Homelessness and Media Activism in the Voluntary Sector: A Case Study

Summary

The relationship between voluntary organizations and mainstream news media is tenuous. The market-orientation, news values, and journalistic working routines of most media companies, combined with competition within the voluntary sector for publicity and resources, typically constrains the range of possible communication strategies and tactics voluntary organizations can employ. Nevertheless, mainstream news media are not a monolith to which only powerful groups will receive access, and voluntary organizations and other activist networks are not always marginalized from discussion and debate about social problems and issues. Not only can these organizations overcome structural and cultural barriers and constraints, but they can also create their own opportunities for communicating with broader publics and informing debate about policies that concern them and impact the lives of their constituents. This article focuses on the tension between the constraints and opportunities for voluntary sector media activism and examines the communications campaign of a coalition of advocacy groups for the homeless in Ottawa, Canada.