ABSTRACT
Social movement organizations function within a broader social and cultural context, including the region or country in which they work. This chapter examines this dominant culture in detail in the previous section on Cultural Resources, showing how existing culture provided similar constraints and variable cultural resources to the animal rights movements in both the United States and France. This chapter explains about the approach to institutional logics and strategic choices from a cultural and meso-level perspective. Social movement scholars have offered explanations of strategic decision-making that rely less upon a systemic organizational perspective than do organizational theorists. The US animal rights movement developed an institutional logic of pragmatism that influenced Social movement organizations' (SMO) strategic and tactical decision-making. As strategic and tactical repertoires are limited, activists sometimes develop new tactics in order to reach their goals, or even to sustain the movement.
