Getting the message: audience resonance with Australian climate change campaigns

Hall, Nina L. and Star, Cassandra (2006) Getting the message: audience resonance with Australian climate change campaigns. In: 5th Global Environmental Justice and Global Citizenship Conference, 3-6 July 2006, Oxford, United Kingdom.

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Abstract

[Introduction]: This paper examines the climate change campaigns being conducted by seven environmental non-government organisations (NGOs) in Australia to determine how campaign messages are perceived by the intended audiences. The research examines whom the NGOs are targeting, and whether the messages resonate with these audiences. This paper compares the impressions of campaign effectiveness of the NGO campaigners against those of their identified audience groups. This comparison is presented in recognition that, as Giugni identifies, “[social movement success] is in large part subjectively assessed. Movement participants and external observers may have different perceptions of the success of a given action.”


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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: No
Item Status: Live Archive
Additional Information: No evidence of copyright restrictions on web site.
Depositing User: Dr Cassandra Star
Faculty / Department / School: Historic - Faculty of Business - Department of Economics and Resource Management
Date Deposited: 11 Oct 2007 00:57
Last Modified: 02 Jul 2013 22:42
Uncontrolled Keywords: Australia, global warming, activism, social movements
Fields of Research (FOR2008): 16 Studies in Human Society > 1606 Political Science > 160601 Australian Government and Politics
16 Studies in Human Society > 1606 Political Science > 160605 Environmental Politics
URI: http://eprints.usq.edu.au/id/eprint/2111

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