There are occasions when activists can either inadvertently or deliberately

There are occasions when activists can either

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There are occasions when activists can either inadvertently or deliberately mislead. By the time the truth emerges, if in fact it does, it is often too late to save the pressured organisation's reputation. Denise Deegan (2001. p. 12] Another way to observe activist tactics is through published issue management case studies. One such is a recent analysis of the activist organisation PETA, which has used largely media tactics to become one of the world's best-known and best-funded animal 1 S For a derailed case srudy of GE activism in New Zealand, see Henderson (2005) in this chaprer's Further reading section. CHAPTER 5 ISSUE MANAGEMENT -ACTIVISM . . · · ns 16 The authors (Brummette, Miller & Zoch, 2013) identified . hes acaVlSC or gan.L'iat10 .. ng bl' · · . h pETA pu ic1ry tactics: e1g t f · 1 ) + hocking advertisements (depicting brutal treatment o amma s . onems' events (d isrupting public evems to embarrass opponents) + protesung opp . . ) ( in · g film s cars and celebritie to increase media attention -elebncy a cn vms us : :aked people, mainly women (for example, naked models used in anti-fur protests). + throwing substances (for example, thr owing flour bombs at fur-clad models at fash10n hows) . + unreasonable public demands (fo r example, a king an opponent to abandon their main busin ess activity) + dysphemism (using graphic language to label opponents; for example, fishermen are 'lip-rippers') + threatening senseless legal action (that is , threats over actions chat are not actually illegal). WARRIOR PRINCESS VERSUS OIL GIANT f N Pl 0 th in January 2012 A rotest demonstration in the New Zealand port o ew ym u . ps a high-profile example of using activist celebrity power to capture th _e media. New ;:aland actress Lucy Lawless-better known as television's Xena w_ amor Princess~ · oined six other Greenpeace protesters to climb the drilling rig of the 011 explorat1_on sh1_p JNoble Disc overer, due to depart to search for oil in the Arctic on behalf of Shell Oil. Their made-for-television occupation continued for more than 70 hours. attracting massive international media attention and publicising the previously little-known Greenpeace campaign against exploitation of Arctic mineral resources. The protesters pleaded guilty to trespass and faced up to three years in prison. Shell also sought over $500,000 I~ reparations. In court 12 months later, Lawless and her co-accuse_d were each sentence to 120 hours of community service and ordered to pay $651.44 in damages to the port a uth ority. 17 One of the most controversial activist tactics is to deliberately break the law in supplort · ·1 d" b d" h blocking the road to a nuc ear of a cause. This can range from c1vi iso e ience, sue as .d f ower lam; through trespassing to stage a sit-in or to hang a ba.nner on the s1 e o. a buildi~; on to physical damage such as destroying geneti~a~y modified crops o~ releasm1 laboratory test animals; and as far as violent. criminal. activity such as firebombmg petro stations or even murdering doctors who provide abornons.
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