ABSTRACT
Within social movement organizations, communication processes such as strategic appeals and public events have the potential to mobilize individuals and small groups, in turn fostering member participation and deeper engagement. These micromobilizations, predicated on action items and the forging of social ties, can transform member investment in a cause or organization through the infusion of beliefs, emotions, and personal efficacy. This study assesses how grassroots environmentalists use strategic, public micromobilizations to foster civic engagement and environmental advocacy. It examines three cases studies of micromobilization from Bold Nebraska’s campaign against the Keystone XL oil and gas pipeline project in the state of Nebraska. These cases locate micromobilization processes that are rooted in the rhetorical and symbolic traditions of the Great Plains region, but also from contextual variables, including history and ecology. Collectively, this combination of participation, deeper social ties, and individual efficacy helps to build a participant-driven metanarrative that fosters conditions unique for building coalitions and persuading publics and policymakers.
