Interest Group Innovation
Interest Group Innovation
How Different Target Audiences Affect Political Communication Goals
This chapter uses a case study approach to explore the political choice phase of the political communication cycle (PCC) over time. Focusing on interest groups and detailing the long history of these organizations in America, the chapter primarily examines innovations made by four of the largest interest groups in American history: AARP, the Sierra Club, the National Rifle Association (NRA), and MoveOn.org. These four interest groups have spanned multiple political communication orders (PCOs) and their overall lack of innovativeness until recent years is tied to the distinct nature of their shared political communication goals. These goals are far narrower than campaigns or social movements and therefore are much less likely to motivate innovative efforts. These trends have started to change in the internet-based era as new organizational and communication strategies have opened up interest groups to greater innovation along the lines of MoveOn.org.
Keywords: interest groups, National Rifle Association, NRA, AARP, Sierra Club, MoveOn.org, the MoveOn effect, factions, Federalist 10
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