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.

New and Alternative Social Movements in Spain: The Left, Identity and Globalizing Processes

This collection offers a diachronic analytical study of new and alternative social movements in Spain from the democratic transition to the first decade of the 21st century, paying attention to anti-war mobilizations and the use of new technologies as a mobilizing resource. New and alternative social movements are studied through the prism of identified linkages among the left, movement identities and global processes in the Spanish context. Weight is given to certain important historical aspects, like Spain’s relatively recent authoritarian past, and certain value-added factors, such as the weak associationalism and materialism exhibited by the Spanish public. These are complemented by exploring insights offered by key theoretical approaches on social movements (political opportunities structures, resource mobilization). The volume covers established social movement cases (gender, peace, environmental movements) as well as those with a more explicit connection to the current context of global contestation (squatters’ and anti-globalization movements).

Risk, Recovery and Capacity: Competing or Complementary Approaches to Mental Health Social Work

Mental health social workers have a central role in providing support to people with mental health problems and in the use of coercion aimed at dealing with risk. Mental health services have traditionally focused on monitoring symptoms and ascertaining the risks people may present to themselves and/or others. This well-intentioned but negative focus on deficits has contributed to stigma, discrimination and exclusion experienced by service users. Emerging understandings of risk also suggest that our inability to accurately predict the future makes risk a problematic foundation for compulsory intervention. It is therefore argued that alternative approaches are needed to make issues of power and inequality transparent. This article focuses on two areas of practice: the use of recovery based approaches, which promote supported decision making and inclusion; and the assessment of a person’s ability to make decisions, their mental capacity, as a less discriminatory gateway criterion than risk for compulsory intervention.

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.

Contemporary Social Movements and the Web

Social Movements are decentralising in the modern world. Web 2.0 has driven latency structures in social movements, and made activism more personal than ever before, but it has also introduced the concept of slacktivism. Micro-Macro relationships are becoming important theoretical frameworks for Social Movement research on the Web - has the Global Justice Movement of 1999 become Global Justice Networks in 2013?

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.