Web-based social movements contesting marketing strategy: Mobilization of multiple actors and rhetorical strategies

Previous studies suggest that marketing strategy is developed and used to mobilise and configure the actions of firm actors, creating a set of stabilising activities focused on the firm–customer dyad. Destabilising forces precipitated by the Internet and associated digital technologies involving contention and disruption by multiple actors are much less prevalent in the marketing literature. The central point we advance is that rather than marketing strategy being a controlled and stabilising force for firms in their relationships with customers, it can often lead to socially produced spaces where consumers and, importantly, other multiple actors form a social movement to actively attempt to destabilise it and contest its legitimacy. Using an innovative research approach, the findings of this study show how social movements proactively enrol and mobilise a wide range of relevant actors into a network of influence. Critical to this are rhetorical strategies, acting as important levers in attempts to destabilise and delegitimise a dominant firm's marketing strategy.

Fair Copyright for Canada: Lessons for Online Social Movements from the First Canadian Facebook Uprising

Despite their growing importance, the political effectiveness of social media remains understudied. Drawing on and updating resource mobilization theory and political process theory, this article considers how social media make “political engagement more probable,” and the determinants of success for online social movements. It does so by examining the mainstreaming of the Canadian “user rights” copyright movement, focusing on the Fair Copyright for Canada Facebook page, created in December 2007. This decentralized, grassroots, social media-focused action – the first successful campaign of its kind in Canada and one of the first in the world – changed the terms of the Canadian copyright debate and legitimized Canadian user rights. As this case demonstrates, social media have changed the type and amount of resources needed to create and sustain social movements, creating openings for new groups and interests. Their success, however, remains dependent on the political context within which they operate.

Social movements and environmentalism, a Luhmannian view

Depuis les années cinquante la sociologie a été concernée par le phénomène des mouvements sociaux. Diverses théories ont essayé de les expliquer. Du collective behaviour à la mobilisation des ressources, par l`entremise de processus politiques, et de la perspective de framing jusqu'à la théorie des nouveaux mouvements sociaux, la sociologie a trouvé certains moyens pour expliquer ces phénomènes. Bien que toutes ces perspectives couvrent et saisissent des facettes importantes des angles de l'action collective, ils le font de manière disparate, en regardant un côté et en omettant l'autre. Les différences entre les points de vue proviennent, d'une part, d'un changement dans les contextes sociaux, historiques et scientifiques, et d'autre part du fait que les différentes approches ne posent pas les mêmes questions, même si certaines questions se chevauchent. Poser des questions différentes amène à considérer des aspects différents. En conséquence, ce n'est pas seulement une question de donner une réponse différente à la même question, mais aussi une question de regarder le même objet d'étude, à partir d'un angle différent. Cette situation réside à la base de la première partie de ma thèse principale: le champ de la théorie des mouvements sociaux n'est pas suffisant, ni suffisamment intégré pour expliquer l'action collective et nous avons besoin d'une théorie plus complète afin d'obtenir une meilleure compréhension des mouvements et la façon dont ils remplissent leur rôle de précurseurs de changement dans la société. Par conséquent, je considère que nous avons besoin d'une théorie qui est en mesure d'examiner tous les aspects des mouvements en même temps et, en outre, est capable de regarder au-delà de la forme de l'objet d’étude afin de se concentrer sur l'objet lui-même. Cela m'amène à la deuxième partie de l'argument, qui est l'affirmation selon laquelle la théorie générale des systèmes telle que formulée par Niklas Luhmann peut contribuer à une meilleure compréhension de l'action collective. Il s'agit d'une théorie intégrale qui peut compléter le domaine de la théorie de l`action collective en nous fournissant les outils nécessaires pour rechercher dynamiquement les mouvements sociaux et de les comprendre dans le contexte social en perpétuel changement. Une analyse du mouvement environnementaliste sera utilisé pour montrer comment les outils fournis par cette théorie nous permettent de mieux comprendre non seulement les mouvements sociaux, mais également le contexte dans lequel ils fonctionnent, comment ils remplissent leur rôle, comment ils évoluent et comment ils changent aussi la société.

Un nacionalismo más allá de las fronteras: la transnacionalización del movimiento independentista catalán

La presente investigación tiene como objetivo identificar los procesos que han posibilitado la transnacionalización del movimiento independentista catalán entre 2010 y 2014. Por tal motivo, el análisis de este estudio de caso permitirá comprender con mayor profundidad las dinámicas de transnacionalización de una causa nacional, con las que dicho movimiento ha conseguido conectar lo local con lo global. Para ello, la recolección de datos cualitativos se hace imprescindible en la caracterización de este fenómeno social, a partir del uso de herramientas como la observación participante, entrevistas y el análisis documental. Esto, con el propósito de facilitar la obtención de información proveniente de fuentes primarias y secundarias, respetando la perspectiva de los actores involucrados. De tal manera, será posible evidenciar que estos procesos transnacionales se impulsan mutuamente, propiciando la proyección del debate sobre la independencia fuera de las fronteras catalanas.

Museums, memories and social movements

From modernity to the contemporary world, museums have been acknowledged for their power to produce metamorphoses of meanings and functions, for their ability to adapt historic and social determination, and for their calling for cultural mediation. They derive from creating gestures which bind the symbolic and the material, which bind what is sensitive and what is intelligible. For this very reason the bridge metaphor fits them well, a bridge cast between different times, spaces, individuals, social groups and cultures, a bridge that is built with images and which holds a special place in the imaginary.

Caring at a distance: Gift Theory, aid chains and social movements

This paper takes as its starting point recent work on caring for distant others which is one expression of renewed interest in moral geographies. It examines relationships in aid chains connecting donors/carers in the First World or North and recipients/cared for in the Third World or South. Assuming predominance of relationships between strangers and of universalism as a basis for moral motivation I draw upon Gift Theory in order to characterize two basic forms of gift relationship. The first is purely altruistic, the other fully reciprocal and obligatory within the framework of institutions, values and social forces within specific relationships of politics and power. This conception problematizes donor-recipient relationships in the context of two modernist models of aid chains-the Resource Transfer and the Beyond Aid Paradigms. In the first, donor domination means low levels of reciprocity despite rhetoric about partnership and participation. The second identifies potential for greater reciprocity on the basis of combination between social movements and non-governmental organizations at both national and trans-national levels, although at the risk of marginalizing competencies of states. Finally, I evaluate post-structural critiques which also problematize aid chain relationships. They do so both in terms of bases-such as universals and difference-upon which it might be constructed and the means-such as forms of positionality and mutuality-by which it might be achieved.

Social inclusion, social movements, and the characteristics of late modernity

In discussing the ideology of social inclusion, this paper demonstrates that the composition of community groups in a period of late modernity is worthy of consideration. Although it would appear, on the surface at least, that previously stable community institutions, such as family, organised religion, trade unions, occupation and residential stability, and so on, are being challenged by a broad rejection of the once powerful tool of tradition, society's attachment to a belief in the symbolic value of community remains strong. In an environment however, in which the interaction and interdependence of human activity is subject to continual re-evaluation as the current processes of industrialisation and globalisation unfold, the template of what constitutes 'community' may need to be re-defined. It is to this end that the present paper is concerned, in that it seeks to identify new community formations. Of particular interest, is the rise and reach of modern day 'social movements', and why, when analysing the subject from a macro-sociological perspective, they have come to assume such a pivotal role in occupying community spaces left vacant by the demise of traditional social institutions. The paper is exploratory in its focus, using relevant literature to posit some broad theoretical themes, with the aim of presenting such themes to encourage a shift in community debates away from traditional concerns about 'who' and 'how many', towards questions of why new community forms are emerging.