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2017 | OriginalPaper | Chapter

4. Hybrid Online Campaigning Organisations

Author : Ariadne Vromen

Published in: Digital Citizenship and Political Engagement

Publisher: Palgrave Macmillan UK

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Abstract

Contemporary mobilisation challenges traditional politics as new online campaigning organisations are nimble, change tactics and are responsive to moving targets and audiences. Hybrid organisations, like GetUp in Australia, 38 Degrees in the UK, Avaaz internationally and MoveOn in the USA, have developed novel strategic approaches to campaign work, including rapid response direct action and moving traditional offline tactics into an online environment. Complex layers of communication and campaign coordination are simply easier and quicker when based online, due to flexible and decentralised networks, yet it is the focus on creative forms of direct communication with supporters that is an important innovation of politics aimed at digital citizens. The chapter provides an overview of ten years of GetUp in Australia.

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Title: Hybrid Online Campaigning Organisations
Author: Ariadne Vromen
Publisher: Palgrave Macmillan UK
Book: Digital Citizenship and Political Engagement
Print ISBN: 978-1-137-48864-0

Electronic ISBN: 978-1-137-48865-7

Copyright Year: 2017
DOI: https://doi.org/10.1057/978-1-137-48865-7_4