civil society struggle Movement identity Tom H Hastings Steps to consider Understand the power of image Different manifestations of image Examining effects of violence on image How image is created and managed ID: 808987
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Slide1
Image management
in nonviolent
civil society struggle:Movement identity
Tom H. Hastings
Slide2Steps to consider
Understand the power of image
Different manifestations of imageExamining effects of violence on imageHow image is created and managedMedia and image12/15/2015Hastings: Image management in nonviolent civil society struggle
2
Slide3Image importance
Engage widest sympathy
Avoid rationalization for violent repressionRecruit masses12/15/20153Hastings: Image management in nonviolent civil society struggle
Slide4Historical examples
Gandhi as nonthreatening
Rosa Parks as dignifiedFilipina nuns as spiritual12/15/20154
Hastings: Image management in nonviolent civil society struggle
Slide5Moral leadership
Archbishop Desmond Tutu
Aung San Suu KyiDalai LamaSr. Anne MontgomeryMartin Luther King, Jr.Berrigan brothersFilipina nuns12/15/20155
Hastings: Image management in nonviolent civil society struggle
Slide6Power of vulnerability
No predator prey evocation
Prompt protective response12/15/20156Hastings: Image management in nonviolent civil society struggle
Slide7Celebrity: + & -
Association with celebrity can raise profile of campaign
Care to avoid celebrity spokes-role12/15/2015Hastings: Image management in nonviolent civil society struggle7
Slide8Rebranding with disarming gentleness
Child-friendly
Parent-friendlyFamily-friendlyWarrior culture image transformed12/15/20158Hastings: Image management in nonviolent civil society struggle
Slide9Unprotected become protected
Mothers of the Disappeared
Mothers of the Plaza del MayoWomen in Black12/15/20159Hastings: Image management in nonviolent civil society struggle
Slide10Effects of violence
Repressive violence backfires
Civil society violence backfires12/15/2015Hastings: Image management in nonviolent civil society struggle
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Slide11Repressive violence backfires
Innocent image elicits sympathy
Sympathy produces responseWidespread outrage12/15/201511Hastings: Image management in nonviolent civil society struggle
Slide12Repressive violence backfires 2
Apathy overcome: unites opposition
Pressure on policymakers12/15/2015Hastings: Image management in nonviolent civil society struggle12
Slide13Civil society violence backfires
Alienating
FrighteningLowers participationRefocuses from issue12/15/201513Hastings: Image management in nonviolent civil society struggle
Slide14Stop the movement cold
Faceless nihilist imagery
Unknown origins“More radical than thou” repels12/15/201514Hastings: Image management in nonviolent civil society struggle
Slide15Image destruction
Recruitment diminishes
Issue redirectionPolicymakers can safely ignore12/15/201515Hastings: Image management in nonviolent civil society struggle
Slide16Attacking image
Agents provocateurs
Radical flank12/15/201516Hastings: Image management in nonviolent civil society struggle
Slide17How image is created and managed
Construct image of power
Superhuman nonviolenceEnabling image enhancementLegacy sensitivityDon’t give peace a chantsProactive semioticsCredibility12/15/2015Hastings: Image management in nonviolent civil society struggle
17
Slide18Construct image of power
Letter from Birmingham Jail
South African boycott leadersDanish Freedom Councils12/15/2015Hastings: Image management in nonviolent civil society struggle18
Slide19Superhuman nonviolence
Imagery of courage
Rising above the normShocking forgiveness12/15/201519Hastings: Image management in nonviolent civil society struggle
Slide20Enabling image enhancement
WOZA
Aung San Suu KyiDesmond TutuMartin Luther King, Jr.12/15/201520
Hastings: Image management in nonviolent civil society struggle
Slide21Legacy sensitivity
Capitalize on movement identity
Avoid negative triggersTransform negative legacy componentsCombine best elements of legacies to form new movement identity12/15/2015
Hastings: Image management in nonviolent civil society struggle
21
Slide22Legacy sensitivity 2
Expropriate positives
Feature negative legacy of oppressorDo not overplay12/15/2015Hastings: Image management in nonviolent civil society struggle22
Slide23Don’t give peace a chants
Silent or singing invites more
Wall of angry sound alienatesWillingness to dialog12/15/201523
Hastings: Image management in nonviolent civil society struggle
Slide24Proactive semiotics
Logo
Body languageSlogans12/15/2015Hastings: Image management in nonviolent civil society struggle24
Slide25Credibility
Consistency
ValidityPersistentSeeking dialogEvidence-based12/15/2015Hastings: Image management in nonviolent civil society struggle25
Slide26Contrasting images
Big armed agents of repression
Vulnerable civil societyDeepen contrast12/15/201526Hastings: Image management in nonviolent civil society struggle
Slide27Defending image
Liaisons to police and armed forces
Liaisons to all mediaConsensed upon code of conductPeace monitors12/15/2015Hastings: Image management in nonviolent civil society struggle27
Slide28Defending image 2
Context (press packets, outreach)
Education (introduce and buttress alternatives)Informational sessions12/15/2015Hastings: Image management in nonviolent civil society struggle28
Slide29Media and image
Understanding war and peace journalism
StrategiesNumbers and accessSocial mediaMainstream mediaAdvocacy media12/15/2015Hastings: Image management in nonviolent civil society struggle
29
Slide30Media as
misinformant
12/15/2015Hastings: Public peace intellectuals30 of 24
A man who does not read a newspaper is uninformed. A man who does is misinformed.
—Mark Twain
Slide31Table 1: War and peace journalism characteristics. Sources: Galtung (1986); Lynch & McGoldrick (2005a); Lee, Maslog & Kim (2006).
12/15/2015
Hastings: Public peace intellectuals31 of 24
Characteristic
War journalism
Peace Journalism
Dichotomizing (moral judgment toward one side)
x
Dichotomizing solutions (a or b)
x
Assigning blame (who started it)
x
Here and now (devoid of historical context)
x
Elite orientation
x
Emotive language
x
Multiparty orientation
x
Nonpartisanship
x
Avoidance of emotive language
x
Historical contextual balance
x
Exploration of range of options
x
Slide32Media strategies
Social media
Mainstream mediaAlternative media12/15/201532Hastings: Image management in nonviolent civil society struggle
Slide3312/15/2015
Hastings: Public peace intellectuals
33 of 24
Media type
access
Size of consuming public
Mainstream newspapers
moderate
variable small to large
Alternative newspapers
high
small
Mainstream magazines
low to moderate
variable moderate to large
Alternative magazines
high
small
Mainstream radio
low
moderate to large
Alternative radio
high
small
Network television
low
large
Cable television
high
small
Internet
high
large
Table 2: Media typologies. Select media, availability or access
,
and the general size of the consuming public for each type of media.
Slide34Social media
“I took a day off of
Facebook and missed the revolution!”Repressive regimes made sick by texting and there is no Tweetment!12/15/201534Hastings: Image management in nonviolent civil society struggle
Slide35Mainstream media
Gentle
personalismTransparencyAccountabilityInterest and educate12/15/2015
35
Hastings: Image management in nonviolent civil society struggle
Slide36Advocacy media
Educate those with value affinity
Activate the interested12/15/201536Hastings: Image management in nonviolent civil society struggle
Slide37No guarantees
Nonviolence and violence both succeed and both fail
Place your bets and make your commitments12/15/2015Hastings: Image management in nonviolent civil society struggle37
Slide38Further research
Inoculants against spoilers/agents provocateursExternal civil society response to violenceImage importance
Image creationImage defenseImage repair12/15/2015Hastings: Image management in nonviolent civil society struggle38
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