CRITERIA OF SUCCESS FOR PROTEST CAMPAIGNS

Successful protest campaigns can be evaluated by following criteria:

- public attention (high rate of media response),

- political regulations (e.g. national or EU laws),

- corporate politics and influence on corporate communication,

- societal self regulations (e.g. boycott).

Referring to different addressees of protest communication the following typological overview systematizes the evaluation of success of transnational campaigns:

Supporters

Addressees

Subsystem / Societal Sphere

Criteria of Success

Examples

old / new media

public /

Media system

media response

high rate of public attention through intensive coverage in dominant media

corporations

economic system

adaptation of corporate politics to protest objectives

campaign objectives become objectives of corporate politics

instruments of state /

International organisations

political system or subsystem resp.

institutions

implementation of political regulations (laws)

campaign objectives become legal regulations

consumer citizens

 civil society

societal self regulation

boykott
buycott

 The higher the rate of media response, the higher are the chances of achieving the other objectives.

(Sigrid Baringhorst, Project „Changing Protest and Media Cultures. Transnational Corporate Campaigns and Digital Communication“, 2005.)





HYPOTHESES EXTRACTED FROM LITERATURE

Hypotheses extracted from literature about transnational campaigns (German source), available HERE

Hypotheses extracted from literature about politicised consumerism (German source), available HERE

Hypotheses extracted from literature about social movements and NGOs (German source), available HERE


WORKING PAPERS

The Brent Spar Campaign (German source), available HERE

The Springer Campaign (German source), available HERE

First results of the analysis of German Corporate Campaigns (German source), available HERE

Comparative Study of Transnational Anti-Corporate Campaigns – Research Design and Preliminary Results (Johanna Niesyto), available HERE

The Political Power of Consumers (Svenja Koch, Greenpeace/German source), available HERE