Mobilizing Public Will For Social Change
Contributing Organization(s): Communications Consortium Media Center
Author(s)/Creator(s): Charles T. Salmon; L.A. Post; Robin E. Christensen; CCMC's Media Evaluation Project
Publishing Date: 2003-06-11
Issue Areas: Nonprofits and Philanthropy; Media
Ownership/Rights Info: Copyright 2003 Communications Consortium Media Center
File info: 43 pages; 129.27 KB file size
Examines the theory and strategies of "public will" campaigns and offers tangible criteria for their evaluation. It provides a rich inventory of strategies for use in mobilizing the public will through an integration of models of agenda building, social problem construction, issues management, social movements, media advocacy, and social capital. In addition, the paper provides cases and examples of public will campaigns directed at various social problems, along with criteria for evaluating these campaigns at various stages of a social problem's life cycle.
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Intended Audience: Advocates; General Public; Policy Professionals
Type/Format: CaseStudy; Whitepaper
Language code: English
Type/Format: CaseStudy; Whitepaper
Language code: English
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