<p>Legal discussions of defamation commonly focus on defamation law, with relative neglect of struggles that take place over defamation matters. To understand defamation struggles, we introduce backfire theory: if something<br />is perceived as unjust and information about it is communicated to relevant<br />audiences, it has the potential to backfire against those held responsible. <br />Defamation suits have the potential to backfire when they are seen as<br />oppressive or contrary to free

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... eech. There are several types of actions by<br />plaintiffs that can inhibit this backfire effect, including cover-up, devaluation<br />of the defendant, reinterpretation and intimidation. To illustrate the value of<br />backfire analysis of defamation struggles, we examine four Australian<br />examples, involving author Avon Lovell, politician Robert Askin, solicitor<br />John Marsden and Aboriginal leader Geoff Clark, and the British example of<br />McDonald's suit against two activists. Participants in these struggles see the<br />matters in terms of reputation and free speech; backfire analysis allows an<br />observer to put tactics used by participants in a coherent framework.</p>