Campaigning and Mass Self-Communication

Abstract

This article explores the effects of the public’s capacity to create, distribute, and selectively consume content and information (termed mass self-communication) on non-governmental campaigns (NGC). These effects are explored using two campaigns from different communication environments: the 2011 Australian Ban Live Export campaign (BLEC) that targeted live animal exports to Indonesia and the 1997 International Campaign to Ban Landmines’ (ICBL). The ICBL's five key campaign techniques will be used as a platform to analyse how mass self-communication effects NGC. This analysis offers general insight into the effects of this new communication environment on NGC. It is found that NGC must harness the public’s propensity to participate, relinquish control, hold credibility, and formulate a clear and concise message.