"We offer a comprehensive analysis of media advocacy, pointing out its challenges and limitations and build towards an argument for proposing a holistic conception of ‘advocacy communication’ for achieving social justice. Media advocacy faces several challenges in practice, as it is often inhibited by political and economic contexts, and in theory, through a conceptualization of participatory governance as elitist. Critical analyses raise additional challenges to the potential for media advocacy as an approach for social justice, facing concerns with representational practices. Recognizing these challenges, we propose a more comprehensive, yet reflective approach that we call ‘advocacy communication’ for social justice, not limited to the categorical understanding of different communication for social change strategies. By examining different cases of advocacy communication and relying on Sen’s freedom-centered approach, we demonstrate how advocacy must articulate the connections across freedoms “to” and freedoms “from” in ways that privilege agency in inclusion and representation." (Abstract)