ABSTRACT
Social change activists are becoming increasingly aware of the role that media organizations play in shaping public agendas. Media organizations that provide news coverage, in particular, have the power to influence public debate about crucial social issues. Activists increasingly realize that media strategies are central to social change efforts. With the proliferation of cable news channels, newsmagazine shows, and online and ethnic media outlets, advocates have more opportunities than ever to get their message out. By working with the media, they seek to deepen public understanding about issues that continue to limit opportunity in America, to change public perceptions, and, ultimately, to influence the policy environment.
