ABSTRACT
This chapter argues that the material realms of the physical environment such as the domains of space and place – can be increasingly understood as relevant in influencing processes of mediation and the ability to effectively plan and manage communication strategically. The National Union of Students (NUS) adoption of strategic media management techniques largely succeeded in ensuring that the mass and socially mediated narratives ahead of #Demo2012 supported its objectives of setting the political agenda around higher education policy. Evidence of the NUS’ strategic management of the social media narrative continues to be found in an analysis of blogs. The chapter also discusses the role played by space and place in shaping #Demo2012’s media narrative. It argues that the material domains of space and place through which the demonstration passes play a significant role in shifting the tone of this narrative.
