ABSTRACT
The study focuses on the evaluative dimension of social movements. The central question is: How do values and ideas shape collective identity during the process of mobilization? This issue is examined in three steps: in the first step, we investigate the relationship between cultural values and collective identities from a sociological perspective. In the second step, the discussion shifts to the influence of general value commitments on the mobilization of the Occupy movement in the USA. Based on a content analysis of text material from two sources—magazine articles and Tactical Briefings from the Adbusters Media Foundation’s website—we examine similarities and differences in cultural orientations. In the third step, we analyse the central value relations in the discursive space that shaped the collective identity of the Occupy movement.
