Environmental Advocacy: A Content Analysis of a National Environmental Movement
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Description: A sustained groundswell of grassroots advocacy is required to trigger the urgent action required to solve our many global environmental problems. To gain a comprehensive understanding of the characteristics, issue focus, tactics and targets of this grassroots advocacy, we analyzed the website communications of 497 environmental movement organizations (EMOs) undertaking advocacy in the Australian environmental movement. Findings indicate that Conservation and Protection issues continue to dominate, although a wave of new climate change related issue groups have emerged in recent years. Almost half of all groups operate at a local level. EMO websites suggest that their actions are primarily normative (vs. radical), and focus primarily on information provision. Of the 960 campaign targets identified, just over half were political, however, climate change, renewable energy and sustainability campaigns more often targeted individuals or business entities. We identify the areas where further investigation could advance the research agenda on grassroots environmental advocacy.