Abstract
Children Out of Detention, or ChilOut, is one of the most successful advocates against the Australian federal government's policy of mandatory detention from 2001 to 2005. In this paper, I analyse its most successful strategies and tactics, such as positioning in the market as 'Middle Australians', issue preferences reframing, and 'reality kids' versus ideology codes. In the conclusion, I use the theory of media capital to draft a communication strategy for nonprofit organisations. I highlight the volunteers' qualification as a source to subsidise news. Wherever possible, advocacy groups have to shift from interest-centred to issue-centred messages. They also have to realise the rising importance of activists as mediums. To position themselves better in the political marketplace, advocacy organisations have to consider the choice between message reinforcement and reframing.
Original language | English |
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Number of pages | 15 |
Journal | Australian journal of communication |
Publication status | Published - 2007 |
Keywords
- Australia
- children
- mandatory detention
- pressure groups
- Children Out of Detention