This chapter focuses on the movement's message. Many of the social movements often embraced a unifying message that sought ways to attract a wide and diverse group of supporters. For an understanding of some of the additional components of social movement success, particularly in social innovation moments, the chapter turns to contemporary social movement theory to try to identify the connection between one's network, the messages that network might send, and the extent to which the identities of the members of that network are tied up in both. It discusses the evolution of social movement theory, beginning with what can be called the rational actor model of community organizing. What this discussion shows is that messages matter for community organizing and social mobilization. Personalizing, humanizing, and optimistic messages can help movements expand and grow, creating the network effects described in the previous chapter. At the same time, when those messages are encoded onto face-to-face relationships, those relationships serve as a channel through which a movement can expand its network.
Temporality in social movement theory: vectors and events in the neoliberal timescape
