Make Poverty History: Political Communication in Action
"Make Poverty History was a major episode of protest that took place in 2005 in the UK, with the aim of influencing the G8 meeting in July of that year in Edinburgh. This book follows the campaign throughout its lifetime and unpacks the tensions that developed around the branding of Make Poverty History, particularly the conflict between campaigners and marketers over the content of messages. Looking at how attitudes towards government and political opportunities influenced the negotiation of communications, it analyses how these communications were understood by the campaign's three audience segments: the mass public, the interested and the activists. It looks at public stereotypes on global poverty and whether the campaign managed to modify them. It maps out Make Poverty History's frame on economic justice and confronts it with audience reactions. The book ends by looking at the campaign's troubled relationship with celebrities."--Book cover.
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A Short History of Make Poverty History
Make Poverty History as Brand
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accessed activist group actors analysis anonymous argue audience Blair Bob Geldof brand name campaign campaign's communications celebrities cent chapter charity Christian Aid coalition collective action frame collective beliefs Comic Relief complex cooption Coordination Team corruption coverage December Drewry drop the debt economic justice frame Edinburgh event fair trade February focus group focused G8 rally G8 summit global poverty going History's impact interested group interesteds and activists international development interview involved issues January Jubilee July June leaders Live8 MAC group MAKEPOVERTYHISTORY marketing mass communications mass public meeting member organizations messages mobilization Moderator Nelson Mandela NGOs Oxfam paign participant observation political opportunities poor countries Poverty History problem radical Richard Curtis sector social movement strategy Tearfund tension thing tion Tony Blair Trade Justice Movement understanding wanted white band World Development Movement world poverty