Producing Public Voice: Resource Mobilization and Media Access in the National Organization for Women

Abstract

This paper investigates the resource mobilization and media access of the National Organization for Women (NOW). Using data from NOW's archive and from a content analysis of the New York Times, it tracks NOW's 1966–1980 media access. Two factors were key to NOW's media access. First, NOW mobilized the material resources—money, skills, technology, labor, and especially information—needed to serve as a news source for journalists. Second, NOW developed effective and reflexive media strategies by using its knowledge of the routines and discursive structures of news in its own media communications.