Lobbying Strategy, Media, and Framing

How is lobbying defined by De Bruycker (2016)?

A communication process where a messenger conveys a message to policymakers through a channel within a specific context

What are examples of inside tactics?

Face-to-face meetings, emails, position papers

What are examples of outside tactics?

Media campaigns, public events, seminars, social media

Which tactics are more frequently used?

Inside tactics are more frequent and efficient

What is the media logic in lobbying?

Media is used to set the agenda and frame issues to influence public and policymakers

Why do interest groups use media?

To raise awareness, shape public opinion, and support internal lobbying goals

What is the role of events and media work in lobbying?

To build and maintain relationships with policymakers and gain visibility

What are the uses of social media in lobbying?

Advocacy, member engagement, education, media interaction, mobilization

Is social media use equal among all groups?

No; it’s more frequent among well-resourced groups, though usage patterns vary

Does social media reduce inequality in lobbying?

Not necessarily; while it lowers access barriers, it still favors resource-rich actors due to skill requirements

What is framing?

Emphasizing specific aspects of an issue to shape perception and guide decision-making.

Why is frame selection important?

Because different audiences (e.g., policymakers vs public) respond to different narratives

What makes a frame effective?

Framing in the public interest, forming broad coalitions, and consistency across channels