Syndicate content

Gabriel Tarde

Stairway to Mobilization

Anne-Katrin Arnold's picture

The ultimate goal for working on the demand side from a political communication perspective is the mobilization of the public. We want to drive citizens who lack information and efficacy to being an active public, participating as relevant actors in the public sphere and in thereby in political decision making processes. Here at CommGAP, we base our approach on a range of literature from the study of public opinion and social movements and came up with what we call the "Stairway to Mobilization." In the coming days and weeks we will try to illustrate this concept with practical examples and case studies, but for now lets discuss the theoretical background.