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PeaceTones Lessons• Building exposure is about understanding whatdifferent audiences resonate with• Several pots cooking – projects, exposure, actionitems for audience• Inspiration comes from many sectors andindustries. Stay open to learning from them
Milla‟s Goals1. Freedom of Press2. Freedom of Religion3. Democratic elections4. Distribution of tax burdens5. Equal opportunities6. Independent jurisdiction7. Democratic legislature8. Transparency9. Labor rights10. Public education11. Sustainable development12. Union with Europe
Milla‟s Stated TacticsMilla, above all, is a CIVIL PLATFORM, a specific part of thegeneral public, which primarily supports and promotes civicinterests and voices by:1. Staging demonstrations2. Thematic blogs• http://nemtetszikarendszer.blog.hu (Don‟t Like the System)• http://alternativelnok.blog.hu (Alternative President)• http://egymillioan.blog.hu (One Million)• http://sajtoszabadsagert.blog.hu (For Free Press)3. Projects and conferences by experts in their field• 2012. March, 2. Breakdown of Democracy, the UngovernableCountry, Conference• 2012. October, 4. HUNGARIAN POLIP: After the breakdown –from polib to real democracy, Conferencia
Milla‟s Strategy“We were at the right time at the right place. There was agrowing discontent with the government, but there was noone to channel this.”“When the FB page went online, it quickly went viral. Therewere another dozen pages registered by the same people,that did not go viral. Why? who knows. But as soon as itwent viral, we started communicating things that we werehoping to go viral as well.”– An Organizer of Milla
Milla‟s Lessons• Once you have gathered an audience, you mustmaintain it• Create regular events but new and surprisingcontent• Plan on effective actions to channel youraudience towards• Civic engagement does not always have directimpact, but it may have indirect and long-termbenefits
Case Study 2: Civic Engagement inForeign Conflict Management?
IC‟s Calls to ActionCall To Action GoalForward the link of the video Capitalize on disintermediated networksvia social mediaBuy the Kony KitDonate larger sum to Kony campaignFund IC’s work on the ground and futurecampaignsWrite to celebrities and policymakers Engage with traditional gatekeepers andtastemakersCover the night Engage with offline audiences with offlinegrassroots advocacy
Critiques• Over-simplification of facts, context & desiredoutcomes• Predominantly Western-centric• Commercialization of conflict• Appeal to emotions rather than thought-provoking or imparting knowledge• Intervention & militaristic focus of solution• Vilification of one actor/group• Exclusion of local voices in the narrative and/oruse of Western narrator
Positive Outcomes• Increased visibility of otherwise „invisible‟ conflictswith otherwise foreign affairs myopic audiences• Model for other human rights/humanitariancampaigns
Summary• Social Media is a tool• Fundamentals of social engagement:Personal engagementCreating a sense of communityCreating a sense of agency• Real world tie-in is crucial