Abstract
This article seeks to develop a theoretical understanding of the role of identity and power in issues management campaigns. It illustrates through original research how issues management strategies involving the management of multiple identities can motivate significant public activism. In this research, environmental interest groups attempted to influence public policy on genetic engineering in New Zealand, a country where genetic engineering issues are strongly contested and related public policy decisions will have outcomes of significant economic importance, nationally. The findings show that identity management strategies successfully extended public debate about genetic engineering and demonstrated the power of activist groups to influence the direction of government public policy.
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