The Leverage of Protest: Market,Media, and Reputational Disruption in Social Movement Success

How do social movements gain concessions from large corporations? The ability of protests to attain leverage by imposing disruption costs on their targets is widely assumed but less often tested. In this article, we assess the ability of protests to attain concessions by disrupting three broad sources of interest to firm officials: maximizing shareholder value, gaining positive media, and fostering a well-reputed image. In contrast to the body of research on the benefits to movements from shaping media discourses and damaging the reputations of their targets, we find that only market disruption provides protests with leverage. We show this through statistical analyses of an original database of protests against large corporations in the United States over five years, 2005–2009. This study advances social movement and organizational research by demonstrating the ways in which the interests of large corporations provide insurgents with means of attaining leverage over their targets. It also speaks to the broad debate over the importance of disrupting the material versus symbolic interests of movement targets. Our results suggest that when it comes to obtaining concessions from large corporations, it is material disruption and not symbolic disruption that provides movements with leverage.     

Tracing Protest Motives: The Link Between Newspaper Coverage,Movement Messages,and Demonstrators’ Reasons to Protest

Within the social movement literature, it is mostly assumed that the reasons why people join a protest demonstration are in line with the collective action frames of the organizations staging the protest. Some recent studies suggest, however, that protesters’ motives are only partly aligned with the messages that are broadcasted by social movements. This study argues that activists’ motives are for an important part shaped by mass media coverage on the protest issue. It investigates the link between people's reasons to protest, the campaign messages of the protest organizers, and newspaper coverage prior to the demonstration. Data cover 14 anti‐austerity demonstrations in Belgium, the Netherlands, and the United Kingdom. Results show that social movements depend a lot on other political actors to gain media visibility for their messages. Furthermore, the relationship between social movement frames and protest participant motives is mediated by newspaper coverage. Protest organizers’ are able to reach demonstrators via their own communication channels to some extent, but for many of their messages, they also rely on journalists’ reporting about the protest issue.     

Anti-War Activism: New Media and Protest in the Information Age

This starts out by distinguishing between communication and communication mediums when examining social movement-powered formations of collective identity and collective action. We then focus on communication mediums to examine the different ways that old and new media are utilized in urban social movements under neoliberal capitalism. Based on shifts in the political economy and correspondingly in the contemporary composition of the working class, we focus on the Media Mobilizing Project in Philadelphia to argue that contemporary urban social movements and networks utilize a multi-media platform to further class-based politics. The respective use of old or new media depends on important contextual questions, regarding technology access and geographic aspects of movement building work.     

Symposium on political communication and social movements: audience,persuasion, and influence

ABSTRACT

This article argues that an important contribution that political communication can offer social movement studies is a more variegated understanding of social movement audiences and their role in social movement strategy and processes. Specifically, the article introduces a coarse typology of social movement audiences and discusses the importance of understanding differences in the goals of these audiences and what kinds of influence, from messaging or other forms of pressure, may be important to affect different audiences in movements’ favors. The article also examines the ways in which audiences are active, shaping what messages they are exposed to, consume, believe, and act upon. The call of the article is to bring a concern for audiences into social movement studies in the hopes of wedding these more media and communication-focused concerns with the kinds of structural and material influences social movement studies is so accomplished in investigating.     

International Opportunities and Domestic Protest: Zapatistas,Mexico and the New World Economy

The EZLN (Zapatista Army of National Liberation) uprising in Chiapas, Mexico, in 1994 took advantage of many political opportunities in an economic and politically liberalizing state. Most significantly, the negotiation and passage of the North American Free Trade Agreement (NAFTA) generated issues over which to mobilize and created political openings in the system to support mobilization. While NAFTA highlighted the dark side of globalization with its negative effects on living conditions in southern Mexico, it also ushered in political reforms that protected human rights and brought great international attention to Mexico. Many nations were watching to see whether Mexico had reached economic and political maturity. Taken together, these political opportunities provided the context for the EZLN to mobilize as a political movement.     

Comparing Protest and Conflict: A Time-Series Analysis of Peasant Unrest in Japan, 1800-1877

Abstract  The objective of this study is to explore the mechanisms of peasant political protest and social conflict in nineteenth-century Japan. While political protest and social conflict have often been referred to as constituting two major categories of peasant unrest throughout feudal Japan, past studies on nineteenth-century peasant uprisings, based mainly on a class conflict paradigm, did not treat them as such. This study aims at examining differential mechanisms between protest and conflict, and at assessing the applicability of the class conflict paradigm.
A time-series analysis is performed using the annual data of peasant uprisings and antecedent socioeconomic and political conditions during the period 1800-1877. The study results strongly suggest that differential mechanisms between political protest and social conflict existed in the nineteenth-century, and that the applicability of a class conflict paradigm is, at the very least, dubious. Based on the results, combined with historical-contextual knowledge, an alternative explanation is also suggested.     

Social reproduction and the limitations of protest camps: openness and exclusion of social movements in Japan

This paper investigates how activists conduct participatory democracy and realize prefiguration and horizontality in a protest camp setting. Recently, scholars have shown increasing interest in the internal lives of social movements. Anti-G8 direct action in Japan has provided an opportunity to examine how protesters practise prefiguration and horizontality in everyday experiments in alternative ways of living together. In the protest camp in Japan, participants faced institutional and material limitations. This study discusses the social reproduction processes within protest camps that operate according to these limitations. Three key findings emerged: first, the protest camp shows a great openness towards beginners; they can easily find roles in its social reproduction processes. To accomplish this, they use skills developed in their daily habits outside the protest. Second, the collective practice of social reproduction creates and clearly displays a hierarchical partnership between activists, in the sense that beginners are not only politically socialized, but that they learn the limited cultural codes of anti-globalism movements from other activists. The relationship between teaching and taught serves to create hierarchy and exclusion among participants. The third key finding is related to exclusion. For some activists who have experienced discrimination, the protest camp is a frustrating experience because it forces upon them codes and manners constructed in capitalist society. To them, the camp recreates the cleavage between majority and minority protesters. The paper argues that both exclusive and inclusive sides of the protest camps, particularly when discussing collective lifestyle practices, exhibit ambiguity.     

Protest in an Information Society: a review of literature on social movements and new ICTs

New Information and Communication Technologies (ICTs) are changing the ways in which activists communicate, collaborate and demonstrate. Scholars from a wide range of disciplines, among them sociology, political science and communication, are working to understand these changes. The diversity of perspectives represented enriches the literature, providing an abundant repertoire of tools for examining these phenomena, but it is also an obstacle to understanding. Few works are commonly cited across the field, and most are known only within the confines of their discipline. The absence of a common set of organizing theoretical principles can make it difficult to find connections between these disparate works beyond their common subject matter. This paper responds by locating existing scholarship within a common framework for explaining the emergence, development and outcomes of social movement activity. This provides a logical structure that facilitates conversations across the field around common issues of concern, highlighting connections between scholars and research agendas that might otherwise be difficult to discern.     

Demonstrating in the internet age: a test of Castells’ theory

ABSTRACT

Some social movements researchers argue that the Internet globalises protest and equalises cross-national inequalities in opportunities for activism. Critics warn against such techno-optimism, highlighting continued individual-level inequalities and country-level variation in protest participation. In this paper, we operationalise Manuel Castells’ theory of social movement development to test the extent to which contemporary demonstrators share the characteristics of global activists. We also examine how country-level economic and political institutions affect levels of protest and moderate the relationship between individual-level predictors and activism. We find support for Castells’ contention that use of online media is a significant predictor of protest. However, we also find that having a sense of global connectedness does not significantly affect one’s likelihood of engaging in demonstrations. Protest participation continues to be stratified by traditional markers of social privilege including education and gender. Moreover, national political and economic contexts have independent effects on protest and moderate how individual-level political and economic grievances affect civic engagement.     

Once in Parkland,a Year in Hartford,a Weekend in Chicago: Race and Resistance in the Gun Violence Prevention Movement

Generally ignoring firearm‐deaths by suicide, “common sense” divides gun violence into two distinct types of phenomena: urban gun violence and mass shootings. At a cursory level, these phenomena seem distinct because of the difference in the number of victims killed during a particular shooting, rather than subtypes co‐creating a master category defined by gun violence. As a result, gunshot deaths of black and brown bodies in urban settings, which constitute the majority of deaths by gun violence after suicide, are viewed as routine whereas gunshot deaths in suburban settings are extraordinary and worthy of outrage. In this article, we draw on ethnographic observation to compare protest vigils in urban communities comprised predominantly of people of color, in suburban areas that are mostly white, and at the national level in order to uncover the racialized processes of symbolic classification by which this “commonsense” view is produced and how it is challenged by activists. We use the framework of cultural pragmatics to analyze these vigils, making visible the racialized forms of domination that structure activism and, we contend, ultimately divide gun violence into two distinct phenomena rather than constituting a master category. We argue that cultural pragmatics provides a way to understand what it means to challenge culture as emphasized by the multi‐institutional politics approach to social movements.     

Media and information praxis of young activists in the Umbrella Movement

Young people were key participants in the Umbrella Movement in Hong Kong and the media also played an important role in this protest. This study examines how Hong Kong’s young activists developed communication strategies and media practices to mobilize this social movement. A framework termed “media and information praxis of social movements” is proposed for the analysis. The findings showed that in their praxis, the young activists used their media and information literacy skills to initiate, organize, and mobilize collective actions. They not only used social media and mobile networks but also traditional mass media and street booths in a holistic and integrated approach to receive and disseminate information. Hence, these young activists served as agents of mediatization. The results also indicated that the young activists moved away from the traditional movement mode which just tried to motivate a large number of people to protest in the streets. They actively engaged in the new movement mode, which emphasizes the media and information power game. Their praxis in the Umbrella Movement reflects the trend toward the mediatization of social movements in Hong Kong.     

Extending the local: activist types and forms of social media use in the case of an anti-mining struggle

As political activists increasingly use social media in local protests, scholars must redirect attention from large-scale campaigns to scrutinize the ways in which geographically confined actors use social media to engage in protests. This paper analyses how a 2013 anti-mining campaign in Kallak, Sweden, combined on-site resistance with social media strategies via Facebook pages. The study examines which activist roles and forms of social media use that emerged and aims to explore what larger practical and theoretical implications one can derive from this specific case of place-based struggles. Results show that three typologically distinct activist roles emerged during the protests: local activists, digital movement intellectuals and digital distributors. These different types of actors were involved in four different forms of social media use: mobilization, construction of the physical space, extension of the local and augmentation of local and translocal bonds. Based on our findings, we argue that the coming together of these different activist roles and the different uses of social media added a translocal dimension to the peripheral and physically remote political conflict in Kallak. Media users were able to extend a locally and physically situated protest by linking it to a global contentious issue such as the mining boom and its consequences for indigenous populations.     

Protest avatars as memetic signifiers: political profile pictures and the construction of collective identity on social media in the 2011 protest wave

Protest avatars, digital images that act as collective symbols for protest movements, have been widely used by supporters of the 2011 protest wave, from Egypt to Spain and the United States. From photos of Egyptian martyr Khaled Said, to protest posters and multiple variations of Anonymous' mask, a great variety of images have been adopted as profile pictures by Internet users to express their support for various causes and protest movements and communicate it to all their Internet peers. In this article, I explore protest avatars as forms of identification of protest movements in a digital era. I argue that protest avatars can be described as ‘memetic signifiers’ because (a) they are marked by a vagueness and inclusivity that distinguishes them from traditional protest symbols and (b) lend themselves to be used as memes for viral diffusion on social networks. In adopting these icons, participants experience a collective fusion in an online crowd, whose gathering is manifested in the very ‘masking’ of participants behind protest avatars. These forms of collective identification, while powerful in the short term, can however prove quite volatile, with Internet users often discarding avatars with relative ease, raising the question whether they can provide durable foundational elements of contemporary social movements.     

Anatomy of Protest in the Digital Era: A Network Analysis of Twitter and Occupy Wall Street

Two months before the first Occupy Wall Street (OWS) protest in September 2011, activists were using Twitter to organize and spread the movement. In this study, the earliest Twitter messages regarding #OccupyWallStreet were subjected to network analysis to answer these questions: What were the central hubs in the OWS discourse on Twitter in the summer of 2011? How did OWS emerge from among several social movement organizations to lead a nationwide series of demonstrations? What were the key points in the Twitter dialogue that aided the process of scale shift? By addressing these questions, this research connects social movement concepts with network centrality measures to provide a clearer picture of movements in the digital era.     

Social media time,identity narratives and the construction of political biographies

ABSTRACT

The question of identity narrative is at the core of the interaction between social movements and temporalities. In this paper, we draw on long-term qualitative research amongst activists engaged in Italian social movements and argue that identity narratives are often the result of a complex mnemonic, contradictory and open-ended process that spans through a life-time of engagement with multiple collectives. We then question whether the use of social media reshape these dynamics. The analysis shows that the construction of identity narratives on social media tends to take place with knowledge of the complexity and overlaps that characterise these processes online. Nevertheless, the temporality of social media, based on immediacy, archival and predictive time, challenges the unpredictable, contradictory, and open-ended nature of political identity construction offline. The need to escape the hegemonic temporalities of social media poses new challenges to activists in their creative agency.     

Digital survivance and Trickster humor: exploring visual and digital Indigenous epistemologies in the #NoDAPL movement

ABSTRACT

The decolonizing turn in the humanities and social sciences calls for scholarship that analyzes social media practices through the lens of Indigenous epistemologies. In this article, we model the ways that Indigenous epistemologies might contribute to theories of social media practices as we explore ways that the digital image can drive identification with and engagement in political acts. The article analyzes social media tropes circulated across various platforms among Indigenous communities and allies in relation to the #NoDAPL movement. We argue that attempting to analyze Native American traditions through Western theory will only work towards colonizing these Indigenous texts. Thus, whereas we employ insights from digital and visual methods of analysis (Highfield, T., & Leaver, T. (2016). Instagrammatics and digital methods: Studying visual social media, from selfies and GIFs to memes and emoji. Communication Research and Practice, 2(1), 47–62), we also highlight the strategic use of humor in the visual materials shared through various social media platforms utilizing the framework of the Trickster. We argue that the visual and digital phenomena we studied might best be understood as a form of digital survivance, drawing upon Anishinaabe scholar Gerald Vizenor [(1994). Manifest manners: Postindian warriors of survivance. Hanover, CT: Wesleyan University Press]. term ‘survivance’ as a portmanteau that combines ‘survival’ and ‘resistance’ in its characterization of Indigenous storytelling traditions. Whereas centering the Indigenous figure of the Trickster might suggest that social media has failed to live up to its promises, this epistemological approach also explains the hope that Indigenous communities hold in uniting via social media for what has been and continues to be a long-term battle for sovereignty and for the protection of the earth and all of its beings.     

Princely states,peasant protests,and nation building in India: the colonial mode of historiography and subaltern studies

The postcolonial unity of India as a single nation state incorporating the princely states covering two-fifth of the territory and a quarter of the population that remained outside the direct jurisdiction of the colonial state has not been problematized in the colonial and postcolonial historiography of India. This problematization is nonetheless essential in order to understand the internal dynamics of the colonial social formation in India, especially the agency of peasant movements in princely states in the dissolution of tbe colonial state and in preparing the ground for the postcolonial unity of the Indian state. The tendency to ignore the agency of peasant movements in princely India during the colonial rule is what I have characterized as the colonial mode of historiography. Subaltern Studies project which claims to distinguish itself for its role in restoring the agency of peasant insurgency in colonial India is indeed a continuation of the colonial mode of historiography.     

Focusing on Focusing Events: Event Selection,Media Coverage,and the Dynamics of Contentious Meaning‐Making

Despite the prevalent assumption among scholars of social movements and contentious politics that transformative contentious events are also the focus of public attention and discussion, there has been little attempt to substantiate this. After making a case for why to focus on focusing events and suggesting that these events should be thought of as products of a dialogical contentious meaning‐making process, we develop a coverage attribute‐based method for identifying focusing events. For illustrative purposes, we apply our method to the coverage of contentious events during the “first” intifada by Israeli‐Jewish, Jewish settler, and Palestinian newspapers. Findings from analyses of 11,868 news items reveal that newspapers are likely to strategically quiet contentious events that are strategically amplified by newspapers affiliated with opposing or targeted parties, and vice versa, depending on their interpretation of these events as political opportunities or threats. Analyses of variations across and within contending parties reveal the role of structure and agency in the dialogical seesaw‐like dynamics of contentious meaning‐making.