| Chapter : | Introduction |
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insight into how future movement builders might craft messages that fit particular audiences and situations. In addition to a focus on inventing messages, rhetorical theory can also be used for criticism and evaluation. Rhetoricians draw on theory to criticize the rhetorical choices of a particular speaker or movement.
The chapters in this book use various forms of rhetorical criticism to consider the specific dynamics of texts (i.e., speeches, images, protest chants) in order to explain how they succeed or fail to meet certain objectives. This type of criticism results in both further sophistication and understanding of the rhetoric of social movements and insight into how advocates might best approach similar communication situations.
Modes of Organizing
Within social-movement research, many theorists attend to how people and resources are organized. Doug McAdam and W. Richard Scott (2006) explained the reason for this: “resources must be mobilized and momentum maintained for movements to be successful, and both tasks require instrumental activities and coordination of effort: in short, organization” (5). Given these practical objectives, organizational theory considers the structuring of movements—from the relationships between organizers, community groups, and participations to the institutionalization of movement groups into established organizations—and how different structures shape movement outcomes. A movement's principles of organization (e.g., a democratically controlled movement where all members have equal voice in decision making) can lead to common dilemmas or benefits. An organizational perspective can also be used to evaluate the success of a movement to achieve its most practical goal: organizing people and resources to create symbolic and material change.
We focus on the methods and principles of organizing SIU, tracking SIU from idea to day of action to potential organization. Analyzing modes of organizing directs our attention to different levels of movement—from local actions and their organizers to the national leaders to the affiliated