skills for digital tools technology and human rights advocacy
DESCRIPTION
Classification of Tactics Classification by Outcome: 1.Capacity building tactics: meetings, recruiting, fraternizing, fundraising etc. 2.Communication tactics: speeches, leaflets, posters, graffiti, newspapers, slogans etc. 3.Mobilization tactics: protest marches, blockades, strikes, boycotts, picketing etc.TRANSCRIPT
Skills for Digital Tools
Technology and Human Rights Advocacy
Classification of TacticsGene Sharp’s Classification
1. Nonviolent protest and persuasion 2. Noncooperation3. Nonviolent Intervention
Classification of TacticsClassification by Outcome:
1. Capacity building tactics: meetings, recruiting, fraternizing, fundraising etc.
2. Communication tactics: speeches, leaflets, posters, graffiti, newspapers, slogans etc.
3. Mobilization tactics: protest marches, blockades, strikes, boycotts, picketing etc.
Other classifications:Density: concentration and dispersionRisk: high-risk and low-risk...
Internet: online and offline tactics (and mixed)
What Online Tactics?
Online - Offline connectionOnline tools with offline impact.
Offline tactics with online visibility.
Widely used: blogging, photos, videos
BloggingBlog (web log) consists of entries (posts) in reverse chronological orders (the most recent post appears first)
One or several authors (MAB).
Allows comments, discussion and interaction
Integrated in social networks
Remember 5Ws?What? Who? When? Where? Why?
Inverted pyramid structure.
Important stuff first.
Do not bury the lead!
MicrobloggingTwitter limit: 140 characters (enough for headline great platform for breaking news)
Microblogging and blogging: using twitter to promote new blog posts (adding a link lowers the limit to less than 120 characters)
Integrating into existing trends (adding hashtags may lower the limit to less than 100 characters)
Microblogging example:
Headline: 93 charactersLink: 14 charactersCredit: 12 charactersHashtag: 12 characters
Total: 131 characters
Grassroots Marketingcheapinterestingcleversurprisingpersonalviralinclusivefrequent...
Mainstream vs Grassroots• need money
• professionals
• focus on competition
• direct communication
• quantity (scale)
• need people, time
• volonteers
• focus on cooperation
• indirect communication
• quality (targeting)
Mainstream vs Grassrootsimpact
time
MAINSTREAM
GRASSROOTS
Questions?
Assignment:No assignment for this week :)