Getting the message: audience resonance with Australian climate change campaigns

Edited book (chapter)

Hall, Nina L. and Star, Cassandra. 2007. "Getting the message: audience resonance with Australian climate change campaigns ." Clements, Belinda (ed.) Probing the boundaries of environmental justice and global citizenship. Oxford, UK. Inter-Disciplinary Press. pp. 185-194
Chapter Title

Getting the message: audience resonance with Australian climate change campaigns

Book Chapter CategoryEdited book (chapter)
ERA Publisher ID2254
Book TitleProbing the boundaries of environmental justice and global citizenship
AuthorsHall, Nina L. (Author) and Star, Cassandra (Author)
EditorsClements, Belinda
Volume39
Page Range185-194
SeriesAt the Interface
Number of Pages10
Year2007
PublisherInter-Disciplinary Press
Place of PublicationOxford, UK
ISBN9781904710387
Web Address (URL)http://www.inter-disciplinary.net/publishing/idp/eBooks/PTBEJGC%201.6b.pdf
Abstract

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.'

Keywordssocial movements, NGOs, audiences, climate change, campaigns
ANZSRC Field of Research 2020449999. Other human society not elsewhere classified
440899. Political science not elsewhere classified
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Byline AffiliationsMacquarie University
Department of Economics and Resource Management
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