ABSTRACT
This chapter focuses on the development and implementation of various media plans and strategies for WWViews in the US. While we aim to consider the US case within the larger context of global media coverage of WWViews, we focus primarily on the particular coverage the US received, both because this is the context with which we are most familiar, and because the lessons learned in the US may apply across multiple contexts, given the domination of globalized media conglomerates worldwide (though allowances must be made for the tremendous diversity of political and social contexts around the world). We therefore attempt to understand the successes and shortcomings of WWViews media strategies in the US and to offer thoughts on how future deliberative projects might garner media coverage more effectively.
