An Introduction to Activism on the Internet

Developed by: John Emerson
Type of resource: website
Target audience: General
Cost: Free access

A brief introduction to a few different techniques of electronic advocacy using email, the Web, and other “new media” to bring about social change. Any campaign determining its strategy should analyze its goals and consider the best way to influence, facilitate, create, or seize power. Electronic campaigning techniques may work best when supplementing offline tactics... or may be entirely unsuitable given a campaign’s intended audience, targets, timing, or resources. As with other campaigning tactics, strategies that work in one context will not necessarily work in another.

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