From Hyperlink to Ink: Media Tactics and Protest Strategies of the UK Radical Environmental Activism Movement

In a socially mediatised world, why do some environmental activists movements still think in
terms of front page newspaper coverage? The movements’ over reliance on social media as a
media tactic, over time negated any genuine political strategy. Environmental activists and the
traditional media have discovered there is a need to concentrate less on virtual and more on
physical communities. Activists should concentrate on online tools, to get people off line, just as
activists should know where and when to use technology. But, any media tactic is worthless,
without a political strategy in which to hang it on.