The Rhetoric of Moral Protest: Public Campaigns, Celebrity Endorsement, and Political Mobilization

Cover
Walter de Gruyter, 1996 - 425 Seiten
Rock-for-a-cause events like the Mandela shows, Amnesty's Human Rights Now! world tour, and the Anti-Apartheid and Greenpeace charity records are part of new international mobilization strategies. Presenting celebrities and stars, they form a medium and an arena for political campaigns. The author presents the first analysis of the rhetoric of moral protest, analyzing the narrative, the graphic design, and the music of these campaigns. The book puts forward a culturalist approach which examines the societal context: cultural industries, multi-media events and infotainment, audiences, markets, and institutions. This highly topical study provides new insights for our understanding of organizational strategies and mobilization processes.
 

Inhalt

Towards a theory of political mobilization
1
SO DE
21
53
32
putting the pieces together
53
the making of the campaign shows and albums
90
The production of campaigns
114
bridging institutional fields
150
towards an interpretation of songs albums
181
sustaining the momentum
273
mobilizing individual support
288
organizational strategies
298
synergy and diagesis or the synchrony and diachrony of political
318
The globalization of issues and arenas
324
The organization of international collective action
336
globalism or crossnational patchwork?
350
the vertical integration of campaigning
361

analyzing printed campaign
233
intersemiotic redundancy and the identity of public campaigns
258
References
395
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