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11.HumanRightsOrganizationsMediaStrategies.pptxHuman rights Organizations
Media Strategies, Messages, Platforms and Audiences
11. Comm 153 Spring 2023
How do Human Rights Organizations Make Themselves Heard
Media strategies
Messages
Platforms
Audience
Context: The Political Structure
Democracies vs. Autocracies
Press Freedom
Communication Freedom
Platform Availability
Corrupt societies
Media Strategies
Purposes
Attention
Support
Resources
Access
De Bruycker
The causal mechanism here is not that the public is persuaded by interest groups’ media claims per se, but rather that an advocacy group’s signal of support is perceived by policymakers as broadly approved (Manheim, 2011, p. 28). It is more difficult for policymakers to neglect widely endorsed demands if they are openly articulated in the news. Therefore, the advocacy camp that manages to (rhetorically) connect its own goals and interests with those of the expanded audience increases the political leverage of its policy demands and consequently increases the chances of realizing its policy goals
De Bruycker
When an advocacy group manages to frame its demands in the news as aligned with the public interest, policymakers will more easily perceive these demands as widely supported, which will benefit the advocacy groups’ chances of preference attainment.
Advocacy groups that seek to pressure policymakers by means of media appearances should do so by linking their own interests and objectives to those of the broader public. If they refrain from doing so, media attention has no significant advantage for preference attainment.
De Bruycker
If advocacy groups frame their positions in the news in terms of public interests and intensively deploy outside lobbying strategies, they are more likely to see their goals attained.
In contrast, when advocacy groups do not actively seek media exposure, but end up articulating public-interest frames in the news nonetheless, their preference attainment is not significantly impacted.
De Bruycker
This article’s main finding is that media attention can aid advocacy groups in achieving their policy goals if they manage to frame their objectives in the news as aligned with the interests of broad segments of society.
Framing in the news is thus a balancing act between addressing the interests of the broader public on the one hand, while staying true to the specific goals and concerns of constituents on the other hand.
De Bruycker
the evidence revealed that interest groups can themselves elicit the effects of media frames on preference attainment, rather than that these effects are due to journalistic selection processes or other exogenous factors.
negative news frames (emphasizing risks, losses, or negative consequences) are more beneficial to achieve preference attainment
Understanding Journalist Needs and Norms
Strategies
Drive the story to the press
Press releases regarding actions
Press releases which bring human rights abuses to the attention of the press
Highlighting dramatic developments
Studies
Events for Human Rights Day
Celebrations, Concerts, Campaigns
Cultivate the Press
Gromping “The greater the effort groups put into media attention, the greater the result in terms of coverage”
Recognize what the Press Needs
Understand journalistic norms, frames,
Build Relationships
Provide Assistance
Specialist aid and providing good data
Create stories, details about people
Focus attention on how these good stories connect to public interests, needs, wants
Keck and Sikkink the “information paradox”
New reporting on previously overlooked violations such as rape and other forms of violence against women may contribute to a picture of worsening human rights that may not always be related to worsening practices.
Lobbying
How do you make your issue salient?
Coordinating lobbying with media strategy
Who do you lobby?
Local, national, international
With whom do you lobby?
Local, national, international partners or not
Platforms
Broadcast
Television
Radio
Web based
Social media
Audience
Strategies to reach different audiences
How would you segment the audience?
How do issues alter the potential audiences?
Location, Politics, History…
