It then looks at the role of international NGOs such as Oxfam as well as new online advocacy groups like Avaaz.
It argues that anyone who seeks change in the networked public sphere needs to be aware that the terms of information exchange have changed. Organisations making ethical claims or political demands have to reflect this in the way they communicate.
It suggests that the new networked public sphere offers opportunities for better journalism and more effective cosmopolitan communications but it warns against the dangers of relying on online marketing and having too high expectations of the potential for understanding and change.
This paper is written by a journalist who now runs an international media think-tank at the London School of Economics, so it draws upon a practical understanding of the media as well as the research and analysis of the Department of Media and Communications at the LSE.
A shorter version of this paper was published by the International Broadcasting Trust.
This version has a full exploration of the issues and case studies with extensive footnotes.