes
• Stable internet (or download if you can)

Before You Watch (Important)

You’ll watch up to 3 short pieces (video/audio/photo story). While watching:

• Don’t rush. Watch once for general understanding.
• Watch again and take notes using the SAMS guide below.
• Focus on learning, not judging.

SAMS Walkthrough Guide (Use this while watching)

S — Story (What happens?)

Ask:

• What is the situation / problem / idea?
• Who is the main person or focus?
• What changes from the beginning to the end?
• What moment is the “turning point” (if any)?
  Write:
• 1–2 sentences describing the story

A — Audience (Who is it for?)

Ask:

• Who would benefit most from seeing/hearing this?
• Is it for youth, parents, leaders, community, online viewers?
• Where would it work best: WhatsApp, TikTok, YouTube, school hall?
  Write:
• “This content is mainly for ______ because ______.”

M — Message (What is the creator saying?)

Ask:

• What is the main point or lesson?
• What should the audience think/feel/do after watching?
• Is there a call-to-action (even if indirect)?
  Write:
• “The message is ______. It matters because ______.”

S — Style (How is it told?)

Ask:

• What style choices do you notice? (music, voice, captions, visuals, pace, humor, seriousness)
• What makes it engaging or confusing?
• How is the quality: sound, lighting, framing, editing?
  Write:
• 2–4 bullet points on style strengths and style improvements

Step-by-Step Activity 

Step 1 — Watch/Listen to: Deaf Not Dumb – Official Video

• Watch once without writing
• Watch again and fill SAMS notes

Step 2 — Watch/Listen to: This Is My Home, iEARN-Uganda

Use the same SAMS format;

Step 3 — Watch/Listen to: A  dying Citizenry (Help Stop Drug Abuse)

Use the same SAMS format

Step 4 — Choose ONE Example to Go Deeper (10 minutes)

For the example that you found most interesting:

• Write one paragraph: “What works well and why?”
• Write two improvement suggestions (specific and kind)

Use this simple feedback formula:

• What’s working: “I noticed ______, and it helped because ______.”
• Suggestion: “To make it stronger, you could ______.”
• Question: “I’m curious about ______.”

Quick Reflection (2 minutes)

Answer any one of these:

• What did you learn about storytelling from these examples?
• Which part of SAMS was easiest for you? Which was hardest?
• What style choice stood out to you most (music, pacing, captions, framing)?

Ready for the Week 1 Assignment

This SAMS practice prepares you for:

✅ Template C: SAMS Analysis (Week 1 Assignment)

You’ll analyze one advert/clip/post and submit your SAMS breakdown.