I’m certain more will come in the next few days and weeks, indeed the story seems to change by the day. But it looks to me as though three distinct campaign asks have been running in the last week;
- For an advertising boycott of The News of the World (which helped to contribute to its closure).
- For News Corporation (the parent company run by Rupert Murdoch) not to be able to continue with his takeover of BSkyB (which lead to it News Corporation withdrawing its offer)
- For a public inquiry into the phone hacking.
Although they have separate aims lead by different organisations, at times it’s been hard to distinguish from the campaigns, as much of the messaging seems to be ‘Stop Murdoch’. For me at least 5 distinct groupings have emerged, from what I can tell their hasn’t been huge amounts of central coordination, although they’ve clearly fed off each other and sometimes shared campaign tools.
It’s interesting to reflect if any of these groups alone would have been able to achieve their campaign aims. Would, for example the demand to stop News Corporation take full control of BSkyB have happened without the campaign which lead to the boycott of The News of the World (NOTW) being successful?
So who was involved?
Twitter – Not the site itself, but a number of users who kicked off the idea last Monday about targeting the valuable advertising revenue that was central to the News of the World profitability. Their role has been well chronicled by Rory Cellan-Jones over at the BBC, but it’s also worth reading the account of Melissa Harrison who was one of those who instigated the idea of a boycott on Monday 4th July.
It was Harrison and others who developed online tool at http://www.pint.org.uk/notw.html(now taken down) which allowed users to generate a pre-prepared tweet which went something along the lines of ‘“Dear @TheCooperative, will you be reconsidering your advertising spend with #notw given that we now know they hacked Milly Dowler’s phone?”. I’m sure that the presence of this site really help to accelerate the number of tweets that were being sent.
We Are Social have done a fascinating breakdown of tweets sent about NOTW last week and calculate that ‘on the 5th and 6th July, over 25% of conversations on Twitter mentioning NOTW keywords also mentioned one of the targeted brands‘. Brands such The Co-operative, Sky, WH Smith and Virgin Media all received over 10,000 tweets about the NOTW advertiser boycott. The Guardian also has a nice visualisation of the way that twitter has been used during the last week.
Mumsnet – The site was one the first to promote the pre-prepared tweet tool on pint.org.uk, but was also one of the first to publicly reject money from Rupert Murdoch by ending a campaign that had been promoting Sky (another part of the Murdoch empire) after complaints from users of the site.
They were characterised by some as ‘comfortable middle-class mothers of MumsNet sitting down to their fair-trade tea and organic shortbread biscuits‘ but I think their involvement was critical early in the campaign providing momentum and evidence of an appetite for rejecting money from companies associated with Rupert Murdoch.
Progressive bloggers – Collaborating together sites like Liberal Conspiracy and Political Scrapbook where quick off the mark in encouraging their readers to get involved in the campaign to potential advertisers that they should boycott (although the numbers directed to the pint.org.uk site are much lower that other sources), but perhaps more importantly they also had the capacity to run the definitive list of advertisers and if they were planning to boycott the paper or not, helping to fuel the media narrative that advertisers were deserting the paper.
The press (especially the Guardian) – It was the work of Guardian journalist Nick Davies who brought the story to light, but beyond that it was others at the Guardian, like Roy Greenslade, who encouraged action by providing a list of what people could do on his blog. The Guardian website pushed almost 10,000 people to the pint.org.uk twitter action tool. Certainly the Guardian has lived up to its campaigning reputation this week.
Hacked Off – The campaign for a public inquiry into phone hacking was only launched last Wednesday, but has quickly become the group that has been at the centre of mobilising high-profile individuals to get involved in the campaign. Many of those who have are individuals who have been directly affected, included Hugh Grant who appeared on Question Time and the parents of Milly Dowler, who met with Nick Clegg on Tuesday.
Supported by the Media Standards Trust, this is perhaps the closest group in the campaign so far that resembles a more traditional NGO approach to campaigning, with more focus on policy processes, media photo calls and meeting with government.
38 Degrees and Avaaz – The online campaigning movement 38 Degrees has been running a campaign for over a year to call for the proposed takeover of BSkyB to be sent to the Competition Commission.
As their campaign timeline shows they were well positions to make the most of the opportunity presented by the release of the revelations about Milly Dowler’s phone being hacked to invite people to join this broader campaign about corporate control of the media. It was so successful that the site crashed due to the volume of people trying to take action.
Both Avaaz, who ran a petition alongside 38 Degrees which got over 300,000 names to demand a public enquiry into the scandal and 38 Degrees were able to bring their campaigning tools to help individuals to send a message to individual MPs as well as representatives of the government.
Their huge e-mails lists (it’s estimated that 38 Degrees has over 750,000 people on its) built on the back of previous campaigns, helped to get the message out and sustaining it over the week, combined with some great ‘pop-up protests’ around Westminster. These groups certainly brought an element of strategic focus to the campaign.
What other actors were involved? Was it just online tribes who closed The News of the World?