Frames and Narratives as Tools for Recruiting and Sustaining Group Members: The Soulforce Equality Ride as a Social Movement Organization*

Structuring collective action, given diverse human thoughts, feelings, and behavior, is an arduous task. This article examines one way collective action can be facilitated by analyzing how social movement organizations (SMOs) use narratives as a key resource for recruiting members and sustaining participation. Data for this analysis were collected through participant observation and in‐depth interviews with 34 participants of the Soulforce Equality Ride (ER), a cross‐country bus journey—modeled after the Freedom Ride of the Civil Rights Movement—that toured 18 schools that ban the enrollment of gay, lesbian, bisexual, and transgender students. Findings indicate that the ER recruited participants, maintained commitment to the group and its cause, and met organizational goals by (1) crafting a frame that successfully taps into potential members’ existing emotions, ideologies, and experiences; (2) aligning these individual experiences with group messages and meanings via narratives; and (3) creating positive feelings for members. In doing so, SMOs can construct cognitive and emotional links between the individual and the SMO, thereby promoting group goals.