Inverting the boomerang: examining the legitimacy of North–South–North campaigns in transnational advocacy

The boomerang model is typically used to describe campaigns in which international NGOs respond to requests from local activists, often from marginalized populations, for assistance in addressing local needs. Such campaigns are perceived to represent local interests and have some accountability to local actors. However, while the local–international–local pattern is often accurate, it does not capture the full spectrum of campaign development. This article theorizes an international–local–international or ‘inverse’ boomerang, in which international NGOs facing an international policy blockage initiate a transnational campaign, recruiting local activists to assist in the international advocacy effort. The article demonstrates the theory's plausibility using several cases of Northern‐initiated advocacy. It then examines the implications of the model for campaign legitimacy. It finds that inverse boomerang campaigns benefit from the same presumptions of legitimacy as traditional boomerang campaigns, but that representivity and accountability are substantially weaker, potentially disempowering the campaigns' claimed stakeholders.     

Are there domino effects between consumers' ordinary and ‘green’ practices? An analysis of quantitative data from a sensitisation campaign on personal carbon footprint

This paper studies how consumers' reported practices related to food, energy use in housing, daily mobility, and tourism are combined and structured. Social practice theories are the main theoretical framework of this research. Data are drawn from a sensitisation campaign run by the WWF-Belgium and the methods developed to attempt to translate the theoretical focus to practices. Results show that both the low number of ‘green’ practices reported and the multiplicity of combinations of practices indicate a rather important compartmentalisation of ‘green’ practices and seem to refute the hypothesis of vast domino effects in these four different areas. In addition, a wider openness to information on environmentally friendlier practices is associated with a larger number of such practices, which raises questions about the design of such campaigns. Finally, there is no conventionalised way of linking practices and commitments taken by the respondents to reduce their environmental impact. A few policy recommendations are derived for sensitisation campaigns that often assume domino effects between ‘green’ practices, and for tools dealing with personal carbon awareness.     

Social License to Operate in Crowdfunding Campaigns

Organizations and individuals need to engage their communities to gain the social license to operate (SLO). In crowdfunding, SLO is reflected in funding by the members of communities of interest around crowdfunding campaigns. Thus campaign creators’ success relies on obtaining SLO from their communities. This article examines how crowdfunding campaign creators engage their communities to gain and maintain SLO to secure funding for their campaigns. Content analysis of 68 successful and unsuccessful Kickstarter campaigns shows how successful campaign creators build their communities by the use of weak ties and have abundant relational and episodic engagement with their communities to obtain SLO. The results also show how successful campaign creators practice dialogic engagement to maintain their SLO over time. This study expands public relations to crowdfunding by framing crowdfunding as a community engagement practice and operationalizing SLO as tangible funding.     

Imagining a future in ‘bush’: migration aspirations at times of crisis in Anglophone Cameroon

This article addresses the migration aspirations of young, lower middle-class Cameroonians living in Anglophone Cameroon. Deportations and prevention campaigns portray the negatives of migration, yet often have little impact because they assume that migrants’ aspirations are grounded in the prior success of other migrants. This research takes its lead from the question: Why aren’t aspiring migrants in Cameroon discouraged by migration failure? It is based on an ethnographic fieldwork conducted between September 2007 and January 2009 in Buea (South West Cameroon). Since the late 1990s, the desire for a future ‘away from home’ has come to be expressed in Anglophone Cameroon by aspirations of going to ‘bush’. Taking seriously people’s conceptions of success and failure in places of departure, the article argues that locally voiced claims of ‘global belonging’ exert an important influence on migration aspirations. An understanding of deeply rooted migration desires must include an analysis of identity politics.     

‘The Anarchists' World Cup’: Respectable Protest and Media Panics

In 2005 225,000 people marched through Edinburgh enjoining the G8 to ‘Make Poverty History’. The coalition's own assessment of their campaign highlighted the importance of media by focusing on the extent of media coverage. Media outlets, however, have their own agendas. Detailed analysis of newspaper coverage preceding the G8 Summit suggests a disjuncture between campaign objectives and media frames. This paper explores how far newspaper accounts of G8-related protests were ‘framed’ in terms of social movement aims, and how far in terms of anticipated violence. Our findings lead us to caution against an uncritical equation of ‘coverage’ and ‘success’, offering a more nuanced account of the interplay between social movements and media.     

Between the Public and the State: The Shipping Lobby's Strategies against US Immigration Restrictions 1882–1917

Based on Freeman's model of interest group‐driven migration policies, the article gives a qualitative inside look on a neglected actor during the formative years of US immigration reform. It analyzes the central role of the shipping companies in coordinating the pro‐immigration campaign with and against other interest groups. Their lobbying is divided into two complementary sections: inside top‐down efforts (lobbyists) to influence legislators and outside bottom‐up efforts (migrant communities and the press) to mobilize the public. It assesses the importance of public opinion in their lobby campaigns and the shipping companies’ success in delaying far‐reaching restrictions until 1917.     

The Effects of Capital Campaigns on Other Nonprofits’ Fundraising

This study focuses on the effects of capital campaigns on the fundraising performance of other nonprofits within the same geographic region. Drawing from research in organizational ecology and charitable giving, we offer a theory of capital campaign impact that says any impact of a campaign must be looked for in a carefully circumscribed area or population of organizations, and that campaigns raise awareness of the need for services within a particular area. We use data on capital campaigns at arts nonprofit organizations in forty‐eight counties across the United States between 1999 and 2007, coupled with financial data on nonprofits in the arts in the same county to test our hypotheses. The results from our analyses show that a major capital campaign positively affects other nonprofits’ fundraising, and the effect varies depending on the phase of the capital campaign. We discuss possible mechanisms that drive the positive effects of capital campaigns, and conclude with a short illustration.     

Microblogging-Based Civic Participation on Environment in China: A Case Study of the PM 2.5 Campaign

Poor air quality has been affecting the Chinese people for many years due to the country’s speedy industrialization and urbanization. However, very few initiatives had been taken by civil society until 2011. The air pollution campaign between October 2011 and March 2012 initiated on a Chinese microblogging website, mobilized millions of citizens and effected policy change. It is often seen as a milestone in the chronology of public participation in China. Using process tracing, participant observations, framing analysis and in-depth interviews, the article analyses this campaign by revealing its major actors and frames mobilizing issue entrepreneurs and environmental publics. Our analysis generates two findings: first, microblogging platforms can greatly expand the networks of Chinese environmental activists by involving public figures and governmental agencies; second, the frame which links air pollution to health and appreciates governmental efforts is critical to the success of civic participation in China’s environmental governance.     

The UEFA European Football Championship 2012 and pop nationalism in Poland: between confirmation and contestation

Poland and Ukraine jointly hosted the European Football Championship in 2012. The Polish media and government portrayed Euro 2012 as the culmination of the post-communist transformation that started in 1989, a great national celebration and proof that Poland belonged to the family of ‘modern’ nations. Drawing on ethnographic research, we look beyond the official discourse and analyse Euro 2012 ‘from below’ in our paper. We focus on analysing the different meanings attributed to Euro 2012 in Poland in the context of the dominant discourse. Referring to Stuart Hall, we distinguish and analyse three readings of Euro 2012, namely the dominant (‘celebrators’), negotiated (‘indifferentists’, ‘modernisers’) and oppositional (‘radical nationalist’, ‘rebels’) readings.     

Campaigning in the fourth age of political communication. A multi-method study on the use of Facebook by German and Austrian parties in the 2013 national election campaigns

Starting from the contribution to the discussion on a fourth age of political communication, here we argue that, as a consequence of how the Web 2.0 has changed political campaigns, the theoretical time-bound three-phase models of political campaigning must be reconsidered. We propose four ideal campaign types based on their ideal-typical target audience: partisan-, mass-, target group- and individual-centered campaigns. In reality, each campaign combines elements of all types. To examine this mixture empirically, we apply a most similar systems design and investigate five German and six Austrian parties’ use of Facebook in the 2013 national election campaigns. On the basis of face-to-face interviews with the campaign managers and a quantitative content analysis of the respective parties’ Facebook pages, we analyze how parties used Facebook as a campaigning tool to inform, interact with, and mobilize voters, as well as which target audiences they addressed. We find that, although the campaign managers declare Facebook their most important Web 2.0 campaigning tool, the German and Austrian parties did not make use of Facebook’s interactive and mobilizing potential, rather relying on mass-centered information, possibly due to the framework conditions in both countries. Based on our findings, we conclude that the role of context for election campaigning should be discussed more carefully.     

Book reviews

The US campaign for ‘pure food’ from the 1880s through 1906 featured a diverse coalition of groups with quite different ways of defining the problem, identifying the relevant actors, and balancing political and consumerist tactics. This paper examines how these differences in framing, rather than undermining cooperation or impeding success, helped to broaden the coalition for pure food and to win passage of the 1906 Food and Drug Act. It pays particular attention to the ways in which women's groups acted as frame brokers, translating pure food issues into a maternalist language and, in so doing, contributing both new support and new tactics to the campaign. The case study is used to address more general issues in the relationship between framing and (1) coalition-building and (2) tactical repertoires.     

Beyond organization-centred public relations: Collective action through a civic crowdfunding campaign

Public relations scholars have called for a shift from organization-centred approaches and practices to community, – or collective-based ones. With the Internet, the latter have become more frequent although under-researched or not well understood. This article addresses those gaps by researching a community-based campaign in New Zealand and by underpinning the research with collective action theory. Methodologically, it combines netnography, thematic analysis, and interviews with major players, to analyze a civic crowdfunding campaign. It provides an account of how two amateur activists not only initiated and managed this campaign, but also raised US$1.5 million (NZ$2.27) within three weeks to buy a private beach and gift it back to the New Zealand public. The article seeks to add to both PR scholarship and practice. It adds to the former by analysing the campaign and identifying success factors for civic crowdfunding campaigns more generally; and to the latter by accounting for a different kind of activist and community-based PR that goes beyond organization-centred approaches to offer gratifying community-centered work that improves the reputation of PR for contributing to the common good.     

集体性抗争行动结果的影响因素——一项基于三个集体性抗争行动的比较研究

本文比较了三个健康政策领域的集体性抗争行动的过程和结果,即乙肝携带者的反歧视行动,血友病感染艾滋病患者的维权行动和输血感染艾滋病患者的维权抗争行动,并分别从组织能力、策略应用和政治机会结构等角度来分析影响集体性抗争行动结果的因素。乙肝携带者的反歧视运动通过法律动员策略获得了成功,并走向了制度化的发展方向;血友病感染艾滋病患者群体通过组织策划的抗争行动进入了体制内的讨价还价过程,并成功获得了经济赔偿;输血感染艾滋病患者在政策倡导行动受阻之后走上了上访式的个人行动道路,目前仍未取得成果。本文认为这三个集体行动结果的差别可以从集体行动组织对资源动员和行动话语塑造的能力、使用策略的技巧性、以及不同类型和诉求的集体行动及其所处的政策领域所产生的不同政治机会结构等因素来解释。     

Branded Solidarity in Fair Trade Communication on Facebook

The objective of fair trade to achieve economic justice through markets depends on establishing, via moral education, bonds of solidarity between Northern consumers and impoverished Southern producers. Moral education is increasingly realised by commercial brands who take advantage of the opportunities offered by social media. This article analyses the discursive construction of solidarity in the brand communication of Pukka (UK) and Pizca del Mundo (Poland) on Facebook. It identifies 3 discourses of solidarity: ‘solidarity through legitimation’, which presents the rationale for solidarity with Southern producers; ‘solidarity through affinity’, which constructs a moral economy between Southern producers and Northern consumers; and ‘solidarity through lifestyle’, which proposes everyday actions that can be undertaken by consumers to support Southern producers. These discourses are employed by the brands to different extents, with Pizca del Mundo attempting to establish a fair trade market in Poland and Pukka with an aim to increase sales of their fair trade products. The article concludes that primarily the discourses of ‘solidarity through legitimation’ and ‘solidarity through affinity’ serve moral education whose objective is to generate sustained commitment towards Southern producers as distant others.     

‘This is Our City’: branding football and local embeddedness

In 2005, with a view to cultivating the loyalties of local supporters rather than attracting new support, Manchester City Football Club launched its Our City branding campaign. The campaign suggests that ‘real’ Mancunians support City and not local rivals like Manchester United, which it implicitly conceives of as a global, non‐local, corporate entity. By building on established fan culture and the myths surrounding the local and the global, City is portrayed as ‘authentic’, ‘cool’ and rooted in a traditional ‘working‐class community’. Contending that football is a revealing field in which to explore contemporary formations of identity, in this article we critically explore the relationship between branding, place and identity. We describe the campaign, explore the myths with which the Our City campaign is aligned and discuss the embedded contexts that constrain the global branding of football.     

The Making of a President: How Presidential Candidates Become Who They Are in Biographical Campaign Materials

This article examines how presidential campaigns claim that candidates became who they are by looking at biographical campaign materials through the lens of biographical reasoning. Biographical reasoning is the process of connecting the experiences in someone’s life to his or her identity, often by treating those experiences as either a cause or an illustration of characteristics. An analysis of biographical reasoning in presidential campaign materials from 1952 to 2016 reveals three key themes in how campaigns portray candidates’ development: (a) Early in life, candidates mostly acquire, rather than illustrate, positive characteristics; (b) candidates mostly improve as people without major characterological setbacks, going from good to better; and (c) candidates benefit very little from economic advantages. The consistency of these themes suggests that the conventions of biographical campaign materials include specific assumptions about how presidents should become who they are, some of which help campaigns connect candidates to important American myths.     

Trends in the Research and Practice of Health Communication Campaigns

A compelling communication tool that can potentially impact health‐related outcomes and indicators across numerous health problems among a diversity of audiences is the health communication campaign. The purpose of the current article is to discuss trends in the research and practice of health communication campaigns. First, we discuss the issue of campaign effects and discuss a framework that encompasses key principles of effective campaigns. Next, we discuss four trends in health communication campaigns: (a) the increased application of marketing principles in campaigns; (b) the greater use of rigorous outcome evaluation designs in campaign research; (c) the increased use of cost effectiveness analysis in campaigns; and (d) the increased use of new media technologies in campaigns. Finally, we conclude the article with thoughts about the future of health communication campaign research and practice in relation to these trends.     

Making knowledge legitimate: transnational advocacy networks' campaigns against tobacco,infant formula and pharmaceuticals

In this article, we examine three different cases in which health activists lobbied the World Health Organization and its member states to regulate the marketing practices of multinational companies. The campaign against tobacco manufacturers resulted in a binding treaty; the campaign against manufacturers of infant formula resulted in a non‐binding code of conduct; and the campaign against pharmaceutical manufacturers failed. We show that existing arguments regarding the success of global social movements and transnational advocacy networks fail to explain the divergent outcomes in these three cases. Instead, we argue that the effectiveness of global advocacy in these cases depended on the level of perceived legitimacy of the knowledge supporting the advocates' claims and on the prestige of the experts participating in the campaigns.     

Disciplining the sex ratio: exploring the governmentality of female foeticide in India

The ‘girl child’ has attracted a considerable amount of attention in India as an object of policy addressing gender discrimination. This article examines the field of campaigns seeking to address female foeticide and positions the public discourse on the ‘girl child’ and sex selective abortion in India within a broad cultural backdrop of son preference. The article argues that anti-female foeticide campaigns exist within a disciplinary domain of female foeticide which both generates a discourse of saving the ‘girl child’ and also shows attempts to utilise both incentives and punitive measures in carving out a female foeticide carceral space.     

A new route to norms evolution: insights from India’s right to food campaign

For over a decade, activists in India have waged a nationwide Right to Food (RTF) campaign aimed at highlighting persistent undernutrition in their country and galvanizing corresponding legal and administrative reform. This article draws on original interview data to demonstrate the process through which the campaign has forged a new and more robust interpretation of the RTF than that prevailing in international law and practice. It has done so by relying largely on domestic law, institutions, and networks rather than through ‘vernacularization’ of international norms or transnational advocacy. The campaign’s innovative conceptualization of the RTF along with the ongoing challenges it faces in attempting to influence the implementation of that right have broader implications for human rights theory and advocacy beyond India.