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Getting messages across to a large audience of diverse backgrounds is a challenge. MoveOn.org is successful in responding to the challenge when writing its campaigns in a language intelligible to all members. This research studies the characteristics of English used in MoveOn's campaigns during the periods of January 25, to March 30, 2011. It reveals that the campaigns choose ordinary words (neither politically charged nor hyperbolic) to maintain neutrality and situation-problem-solutiondoi:10.22146/jh.v24i1.1043 doaj:1cfac036d5364840955ebbd91278c9f6 fatcat:yuniarlernboli2vs7bbbrtnsm