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viii | |
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ix | |
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x | |
Acknowledgements |
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xii | |
Foreword |
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xiii | |
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3 | (11) |
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6 | (2) |
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8 | (6) |
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A Short History of Make Poverty History |
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14 | (19) |
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14 | (1) |
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The coming together of the coalition |
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15 | (2) |
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Plans accelerate as 2005 draws near |
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17 | (1) |
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18 | (4) |
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Live8, the Edinburgh rally and the G8 summit |
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22 | (3) |
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Other activism around the G8 summit |
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25 | (1) |
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The second half of the year |
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26 | (2) |
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28 | (2) |
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30 | (3) |
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Part II The Production of Make Poverty History's Communications |
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Make Poverty History as Brand |
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33 | (27) |
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33 | (1) |
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34 | (5) |
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The branding of Make Poverty History |
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39 | (9) |
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Make Poverty History as brand name |
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48 | (7) |
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The need for brand consistency |
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55 | (2) |
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57 | (3) |
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The Tension between Marketing and Campaigning |
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60 | (29) |
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60 | (1) |
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No Logo and the anti-brand debate |
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61 | (3) |
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Conceptions of branding within Make Poverty History |
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64 | (2) |
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Skills imbalance in marketing and campaigning |
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66 | (4) |
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Simplicity versus complexity in messaging |
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70 | (8) |
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The problem of control of resources |
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78 | (5) |
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83 | (1) |
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84 | (5) |
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Radical Outsiders, Moderate Insiders |
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89 | (24) |
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89 | (10) |
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The insider-outsider dilemma |
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90 | (3) |
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Insider-outsider strategies |
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93 | (5) |
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Political opportunity structures and movement communications |
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98 | (12) |
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110 | (3) |
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Part III The Consumption of Make Poverty History's Communications |
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Collective Beliefs on Global Poverty |
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113 | (20) |
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113 | (1) |
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The formation of collective beliefs |
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114 | (2) |
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Collective beliefs about Africa |
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116 | (5) |
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Collective beliefs about helplessness |
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121 | (4) |
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Collective beliefs about corruption and poverty |
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125 | (6) |
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131 | (2) |
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Audiences and the Economic Justice Frame |
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133 | (24) |
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133 | (1) |
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The framing of collective action |
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134 | (2) |
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Make Poverty History's collective action frame |
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136 | (2) |
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Understandings of the economic justice frame |
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138 | (8) |
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The difference between fair trade and trade justice |
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146 | (5) |
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151 | (2) |
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Blaming the West for global poverty |
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153 | (3) |
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156 | (1) |
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Why People Attended the G8 Rally |
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157 | (20) |
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157 | (1) |
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What motivates people to action? |
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158 | (3) |
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Make Poverty History's prognostic frame |
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161 | (3) |
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Expectations and values about success |
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164 | (3) |
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167 | (5) |
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What did Make Poverty History achieve? |
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172 | (2) |
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174 | (3) |
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Celebrities and the Construction of Communications |
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177 | (22) |
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177 | (1) |
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Celebrity endorsements and branding |
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177 | (1) |
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NGOs, Make Poverty History and celebrities |
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178 | (5) |
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183 | (4) |
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Live8, celebrities and the problem of message control |
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187 | (7) |
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Geldof, Make Poverty History and the G8 reaction |
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194 | (3) |
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197 | (2) |
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199 | (8) |
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199 | (1) |
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Conclusions on the production of the communications |
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199 | (2) |
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Conclusions on the consumption of the communications |
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201 | (1) |
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Lessons from political marketing |
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202 | (2) |
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Final points and further research |
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204 | (3) |
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207 | (8) |
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207 | (5) |
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The structure of Make Poverty History |
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212 | (3) |
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215 | (12) |
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227 | (16) |
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Primary research material |
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227 | (5) |
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232 | (11) |
Index |
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243 | |