| Abstract: | Recent calls for communication scholars and practitioners to identify effective communication means for mobilizing constituencies to address climate change often fall to distinguish between communicative acts that “mobilize” and mobilization that enables a particular end. The latter presupposes an account of the intentional or strategic alignment of mobilization, that is, the predicted or assumed relationships among a mobilized public, the mode(s) of influence or leverage this creates, and the expected consequences of such influence, i.e., how specific communicative efforts are related to outcomes or “effects” within a system. This essay argues that the neglect of strategic alignments in some recent climate communication campaigns have caused these campaigns to be non-adaptive at the scale and/or urgency required. Drawing on case studies of the 2007 Step It Up initiative and the Sierra Club's “Beyond Coal” campaign, the essay proposes viewing the strategic as an heuristic for identifying openings within networks of contingent relationships and the potential of certain communicative efforts to interrupt or leverage change within systems of power. |
