Steps to consider. 3/17/2011 Hastings: Image management in nonviolent civil society struggle 2

Transcription

1 Tom H. Hastings

2 3/17/2011 Hastings: Image management in nonviolent civil society struggle 2 Steps to consider Understand the power of image Different manifestations of image Examining effects of violence on image How image is created and managed Media and image

3 3/17/2011 Hastings: Image management in nonviolent civil society struggle 3 Image importance Engage widest sympathy Avoid rationalization for violent repression Recruit masses

4 3/17/2011 Hastings: Image management in nonviolent civil society struggle 4 Historical examples Gandhi as nonthreatening Rosa Parks as dignified Filipina nuns as spiritual

5 3/17/2011 Hastings: Image management in nonviolent civil society struggle 5 Moral leadership Archbishop Desmond Tutu Aung San Suu Kyi Dalai Lama Sr. Anne Montgomery Martin Luther King, Jr. Berrigan brothers Filipina nuns

6 3/17/2011 Hastings: Image management in nonviolent civil society struggle 6 Power of vulnerability No predator prey evocation Prompt protective response

7 3/17/2011 Hastings: Image management in nonviolent civil society struggle 7 Celebrity: + & - Association with celebrity can raise profile of campaign Care to avoid celebrity spokes-role

8 3/17/2011 Hastings: Image management in nonviolent civil society struggle 8 Rebranding with disarming gentleness Child-friendly Parent-friendly Family-friendly Warrior culture image transformed

9 3/17/2011 Hastings: Image management in nonviolent civil society struggle 9 Unprotected become protected Mothers of the Disappeared Mothers of the Plaza del Mayo Women in Black

10 3/17/2011 Hastings: Image management in nonviolent civil society struggle 10 Effects of violence Repressive violence backfires Civil society violence backfires

11 3/17/2011 Hastings: Image management in nonviolent civil society struggle 11 Repressive violence backfires Innocent image elicits sympathy Sympathy produces response Widespread outrage

12 3/17/2011 Hastings: Image management in nonviolent civil society struggle 12 Repressive violence backfires 2 Apathy overcome: unites opposition Pressure on policymakers

13 3/17/2011 Hastings: Image management in nonviolent civil society struggle 13 Civil society violence backfires Alienating Frightening Lowers participation Refocuses from issue

14 3/17/2011 Hastings: Image management in nonviolent civil society struggle 14 Stop the movement cold Faceless nihilist imagery Unknown origins More radical than thou repels

15 3/17/2011 Hastings: Image management in nonviolent civil society struggle 15 Image destruction Recruitment diminishes Issue redirection Policymakers can safely ignore

16 3/17/2011 Hastings: Image management in nonviolent civil society struggle 16 Attacking image Agents provocateurs Radical flank

17 3/17/2011 Hastings: Image management in nonviolent civil society struggle 17 How image is created and managed Construct image of power Superhuman nonviolence Enabling image enhancement Legacy sensitivity Don t give peace a chants Proactive semiotics Credibility

18 3/17/2011 Hastings: Image management in nonviolent civil society struggle 18 Construct image of power Letter from Birmingham Jail South African boycott leaders Danish Freedom Councils

19 3/17/2011 Hastings: Image management in nonviolent civil society struggle 19 Superhuman nonviolence Imagery of courage Rising above the norm Shocking forgiveness

20 3/17/2011 Hastings: Image management in nonviolent civil society struggle 20 Enabling image enhancement WOZA Aung San Suu Kyi Desmond Tutu Martin Luther King, Jr.

21 3/17/2011 Hastings: Image management in nonviolent civil society struggle 21 Legacy sensitivity Capitalize on movement identity Avoid negative triggers Transform negative legacy components Combine best elements of legacies to form new movement identity

22 3/17/2011 Hastings: Image management in nonviolent civil society struggle 22 Legacy sensitivity 2 Expropriate positives Feature negative legacy of oppressor Do not overplay

23 3/17/2011 Hastings: Image management in nonviolent civil society struggle 23 Don t give peace a chants Silent or singing invites more Wall of angry sound alienates Willingness to dialog

24 3/17/2011 Hastings: Image management in nonviolent civil society struggle 24 Proactive semiotics Logo Body language Slogans

25 3/17/2011 Hastings: Image management in nonviolent civil society struggle 25 Credibility Consistency Validity Persistent Seeking dialog Evidence-based

26 3/17/2011 Hastings: Image management in nonviolent civil society struggle 26 Contrasting images Big armed agents of repression Vulnerable civil society Deepen contrast

27 3/17/2011 Hastings: Image management in nonviolent civil society struggle 27 Defending image Liaisons to police and armed forces Liaisons to all media Consensed upon code of conduct Peace monitors

28 3/17/2011 Hastings: Image management in nonviolent civil society struggle 28 Defending image 2 Context (press packets, outreach) Education (introduce and buttress alternatives) Informational sessions

29 3/17/2011 Hastings: Image management in nonviolent civil society struggle 29 Media and image Understanding war and peace journalism Strategies Numbers and access Social media Mainstream media Advocacy media

30 Media as misinformant A man who does not read a newspaper is uninformed. A man who does is misinformed. Mark Twain 3/17/2011 Hastings: Public peace intellectuals 30 of 24

31 Table 1: War and peace journalism characteristics. Sources: Galtung (1986); Lynch & McGoldrick (2005a); Lee, Maslog & Kim (2006). Characteristic Dichotomizing (moral judgment toward one side) War journalism x Peace Journalism Dichotomizing solutions (a or b) Assigning blame (who started it) Here and now (devoid of historical context) Elite orientation Emotive language x x x x x Multiparty orientation Nonpartisanship Avoidance of emotive language Historical contextual balance x x x x Exploration of range of options 3/17/2011 Hastings: Public peace intellectuals 31 of 24 x

32 3/17/2011 Hastings: Image management in nonviolent civil society struggle 32 Media strategies Social media Mainstream media Alternative media

33 Table 2: Media typologies. Select media, availability or access, and the general size of the consuming public for each type of media. Media type Mainstream newspapers Alternative newspapers Mainstream magazines Alternative magazines access moderate high low to moderate high Size of consuming public variable small to large small variable moderate to large small Mainstream radio low moderate to large Alternative radio high small Network television low large Cable television high small Internet high large 3/17/2011 Hastings: Public peace intellectuals 33 of 24

34 3/17/2011 Hastings: Image management in nonviolent civil society struggle 34 Social media I took a day off of Facebook and missed the revolution! Repressive regimes made sick by texting and there is no Tweetment!

35 3/17/2011 Hastings: Image management in nonviolent civil society struggle 35 Mainstream media Gentle personalism Transparency Accountability Interest and educate

36 3/17/2011 Hastings: Image management in nonviolent civil society struggle 36 Advocacy media Educate those with value affinity Activate the interested

37 3/17/2011 Hastings: Image management in nonviolent civil society struggle 37 No guarantees Nonviolence and violence both succeed and both fail Place your bets and make your commitments

38 3/17/2011 Hastings: Image management in nonviolent civil society struggle 38 Further research Inoculants against spoilers/agents provocateurs External civil society response to violence Image importance Image creation Image defense Image repair FMI: