Collective Political Action and Media Strategy

Abstract

The study puts forth a theoretical framework for explaining the ways in which political action groups use the mass media. Rooted in the resource mobilization approach to conflict, media strategy is determined by the extent of collective resources. The mass media is seen as one of several alternative arenas of conflict through which groups attempt to influence the government. Compared to other more institutional arenas, access to the media is a relatively inexpensive alternative for small, unorganized groups. A more detailed understanding of media strategy comes through an analysis of the attempts of group leaders to meet specific groups needs and minimize particular risks. A participant-observation was carried out, involving three different action groups that were active during the Israeli withdrawal from Sinai. While all of the group leaders attempted to maximize collective rewards, their particular set of collective resources and needs were reflected in both the type of group risks they encountered and the media strategies they developed to minimize those risks.