Image management in nonviolent - PowerPoint Presentation

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Image management

in nonviolent

civil society struggle:Movement identity

Tom H. Hastings

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Steps 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

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Image importance

Engage widest sympathy

Avoid rationalization for violent repressionRecruit masses12/15/20153Hastings: Image management in nonviolent civil society struggle

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Historical examples

Gandhi as nonthreatening

Rosa Parks as dignifiedFilipina nuns as spiritual12/15/20154

Hastings: Image management in nonviolent civil society struggle

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Moral 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

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Power of vulnerability

No predator prey evocation

Prompt protective response12/15/20156Hastings: Image management in nonviolent civil society struggle

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Celebrity: + & -

Association with celebrity can raise profile of campaign

Care to avoid celebrity spokes-role12/15/2015Hastings: Image management in nonviolent civil society struggle7

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Rebranding with disarming gentleness

Child-friendly

Parent-friendlyFamily-friendlyWarrior culture image transformed12/15/20158Hastings: Image management in nonviolent civil society struggle

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Unprotected become protected

Mothers of the Disappeared

Mothers of the Plaza del MayoWomen in Black12/15/20159Hastings: Image management in nonviolent civil society struggle

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Effects of violence

Repressive violence backfires

Civil society violence backfires12/15/2015Hastings: Image management in nonviolent civil society struggle

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Repressive violence backfires

Innocent image elicits sympathy

Sympathy produces responseWidespread outrage12/15/201511Hastings: Image management in nonviolent civil society struggle

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Repressive violence backfires 2

Apathy overcome: unites opposition

Pressure on policymakers12/15/2015Hastings: Image management in nonviolent civil society struggle12

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Civil society violence backfires

Alienating

FrighteningLowers participationRefocuses from issue12/15/201513Hastings: Image management in nonviolent civil society struggle

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Stop the movement cold

Faceless nihilist imagery

Unknown origins“More radical than thou” repels12/15/201514Hastings: Image management in nonviolent civil society struggle

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Image destruction

Recruitment diminishes

Issue redirectionPolicymakers can safely ignore12/15/201515Hastings: Image management in nonviolent civil society struggle

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Attacking image

Agents provocateurs

Radical flank12/15/201516Hastings: Image management in nonviolent civil society struggle

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How 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

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Construct image of power

Letter from Birmingham Jail

South African boycott leadersDanish Freedom Councils12/15/2015Hastings: Image management in nonviolent civil society struggle18

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Superhuman nonviolence

Imagery of courage

Rising above the normShocking forgiveness12/15/201519Hastings: Image management in nonviolent civil society struggle

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Enabling image enhancement

WOZA

Aung San Suu KyiDesmond TutuMartin Luther King, Jr.12/15/201520

Hastings: Image management in nonviolent civil society struggle

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Legacy 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

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Legacy sensitivity 2

Expropriate positives

Feature negative legacy of oppressorDo not overplay12/15/2015Hastings: Image management in nonviolent civil society struggle22

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Don’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

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Proactive semiotics

Logo

Body languageSlogans12/15/2015Hastings: Image management in nonviolent civil society struggle24

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Credibility

Consistency

ValidityPersistentSeeking dialogEvidence-based12/15/2015Hastings: Image management in nonviolent civil society struggle25

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Contrasting images

Big armed agents of repression

Vulnerable civil societyDeepen contrast12/15/201526Hastings: Image management in nonviolent civil society struggle

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Defending 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

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Defending image 2

Context (press packets, outreach)

Education (introduce and buttress alternatives)Informational sessions12/15/2015Hastings: Image management in nonviolent civil society struggle28

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Media and image

Understanding war and peace journalism

StrategiesNumbers and accessSocial mediaMainstream mediaAdvocacy media12/15/2015Hastings: Image management in nonviolent civil society struggle

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Media as

misinformant

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A man who does not read a newspaper is uninformed. A man who does is misinformed.

—Mark Twain

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Table 1: War and peace journalism characteristics. Sources: Galtung (1986); Lynch & McGoldrick (2005a); Lee, Maslog & Kim (2006).

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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

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Media strategies

Social media

Mainstream mediaAlternative media12/15/201532Hastings: Image management in nonviolent civil society struggle

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12/15/2015

Hastings: Public peace intellectuals

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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.

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Social 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

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Mainstream media

Gentle

personalismTransparencyAccountabilityInterest and educate12/15/2015

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Hastings: Image management in nonviolent civil society struggle

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Advocacy media

Educate those with value affinity

Activate the interested12/15/201536Hastings: Image management in nonviolent civil society struggle

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No 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

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Further 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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