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Network logic experience of diverse institutions in new and potent combinations. While there has been no network theorist behind their strategies, campaigners have learned that networks offer a number of advantages over other institutional models. Over time, they have become their weapon of choice. This essay argues that politics has much to understand and learn about network campaigning. It begins by examining the structure of the network campaigns, then goes on to look at the reasons for the use of networks by campaigners over other organisational forms before looking at some of the downsides network campaigning presents. It draws on examples from the Jubilee 2000 campaign, perhaps the first fully fledged network campaign to reach public consciousness. 1 The characteristics of network campaigns First we need to consider what makes a campaign a ‘network campaign’. Simple definitions are difficult since it is partly the looseness of institutional structure and the diversity of tactics that make network campaigns different to traditional approaches. In essence, network campaigning allows a diverse grouping of organisations and individuals to participate through commitment to a shared purpose, while remaining autonomous individual agents. In this way it is possible to gain additional leverage over decisionmaking bodies through the ‘multiplier effect’ of a coherent message and more efficient deployment of resources and effort, while maintaining the flexibility and energy that more bureaucratic forms of coordination tend to squander. The characteristics and common features of network campaigns include the following features. Having a shared goal The main characteristic of campaigning networks is that they have a goal shared by those who are part of the network. As David Ronfeldt says, ‘The network form offers its best advantages where the members, as often occurs in civil society, aim to preserve their autonomy and to avoid hierarchical controls, yet have agendas that 208 Demos
The rise of network campaigning are interdependent and benefit from consultation and coordination.’ 2 The meaning and goal of network campaigns is usually so simple to express and communicate that they are often seen as ‘single issue’ campaigns. For Jubilee 2000, the shared goal was ‘a debt-free start for a billion people’. Being structure light Network campaigns tend to be very light on traditional structure with only a small secretariat or coordinating body compared to the size of the network or the resources that it is able to mobilise. The role of the secretariat becomes that of network nurturer. Secretariats must spend their time creating connections between other people, and channelling the energy and enthusiasm that is created in the network towards increasing the cumulative impact on decision-makers. The central secretariat can also help the network to interpret the overall environment for the campaign by providing research and communicating feedback from political targets. Often networks have some form of democratic involvement from members, again coordinated by the secretariat. This can take the form of a management board, with some positions elected by network members and others filled by the founders of the campaign. Mobilising a coalition of skills and resources Each of the most prominent examples of networked campaigning over the last decade has drawn on established organisations and linked them together in a coalition of the wilful. Coalition members provide resources to fund the secretariat and access to their memberships and communication channels. However, individuals don’t have to be part of one of the coalition organisations to be part of the campaign. There are always easy ways to get involved, from simply signing a petition to show your support, through attending demonstrations, to letting it take over your life as a full-time member of staff or volunteer. The network will also include people with a variety of different skills that can be drawn upon at short notice. Demos 209
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Network Logic Who governs in an int
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About Demos Demos is a greenhouse f
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Open access. Some rights reserved.
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Network logic 10. Your friendship n
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