New Media and Journalism. Study session Thursday 2nd July.
0- 10 (10min) Intros. Get into work groups.
10-15 (5min) Problem example (Gillo) Finding the goal of your campaign and the tactics to use.
When and how is the goal achieved?
15-30 (15min) Work group discussion
Announce output (groups)
− problem
− end goal
Middle East and North Africa 1
Goal: Do Not Wet the Cedars
Construction company designing an island off the Lebanese coast. Goal: to stop it.
Middle East and North Africa 2
goal: reduce your water consumption (wasting water, leaving it run etc)
Asia
Reduce CO2 by discoursing traffic.
Europe
(Eastern Europe)
Decrease producing and the usage plastic/toxic waste
North America 1
Targeting WalMart because it is a monopoly and its employees are underpaid . Problem: People are
losing jobs. Goal: eliminate companies like WalMart, bringing back competition and smaller
companies (stores), create more jobs.
North America 2
Goal: Reduce carbon emissions
Impact: Construct a local 20 km bike path (from city centre to the suburbs, passing green areas).
30-45 (15min) Relational diagram, target. Intro and example (Ali) Who are your opponents and
allies? Identifying the elements of your campaign.
Theory of change (Michael) Video example: identifying the target and the theory of change.
Case study 1:
Target: the ambassador of Sweden
Theory of change: to get the ambassador to join the campaign, as she can influence the congress.
45- 1.15 (30min) Do your diagram (groups) (HOMEWORK)

1.15- 1.30 (15min) Display output
− map/ diagram
− target
− statement
1.30- 1.45 (15min) Break and look at others' maps
1.45- 2.15 (30min) Spectrum (Ali)
Tactics (Michael)
Tactics: petition, public demonstration, social media buzz, sending letters, Photo OP, phone calls,
direct action, word of mouth, day of action, conference or lobby day.
“Crisitunity” (Crisis + Opportunity). Having a window of opportunity to influence our target.
2.15- 3.00 (45min) Group Work. What is the “crisitunity” of your campaign?
3.00- 3.15 (15min) Output
− spectrum
− tactic
− more cases
3.15- 3.45 Message out example (Michael)
Case studies

Regional Groups
North America
• Beatrice Fleurissaint
• John Towsen
• Roxana Olivera
• Rosario Gervasi
• Michael Palmieri
• Alice Sayer
• Fiancisco Fong
Middle East and North Africa
• Lara Maddah
• Rana Salka
• Deema Salka
• Hussein Al-Hariri
• Mohammed Anas Sadeq
• Naofal El Hammoumi
• Hazem Awad
• Nay ElRahi
• Badr Zein
Asia and the Pacific
• Samarjit Singh
• Bhuwan
• Louis
Europe
• Yulia Vorobei
• Vesna Velevska
• Kseniya Tsyhanok
• Sanita Kacuba