Which of the political tactics discussed in this chapter are evident in this case?
In this case study, the various evident political tactics used include direct communications, lobbying as well as using social media platforms. The old media made use of lobbying to communicate and convince the organization's interests as they consider formulating a particular policy or regulations. A total $91 million was spent by the entertainment industry alone in lobbying for the SOPA. This was part of the contribution that the entertainment industry made towards congress lobbying in their efforts to support SOPA. In the first quarter alone, Google spent a total of $5 million in lobbying (Lawrence, A. T., & Weber, J. 2014). Other organizations such as Microsoft spent $1.8 million while a total of $500, 000 was spent by both Amazon and Apple to lobby against SOPA. Other supporters also relied on social media platforms such as tweeter to advocate the necessity of SOPA. There was also the use of direct communication with new media, while the opponents of SOPA were used to send letters and emails in support of an alternative bill.
Why were the political tactics used by the “new media” so effective in this case?
A major protest by the new media took place that made it effective. There was also a day blackout on the internet that interfered with the several users who in turn started demonstrating that SOPA might cause interference to the freedom of access to an open internet. These protesters also wrote a number of letters and emails to the Congress as well as making phone calls to influential members. A total of $7.8 million was used on modern technology to try and lobby against SOPA, alerting the whole world to this reality ( DeNardis, L. 2012) . The legislators who had in the past supported the bill started withdrawing their support, the bill received support from all corners including social media as well as traditional methods.
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Would the effectiveness of these tactics vary, depending on the political issue at stake?
Given that different firms have divergent views of SOPA and PIPA, the effectiveness of the tactics can have a variation, depending on the political issues at stake. In this scenario, the specificity rule is applicable. A business strategy aims to provide guidelines for carrying out strategic management; not a single solution to fit all. The huge sums of money spent on lobbying shows how determined and proactive they are in building the aims of their actions. While the entertainment sector is of the opinion that SOPA can be of great significance against piracy, it was viewed by new technology as a threat to the freedom to operate on the internet.
What can traditional companies learn from the new forms of political activity described in this case study?
The lessons that the traditional firms can learn from this case study is that the society has undergone transition and evolution, with social media and internet having significant impacts on the daily activities of several people. For example, if certain websites such as Reddit.com could go for an internet blackout for only a day, millions of users would notice immediately. As long as there are money and power, big companies can take their stand on the matter and fully support it. Business organizations can also undertake initiatives to promote an information strategy through direct communication with those people who make policies and laws. The traditional efforts such as direct communication have been established to have a lasting impression on the individuals. The traditional companies should be proactive and anticipate change. By taking the efforts to establish the relationships, obtaining assistance from stakeholders can help their efforts, including direct communication engagement.
References
Lawrence, A. T., & Weber, J. (2014). Business and Society: Stakeholders, Ethics, Public Policy
(Fourteenth Ed.). New York: Mc-Graw Hill.
DeNardis, L. (2012). Hidden levers of Internet control: An infrastructure-based theory of Internet governance. Information, Communication & Society , 15 (5), 720-738.
