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dc.contributor.authorFredheim, Nanna Alida
dc.contributor.authorFigenschou, Tine Ustad
dc.date.accessioned2020-05-08T16:32:25Z
dc.date.accessioned2020-05-13T12:23:53Z
dc.date.available2020-05-08T16:32:25Z
dc.date.available2020-05-13T12:23:53Z
dc.date.issued2020-04-24
dc.identifier.citationFredheim N, Figenschou TU. Changing priorities, hybrid campaigns: interest groups’ perceptions of gains and risks in the new media landscape. Interest Groups & Advocacy. 2020:1-23en
dc.identifier.issn2047-7414
dc.identifier.issn2047-7414
dc.identifier.issn2047-7422
dc.identifier.urihttps://hdl.handle.net/10642/8588
dc.description.abstractInterest groups depend on visibility for political influence and organizational growth. The current hybrid media landscape presents both opportunities and constraints for visibility and influence. For organized interests, if, when and how to use established media involves a continuous evaluation of different media strategies, as well as evaluations of how to best combine media and non-media platforms for efficient, multi-platform advocacy campaigns. Through qualitative interviews with 39 health interest organizations, representing a broad spectrum of group types, resources and access to decision-makers, this study analyses evaluations of the perceived gains and risks associated with media strategies. Although all interviewees value media visibility, their actual access to the established news media varies significantly. In the current media landscape, which is characterized by hyper-competition and hybridity, we find that it is primarily the well-resourced organizations, with storytelling expertise, which gain and prioritize visibility in the established media. Other organizations, independent of other group characteristics, seek visibility by increasingly becoming networked content distributors to bypass established media and target specific publics to promote organizational aims.en
dc.description.sponsorshipThe Research Council of Norway, Grant Number: 10161.en
dc.language.isoenen
dc.publisherPalgrave Macmillan (part of Springer Nature)en
dc.relation.ispartofseriesInterest Groups and Advocacy;
dc.rightsThis is a post-peer-review, pre-copyedit version of an article published in Interest Groups & Advocacy. The definitive publisher-authenticated version Fredheim, N.A.G., Figenschou, T.U. Changing priorities, hybrid campaigns: interest groups’ perceptions of gains and risks in the new media landscape. Int Groups Adv 9, 197–219 (2020). https://dx.doi.org/10.1057/s41309-020-00089-7, is available online at: https://link.springer.com/article/10.1057/s41309-020-00089-7en
dc.subjectHybrid mediasen
dc.subjectMedia logicen
dc.subjectLobbyingen
dc.subjectInterest groupsen
dc.subjectHealthen
dc.subjectResources
dc.titleChanging priorities, hybrid campaigns: interest groups’ perceptions of gains and risks in the new media landscapeen
dc.typeJournal articleen
dc.typePeer revieweden
dc.date.updated2020-05-08T16:32:25Z
dc.description.versionacceptedVersionen
dc.identifier.doihttps://dx.doi.org/10.1057/s41309-020-00089-7
dc.identifier.cristin1809193
dc.source.journalInterest Groups & Advocacy


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