British activism: the viewer and listener community

摘要

The research explored, over seven years, the strategies and impact of six UK pressure groups. The main method used was in-depth interviews. In addition, extensive searches of several literatures and database, archival, print, government and online works were undertaken, as was unobtrusive monitoring of consultations and other group communications. The data strongly suggested that these groups raised awareness of, and debate about, compelling broadcasting issues that affect viewers and listeners as citizens. At times, they achieved legislative changes. Groups that built strategic relationships with target publics, in tandem with media advocacy and media education, were more likely to achieve their goals, but relationship building was itself a successful outcome and contributed to ad hoc alliances/coalitions that increased organizational effectiveness. Overall, these groups had an impact on the range and quality of broadcasting issues discussed and on citizen engagement in broadcasting issues on national, regional and, increasingly, global levels. This research is one of the first studies from the activist perspective and posits public relations' value to democratic dialogue. It also presents a cross-cultural perspective that may be transferable to other societies.