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The Only Constant is ChangeTechnology, Political Communication, and Innovation Over Time$
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Ben Epstein

Print publication date: 2018

Print ISBN-13: 9780190698980

Published to Oxford Scholarship Online: April 2018

DOI: 10.1093/oso/9780190698980.001.0001

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Interest Group Innovation

Interest Group Innovation

How Different Target Audiences Affect Political Communication Goals

Chapter:
(p.141) 7 Interest Group Innovation
Source:
The Only Constant is Change
Author(s):

Ben Epstein

Publisher:
Oxford University Press
DOI:10.1093/oso/9780190698980.003.0007

This chapter uses a case study approach to explore the political choice phase of the political communication cycle (PCC) over time. Focusing on interest groups and detailing the long history of these organizations in America, the chapter primarily examines innovations made by four of the largest interest groups in American history: AARP, the Sierra Club, the National Rifle Association (NRA), and MoveOn.org. These four interest groups have spanned multiple political communication orders (PCOs) and their overall lack of innovativeness until recent years is tied to the distinct nature of their shared political communication goals. These goals are far narrower than campaigns or social movements and therefore are much less likely to motivate innovative efforts. These trends have started to change in the internet-based era as new organizational and communication strategies have opened up interest groups to greater innovation along the lines of MoveOn.org.

Keywords:   interest groups, National Rifle Association, NRA, AARP, Sierra Club, MoveOn.org, the MoveOn effect, factions, Federalist 10

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