ABSTRACT
Securing public support is one of the key goals of any social movement. This article integrates social psychological research on collective action, mobilisation, and prejudice reduction to illustrate three different strategies social movements can use to win the public’s hearts and minds. First, movements should pay attention to the values of those who they aim to mobilise and tailor their communication to fit with the beliefs important to their potential followers. Second, activists may sometimes perceive unsurmountable ideological and psychological barriers between themselves and the often passive general public, but those barriers should not prevent them from reaching out to secure public support. Last, social movements may benefit from diversifying their membership and including advantaged group allies to be able to reach different subgroups in the society. These strategies can help movements increase their mobilisation potential as well as ensure high motivation and commitment among their followers.
