Communicating For Change: media and agency in the networked public sphere

This research paper explores how campaigners use new media technologies for causes such as international development and human rights. It argues that the old idea of a hierarchical public sphere where a news media helps us debate ideas and then take action has changed to a networked public sphere where citizen, organisations and news media all have power to communicate for change. It takes the case studies of Kony2012, the Syrian opposition, the BBC's international journalism, and the Guardian's Open Journalism.It then looks at the role of international NGOs such as Oxfam as well as new online advocacy groups like Avaaz.It argues that anyone who seeks change in the networked public sphere needs to be aware that the terms of information exchange have changed. Organisations making ethical claims or political demands have to reflect this in the way they communicate. It suggests that the new networked public sphere offers opportunities for better journalism and more effective cosmopolitan communications but it warns against the dangers of relying on online marketing and having too high expectations of the potential for understanding and change.This paper is written by a journalist who now runs an international media think-tank at the London School of Economics, so it draws upon a practical understanding of the media as well as the research and analysis of the Department of Media and Communications at the LSE. A shorter version of this paper was published by the International Broadcasting Trust.This version has a full exploration of the issues and case studies with extensive footnotes.