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Developing advocacy strategies for avoiding dicourse failure through moralizing and emotionalizing campaigns

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  • Will, Matthias Georg
  • Pies, Ingo

Abstract

In den letzten Jahren entwickelte sich eine lebhafte Debatte, wie NGOs ineffizientes Verhalten sowie Reputationsprobleme besser in den Griff bekommen können. Ein großer Teil dieser Debatte konzentrierte sich auf Accountability-Standards. Allerdings weisen diese Maßnahmen eine ernstzunehmende systematische Schwachstelle auf: Sie sind für NGOs mit einem Fokus auf Advocacy weitestgehend ungeeignet. Dieser Beitrag präsentiert einen beispielhaften Fall, um aufzuzeigen, wie NGOs trotz edler Ziele aufgrund moralisierender und emotionalisierender Kampagnen nicht-intendiert hohe Risiken eingehen. Anhand der empirisch fundierten Moral Foundations Theory (MFT) wird dargelegt, wie die Skandalisierung von Glyphosat den langfristigen Zielen der NGOs entgegenläuft, ökologische und soziale Probleme zu lösen. Hierauf aufbauend entwickelt der Beitrag Kommunikationsstrategien, wie mithilfe einer geeigneten Semantik riskante Kampagnen vermieden werden können. Darüber hinaus legt dieses Diskussionspapier dar, wie NGOs institutionellen Wandel innerhalb ihrer Organisationen und der Gesellschaft unterstützen können. Entsprechende Governance-Strukturen könnten NGOs helfen, der Versuchung zu populistischen Kampagnen zu widerstehen und so der sozialen Falle zu entkommen, ihre gesellschaftliche Selbst-Aufklärungs- und Selbst-Regulierungs-Funktion selbst zu gefährden.

Suggested Citation

  • Will, Matthias Georg & Pies, Ingo, 2019. "Developing advocacy strategies for avoiding dicourse failure through moralizing and emotionalizing campaigns," Discussion Papers 2019-01, Martin Luther University of Halle-Wittenberg, Chair of Economic Ethics.
    • Handle: RePEc:zbw:mlucee:201901
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    References listed on IDEAS

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