Page 30 - An Introduction to Political Communication Third Edition

POLITICS IN THE AGE OF MEDIATION

Pressure groups
Chapter 8 will also consider the political communication practices
of a second category of non-party actor: the pressure group.
Pressure groups (or single-issue groups, as they are also known)
may be distinguished from the public organisations listed above
in that they are typically less institutionalised and more overtly
‘political’ in their objectives, being concerned with such issues as
the conservation of the natural environment, and the prevention of
cruelty to animals being reared for human food consumption or for
use in the testing of drugs and cosmetics. They tend to campaign
around single issues, such as the anti-nuclear movement in the early
1980s, and the British anti-poll tax campaign of the late 1980s
and early 1990s (Deacon and Golding, 1994). They are unlike
the established parties, however, in drawing their support and
membership from a more diverse social base. While the Labour
and Conservative parties in Britain (and the Democratic and
Republican parties in the US) are traditionally associated with
‘labour’ and ‘business’ respectively (given that these associations
are much looser now than was once the case) an organisation such
as the Campaign for Nuclear Disarmament, and its equivalent
in other countries, at the height of its influence drew support
and active membership from the entire spectrum of social classes
in Britain. The environmental movement likewise, has found
support across classes, age groups, and religious and ideological
affiliations.
The environmental movement, it should be noted, is an
example of a pressure group which sought to break into the
mainstream of the political process by establishing ‘Green’
parties throughout Europe. As a political party the Greens
have not succeeded in establishing themselves in the British
Parliament, although they have many elected representatives
in Germany and other European countries. Even in Britain,
however, the environmental movement has had a major impact on
the political agenda, winning seats in the European and Scottish
parliaments and requiring both Conservative and Labour govern-
ments to develop at least the appearance of pro-environmental
policies. 1
Pressure group politics, like that of parties and public organis-
ations, is about communication, using the variety of advertising
and public relations techniques now available. Some groups,
like Friends of the Earth, have proved themselves to be skilled

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