communication

Civic associations can enhance democracy in many ways. They can afford a voice to otherwise marginalized groups and promote direct citizen participation; they can also provide forums for public debate and create space for citizens to practice civic skills. Past research has suggested that their effectiveness in performing these vital functions is largely a product of resources and context.

Scholars from Northwestern University set out to study an underappreciated aspect of public opinion and communications: how the sequence and timing of messages from electoral and policy campaigns can shape views over longer intervals of time. Typically, as the scholars point out, experimental research has focused on the short-term effects of a given message on the public and has found that two competing, simultaneous messages can cancel one another out.

One strategy of social movement groups has been to leverage local media coverage of events in order to advance public opinion and debate around that particular organization’s focal issue. However, not all social advocacy organizations are created equal, and seemingly similar groups can inspire more media attention than their peers. What, then, are the attributes that set one organization apart from the pack when it comes to garnering increased media exposure?