Issue 3, 2007   

Campaigning. Staged publicity as an instrument of political communication.

Gesine Schwan: Freedom of speech: A precondition for democratic development, FJ NSB 3/2007, pp 5-11.

Media have responsibility within democracies. That their freedom is a precondition for democratic development is obvious in east european countries of transformation. Besides normative reasons fort the principle of free media there are also practical ones, since freedom of media is limited by concentration of political and economic power. A dominating logic of the market undermines people’s responsibilities as citizens. For that reason political and economic power has to be limited.

Jens Siegert: Civil Society in Putin’s Russia, FJ NSB 3/2007, pp 12-17.

In Russia the opportunities for civil society organisations were harshly diminished by a law in the end of 2005. Though Russia is to be categorized as a steered democracy, in which the Kreml tries to monopolize politics, there developed a civil society. Despite the fact that NGOs are corporatively integrated, the third sector is a source of opposition. This is due to the fact that NGOs are needed by the political elite as a supplier of information, though these endanger their power.

Rudolf Speth: Staging Publicity by Campaigns, FJ NSB 3/2007, pp 18-27

More and more money is spent on campaigning in order to attract peer groups. By this a development started, in which the main focus is on staging, illustrations and spectacular events. Not all issues can be campaigned. Growing campaigning affects also democracy, since discourse and arguing referred to the matter is in danger. Campaigns can also be dangerous for participation. But they are traditionally used by social movements as a action of protest.

Fabian Friedrich/Michael Buchner/Dino Kunkel: Strategic Campaign-Management of NGOs, FJ NSB 3/2007, pp 26-32

NGO-Campaigns are systematically and efficiently lead efforts for a process of change, whose direction and development is defined by a clear-cut aim. NGO-campaigns differ from those in politics and economy in some important aspects. The article sums up the characteristics of NGO-campaigns as definition of aims, strategy-development or research but also campaigning-tools which are illustrated by some examples of successful international campaigns.

Frauke Banse: Global Campaigning, FJ NSB 3/2007, pp 33-39

International active NGOs have become a part of global governance with their campaigns. This integration leads to dilemmas. If NGOs shall control multinational corporations, they have in certain cases to advertise these corporations and a dangerous privatization of the political may arise. NGOs have to reflect their role as private organizations and must not act as experts and lobbyists only. Their main ressource is still the public sphere, which they have to use together with social movements.

Sigrid Baringhorst/Veronika Kneip/Johanna Niesyto Anti-Corporate Campaigns on the web: Techniques and Praxis, FJ NSB 3/2007, pp 49-60

The article analyses empirically campaigning-websites. It asks for the way in which they try to build publicity. They are complex spheres of communication, from which networking towards a transnational public can benefit. Websites of Anti-Corporate Campaigns are analyzed along their tasks of social praxis (Framing, identification, networking, mobilization) and techniques they use (Production, Coproduction, Online- and Offline-Networking). It is shown that civil societies protest movements use campaign-websites to build publicity.

Hans-Jürgen Arlt: There is always one, or at least a so called one. On Campaigns and Trade Unions, FJ NSB 3/2007, pp 61-69

Trade Unions are experts on campaigns due to their historical experiences. They have a broad know-how. In all fields of their activities there are more campaigns. But trade unions lack an ability of action and assertiveness, which cannot be compensated by campaigning. Trade unions have instead to face the societal changes and deal with the people’s expectations and experiences. There is a chance for the new Organizing-Model only, if trade unions become more responsive. Campaigns will be more successful, if trade union’s basic attitude will change.

Katja Prescher: Social Campaigns, FJ NSB 3/2007, pp 70-77

Social Campaigns are conducted by corporations as well as by Nonprofit-Organisations (NPOs); more and more cooperations between both actors arise. But can there be too much societal responsibility of profit corporations? Can NPOs copy the instruments of profit-marketing? What are the consequences of a raise of social campaigns especially the concurrence referring to the rare good of attraction. This is analyzed in the article as well as other problems. The meaning of social campaigns as well as the chances and dangers are figured out.

Jens Tenscher/Judith Laux Limits of Communicating Reforms Communication-Management of the ‚Initiative Neue Soziale Marktwirtschaft’ and its perception, FJ NSB 3/2007, pp 78-88

Discussing the question in how far citizens are willing for reforms and politicians able to conduct them in the midnineties made several so called reform-initiatives appear on the political scene. Chances and limits of communication-management are analyzed referring to the example of the initiative ‚Neue Soziale Marktwirtschaft’ (INSM). Peer groups in the fields of politics, media and economy were asked how they perceived the initiative and how they judge it. It is shown that the initiative did not reach their aim. Negative associations by multipliers due to the lack of credibility concerning independence and orientation towards the public good diminish the chances for success.

Hans Hütt/Nikolaus Huss/Annette Rogalla: Attention, Reform in Health Policy! How pharmacists suceeded with a dialogue-campaign politically, FJ NSB 3/2007, pp 89-94

In summer 2006 the government tried to reform health policy in a way that would have cost freelance pharmacies 500 millions euro. Pharmacies should pay for failed discount-agreements between health insurance companies and drugmakers. With a communication campaign aiming on internal as well as on external peer groups they were successful to correct the draft. The campaign mixed instruments of Public Affairs and  Public Relations and tried to gain from political dialogue.

Hans-H. Langguth Campaigning: From Relevance to Resonance to Revolution Copying successful election campaigns within business-marketing, FJ NSB 3/2007, pp 95-104

The world of corporations and politics come closer. Corporations can learn from election campaigns and NGO-actions. In both cases the aim is to develop a campaign out of a great idea and to produce relevance for parties, people and products. Successful election campaigns can be a Vorbild for corporations. In both fields one must have a sense for trends – e.g. Unilever’s Pro Age-Campaign –, and a great and emotional story has to be told as in ‚Du bist Deutschland’. In both cases conscience and Verhalten shall be changed. And timing is important as the campaign fort he softdrink Bionade shows.