Practicing Birchism: The Assumption and Limits of Idiocultural Coherence in Framing Theory

Social movement theory and research over the past twenty years have utilized the concepts incorporated under the rubric of Framing Theory in order to draw attention to the cultural ‘meaning work’ within a social movement or social movement organization. Underlying Framing Theory is an assumption of what I term idiocultural coherence – that for a movement organization to be successful, its members must come to agree cognitively with its cultural understandings and identify collectively with it. Drawing on an example of the John Birch Society, a very successful conspiratorial, anti-communist organization, I show how people may join a social movement organization not because they necessarily or fully agree with its collective action frames but because it provides an opportunity to act collectively and publicly perform a collective identity. I argue that a narrow focus on idiocultural processes obfuscates important cultural processes ‘outside’ of a movement organization that have an impact on how and why people join an organization and maintain membership.