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MoveOn.org
left click
June 21, 2004
Currently the political landscape of the US appears terribly polarized. For a while, it seemed that only foreigners were criticizing President George W. Bush and his controversial policies. However, a yawning gap has now opened between anti- and pro-Bush voters, and many Americans are openly expressing dissatisfaction with their leadership.
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MoveOn.org is among those voices. The online organization uses the Internet to engage a community, hold discussions and advance a powerful message. Beyond mere criticism, the website expresses a high level of outrage at some of the current administration's policies and decisions. In particular, MoveOn.org is critical of Bush's handling of anti-terrorism measures implemented after September 11, 2001. (Although they also question decisions made before the attack.)
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The website leverages the broad reach of the Internet to help citizens advance their concerns to political representatives. It also organizes well-targeted campaigns that sometimes attract considerable media attention, such as the "Bush in 30 Seconds" advertising campaign. No less than the Top 150 ads are posted online, from winner Charlie Fisher's "Child's Pay" to "If the Bush Administration Was Your Roommate" (in 5 different versions).
The site is designed as a news portal, in an attractive, easy-to-read fashion. At the time of this review, the top picture was a photomontage of the Statue of Liberty hooded in a way that reminds one of the tortured Iraqis at the Abu Ghraib prison. As cartoonists know well, a picture can be worth a thousand words, and MoveOn.org uses strong still and moving images to advance its message.
MoveOn’s following is able to share opinions as part of an online town meeting by posting comments and endorsements. For instance, "I am so afraid that this country will be forced to endure four more years of Bush" received a score of "94 percent agree" by respondents of a forum. The interaction allows for a feeling of community among remote individuals.
Across the front page a range of issues are covered, from political, to civil liberties and environmental. MoveOn uses catchy titles such as "Protect Our Votes – Insist on a Paper Ballot" to cover deficiencies of the voting system, or "Protect our Kids from Mercury Pollution” to stir the heartstrings. It is strong, opinionated, and in your face, like tabloid headlines.
However, MoveOn is no tabloid. While obviously political partial, the outlet aspires to contribute to democratic debate. MoveOn’s position is not bland and definitely not everything to everybody; however, one doesn’t get noticed by always agreeing with everybody.
MoveOn.org is not part of the mainstream media and does not position itself as such. In many ways, it is an activists' forum. It informs, but also collects signatures, circulates Action Updates, raises donations, and seeks volunteers. Regardless of its political stance, it is a good example of how the Internet can be effectively leveraged for grassroots "democracy in action.”
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*Due to the constantly changing environment of websites, some reviews may no longer reflect the current website for this brand.
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Oct 18, 2004
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Jell-O - A treat
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Jell-O mixes up a treat that’s fun for the whole family.
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Sep 27, 2004
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Nike - does it
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Nike offers an online workout for the armchair surfer
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Mar 22, 2004
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Luciano Pavarotti - Bravo
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Pavarotti bids farewell to the opera scene but leaves behind an ovation-worthy website.
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Feb 16, 2004
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FCUK - Cheeky
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Taking shock online, FCUK fashions its site to appeal to teens.
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Jan 12, 2004
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Orange - Ripe
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Does Orange.co.uk reflect the brand's fresh squeezed identity?
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