ABSTRACT
Social movements are often generation-defining campaigns that reflect the many political, cultural, and economic tensions that characterize a society. Successful social movements require a diverse array of persuasive strategies utilized at opportune moments and carried out over an extended period. The chapter begins by defining social movements, the various types of movements, and the tactics that they use. Next, we examine the role of the media and the struggle to create lasting image events. We then examine the persuasive requirements that relate to leading a social movement organization. Guided by the Requirements-Problems-Strategies (RPS) model, we focus on the major opportunities and challenges every social movement faces. Finally, the chapter explores the differences between open- and close-minded movements and reflects upon the fate of social movements as technology impacts their trajectory.
