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Chapter 13: Persuasive Movements. <images of movements>. a movement is “not a body of individuals and structures but rather the meanings that individuals hold about that body. Thus you could be a part of a movement without attending meetings or rallies.” (330).
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Chapter 13: Persuasive Movements <images of movements> a movement is “not a body of individuals and structures but rather the meanings that individuals hold about that body. Thus you could be a part of a movement without attending meetings or rallies.” (330) (relation between media and movements) media: 1. make public aware of the presence and activity of per. movements 2. expand public deliberation 3. frame perceptions of persuasive movements 4. creates cultures that foster persuasive movements in a more general sense, media by definition persuade audiences to accept new ways of thinking about the world and so the ability to make good use of all media one of the key factors in a movements success.
Simons’ defintion of persuasive movement: “Struggle on behalf of a cause by groups whose core organizations, modes of action, and/or guiding ideas are not fully legitimated by the larger society” cause: propose/oppose social change (policy, value, fact) struggle: grievance over something that is not as it should be legitimation: desire official or mainstream recognition, normalization
types of persuasive movements: • revolutionary • expressive • countermovement (seek to block reforms) these categories can be misleading lifecycle of persuasive movement: 1. genesis – articulate the problem 2. social unrest – more people join the movement, manifesto-slogan, reaction by est. 3. enthusiastic mobilization – true believers emerge, optimism is widespread,tothestreets 4. maintenance – fading visibility, loss of original voices, issue gets bureaucratized 5. termination (?) – issues gets incorporated into mainstream or loses visibility (mccarthy) media frame audience perceptions of persuasive movements: identifies what’s wrong, why is exists, solutionsidentifies the antagonists and protagonistsdefines an injustice that must be correctedresonates with the experiences of some collectivity ex. drunk driving
slogans four functions of movement slogans: • transform perceptions of reality – encapsulate unjust situation in a few words • transform percep. of society – identify opponents of a persuasive movement • prescribe courses of action – encapsulate problem and give solution - mobilize for action – call to action song protest songs dramatize the usually abstract connections between people and institutions Ex. dylan, gil scott heron, PE, sara jones image events visually frame issues in order to keep the controversy in the news
Strategies of agitation 1. Petition – movement works through established channels 2. Promulgation – movement seeks legitimizers, credible spokespeople, to support it 3. Solidification – movement creates slogans and gains members who support the cause 4. Polarization – movement isolates specific individuals/organizations for critique Strategies of Control 1. Avoidance – either rebut claims or ignore them 2. Suppression – put down the movement 3. Adjustment – establishment sacrifices personnel, meets some demands or incorporates movement’s message/position into the mainstream 4. Capitulation – establishment grants all movements demands
