ABSTRACT
This chapter analyses the messaging on mobiles and health presented by both the anti-5G campaigners and industry. Public opinion surveys showed the traction that the anti-5G message was achieving. The picture painted by the anti-5G messaging is of people who value nature and family living happily in local communities. The campaigners cast themselves as Robin Hood or Superman figures, trying to save their communities from the “bad guys”. The narrative presented by anti-5G campaigners is very similar to what Jewett and Lawrence described as the “American Monomyth”. The success of the anti-5G activists meshes closely with academic research about effective campaigning. Campaigns are successful when they bring people together for a common purpose. A campaign proposition must be worthwhile to attract participants. Emotional impact and a strong narrative are key ingredients in winning someone over, and the anti-5G campaigns score highly on both.
