It's funny how one of the aims of a protest is about getting their story in the media because the media is not paying attention to it. It basically means that

It's funny how one of the aims of a protest is about getting their story in the media because the media is not paying attention to it. It basically means that a protest has to play by the medias's games. There's always critical commentary after a protest about the amount of coverage given to it. Coverage becomes the aim rather than the actual aim. The media for their part do cover them - they have to play their side - but they won't be on the protest's side! Focusing on the media, marketing, communications and influence also means fake news, propaganda, Russian troll armies etc are also important. It's the medium and the message and not the aims of the movement that's most important. It over plays the media's hand and down plays how effective a protest movement could be.