Getting the message: audience resonance with Australian climate change campaigns

Hall, Nina L. and Star, Cassandra (2007) Getting the message: audience resonance with Australian climate change campaigns. In: Probing the boundaries of environmental justice and global citizenship. At the Interface (Vol. 3). Inter-Disciplinary Press, Oxford, UK, pp. 185-194. ISBN 978-1-904710-38-7


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: Book Chapter (Commonwealth Reporting Category B)
Refereed: Yes
Item Status: Live Archive
Additional Information: All materials made available as eBooks are Copyright The Inter-Disciplinary Press. No reproduction is permitted. Access the paper via the URL in this record. e-book format
Faculty / Department / School: Historic - Faculty of Business - School of Accounting, Economics and Finance
Date Deposited: 04 Feb 2008 02:19
Last Modified: 14 Sep 2016 03:20
Uncontrolled Keywords: social movements, NGOs, audiences, climate change, campaigns
Fields of Research : 16 Studies in Human Society > 1699 Other Studies in Human Society > 169999 Studies in Human Society not elsewhere classified
16 Studies in Human Society > 1606 Political Science > 160699 Political Science not elsewhere classified

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