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Campaigning and Mass Self-Communication

Maarten Rikken (1)
1. The University of Adelaide - Australia
https://doi.org/10.36923/jicc.v15i2.697

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Issue
Vol. 15 No. 2 (2015)
Submitted
2012 June 10
Published
2015 July 10
Keywords:
    Campaign, Ban Live Exports, Indonesia, Mass self-communication, ICBL, Animal welfare & Australia
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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.

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Authors

Maarten Rikken
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Author Biography

Maarten Rikken

Maarten Rikken, PhD, was a lecturer/tutor in the Media Discipline at the University of Adelaide, Australia. He moved to Europe in 2013 to work with the Institute of Historical Justice and Reconciliation (IHJR) in The Hague and currently studies German in Berlin. His main areas of research include new communication platforms and non-governmental campaigns.

Rikken, M. (2015). Campaigning and Mass Self-Communication. Journal of Intercultural Communication, 15(2), 1-15. https://doi.org/10.36923/jicc.v15i2.697
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Copyright (c) 2015 Maarten Rikken

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How to Cite

Rikken, M. (2015). Campaigning and Mass Self-Communication. Journal of Intercultural Communication, 15(2), 1-15. https://doi.org/10.36923/jicc.v15i2.697