Page 184 - An Introduction to Political Communication Third Edition

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PRESSURE-GROUP

POLITICS AND THE
OXYGEN OF PUBLICITY

This chapter explores the political communication
practices of a variety of non-party political organisations,
including:

• Trade unions
• Single-issue lobby groups
• Terrorist organisations.

The preceding two chapters were concerned with the communi-
cation practices of the mainstream political parties as they seek to
exert influence over the political environment, public opinion
and ultimately voting behaviour. But as Chapter 1 stressed, party
organisations are not the only political actors. On the margins of
the political mainstream exist a huge variety of organisations which
compete alongside the established parties for influence and political
efficacy. These organisations, like the parties, have been required to
learn the rules of the late twentieth-century media game, and to use
channels of mass communication to further their objectives.

THE SOCIOLOGY OF SOURCE STRATEGIES

By definition marginal political actors, operating outside of the
established institutions, stand at a disadvantage with respect to
mainstream parties, and government and official bodies. They are
relatively lacking in the resources which enable the latter to make
news and set public agendas. They are unlikely to have the access to
the sources of finance which are available to a major political party,

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