Developing Advocacy Strategies for Avoiding Discourse Failure through Moralizing and Emotionalizing Campaigns

Martin-Luther-University Halle-Wittenberg, Department of Business Ethics, Discussion Paper Number 2019-01, ISBN 978-3-86829-989-2

32 Pages Posted: 8 Apr 2019

See all articles by Matthias Georg Will

Matthias Georg Will

Martin Luther University of Halle-Wittenberg - Faculty of Economics and Business Administration

Ingo Pies

Martin-Luther-University Halle-Wittenberg

Date Written: March 06, 2019

Abstract

In recent years scholars just as practitioners have been developing measures for addressing inefficiencies and reputational problems of NGOs, which offer goods and services. However, these accountability standards may not be sufficient for advocacy NGOs. As we show in an exemplary case, moralizing and emotionalizing campaigns may not-intentionally increase risks for NGOs even if the involved NGOs have noble aims. We use the psychologically and empirically well-founded Moral Foundations Theory (MFT) to highlight how the scandalization of glyphosate counteracts NGOs’ long-term interests in highlighting and solving ecological and social issues. Against the backdrop of MFT, we present communication strategies that enable appropriate semantics for avoiding such risky campaigns. Second, we highlight how NGOs can encourage institutional changes within the society and their organizations. Such governance structures may help them to resist the temptation of populist campaigning and thus to escape the current trap of self-endangering their important role for societal and ecological advocacy.

Keywords: Discourse Failure, Rational Choice, NGOs, Moral Foundations Theory, Advocacy

JEL Classification: L31, L39, D90, D91

Suggested Citation

Will, Matthias Georg and Pies, Ingo, Developing Advocacy Strategies for Avoiding Discourse Failure through Moralizing and Emotionalizing Campaigns (March 06, 2019). Martin-Luther-University Halle-Wittenberg, Department of Business Ethics, Discussion Paper Number 2019-01, ISBN 978-3-86829-989-2. Available at SSRN: https://ssrn.com/abstract=3351325 or http://dx.doi.org/10.2139/ssrn.3351325

Matthias Georg Will (Contact Author)

Martin Luther University of Halle-Wittenberg - Faculty of Economics and Business Administration ( email )

Germany

Ingo Pies

Martin-Luther-University Halle-Wittenberg ( email )

Grosse Steinstrasse 73
Halle/Saale, DE Saxony-Anhalt 06108
Germany
+49 0 345 55 23420 (Phone)

HOME PAGE: http://ethik.wiwi.uni-halle.de/2166_199920/2166_199912/

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