Make Poverty History: Political Communication in Action

Contents......Page 6
List of Illustrations......Page 9
List of Abbreviations......Page 10
List of Interviewees......Page 11
Acknowledgements......Page 13
Foreword......Page 14
Part I: Setting the Scene......Page 18
1 Introduction......Page 20
Key themes......Page 23
Outline of the book......Page 25
The origins of the idea......Page 31
The coming together of the coalition......Page 32
Plans accelerate as 2005 draws near......Page 34
The first six months......Page 35
Live8, the Edinburgh rally and the G8 summit......Page 39
Other activism around the G8 summit......Page 42
The second half of the year......Page 43
Wrapping up the campaign......Page 45
Conclusion......Page 47
Part II: The Production of Make Poverty History's Communications......Page 48
Introduction......Page 50
What is a brand?......Page 51
The branding of Make Poverty History......Page 56
Make Poverty History as brand name......Page 65
The need for brand consistency......Page 72
Conclusion......Page 74
Introduction......Page 77
No Logo and the anti-brand debate......Page 78
Conceptions of branding within Make Poverty History......Page 81
Skills imbalance in marketing and campaigning......Page 83
Simplicity versus complexity in messaging......Page 87
The problem of control of resources......Page 95
A question of strategy......Page 98
Conclusion......Page 101
Introduction......Page 106
The insider-outsider dilemma......Page 107
Insider-outsider strategies......Page 110
Political opportunity structures and movement communications......Page 115
Conclusion......Page 127
Part III: The Consumption of Make Poverty History's Communications......Page 128
Introduction......Page 130
The formation of collective beliefs......Page 131
Collective beliefs about Africa......Page 133
Collective beliefs about helplessness......Page 138
Collective beliefs about corruption and poverty......Page 142
Conclusion......Page 148
Introduction......Page 150
The framing of collective action......Page 151
Make Poverty History's collective action frame......Page 153
Understandings of the economic justice frame......Page 155
The difference between fair trade and trade justice......Page 163
What will it cost us?......Page 168
Blaming the West for global poverty......Page 170
Conclusion......Page 173
Introduction......Page 174
What motivates people to action?......Page 175
Make Poverty History's prognostic frame......Page 178
Expectations and values about success......Page 181
Post-event framing......Page 184
What did Make Poverty History achieve?......Page 189
Conclusion......Page 191
Celebrity endorsements and branding......Page 194
NGOs, Make Poverty History and celebrities......Page 195
Choice of celebrities......Page 200
Live8, celebrities and the problem of message control......Page 204
Geldof, Make Poverty History and the G8 reaction......Page 211
Conclusion......Page 214
Conclusions on the production of the communications......Page 216
Conclusions on the consumption of the communications......Page 218
Lessons from political marketing......Page 219
Final points and further research......Page 221
A note on methods......Page 224
The structure of Make Poverty History......Page 229
Notes......Page 232
Primary research material......Page 244
References......Page 249
B......Page 260
D......Page 261
G......Page 262
M......Page 263
T......Page 264
Y......Page 265