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Network logic Use of network technology The internet has been vital to network campaigners and novel uses of the web, email or newsgroups are a common thread through several of the network campaigns of the late 1990s. Technology also plays a key role in recording events and important moments for the campaign. Since it is likely that the central secretariat won’t be well enough resourced to be at every local demonstration or meeting, small groups of activists can use technology to swap pictures, video or recordings of events to give a rich picture of the level of activity within the network. The Jubilee 2000 website provided between 8,000 and 12,000 people with up-to-date information about the campaign every week. A webchat with Bono run by Jubilee 2000 in conjunction with MSN received hundreds of thousands of hits. Embracing diversity and openness An approach used by network campaigners is to communicate using a variety of different media, each allowing them to connect to new constituencies. So network campaigns don’t just rely on, say, producing a magazine or holding a public meeting: they have a variety of ways of communicating to match the variety of potential participants. While it would be very unusual for organisations with completely opposite goals to the rest of the network to be allowed to join, it is not necessary for network members to agree on everything. Network members need to be compatible in their views, not identical. Jubilee 2000 brought together organisations as diverse as Friends of the Earth and the Mother’s Union. Use of celebrity The power of TV can reach the parts that social networks cannot. In an era of broadcast media concentration and satellite news channels that reach across the world, campaigners have needed a way of accessing and harnessing these networks. The solution they have identified has been to use something that is common currency in these networks – a bit of stardust. When the organisers of the Brit awards decided to promote the Jubilee 2000 campaign after both 210 Demos
The rise of network campaigning Muhammad Ali and Bono said they would attend, their message promoting the campaign reached a global TV audience of over 100 million people as well as widespread coverage in the press. Use of physical space The tactic of network campaigners has often been to foster a large and diverse network and then bring as many members of the networks as possible together in one place. The vibrant atmosphere on these occasions does not just look impressive for the TV cameras; it has also given campaigns an additional injection of energy. It has given people the motivation to go away and create new network connections. Jubilee 2000 took the human chain as its symbol of choice when bringing people together. Personalisation of targets While campaigners might want to include as many people as possible in their network, they see the value of focusing their efforts on one or two individuals who will feel the full weight of the network’s efforts. In the UK, it was Tony Blair and Gordon Brown who took the flak from the Jubilee 2000 campaign. The mail rooms at Number 10 Downing Street and the Treasury discovered first-hand how large the Jubilee 2000 network had become when postcards from the network began to arrive in their tens of thousands. Being time limited A sense of urgency is the network campaigners’ best friend. Jubilee 2000 took the end of the millennium as a deadline for world leaders to make a decision, taking their inspiration from the biblical idea of jubilee, the time when debts would be forgiven and slaves freed every 50 years. While social links created through one particular network campaign might live on to be used another day, individual network campaigns disappear as quickly as they are created. Network campaigning ‘attractors’ Why has the network become the organisational form of choice for Demos 211
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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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Editors’ note A significant featu
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