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Framing the Issue: Religion, Secular Ethics and the Case of Animal Rights Mobilization
- Social Forces
- The University of North Carolina Press
- Volume 85, Number 2, December 2006
- pp. 915-941
- 10.1353/sof.2007.0017
- Article
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This article addresses social movement framing, generally, and within contemporary animal rights movements specifically by conducting focus group analyses of a non-activist population. This contrasts with previous studies of recruitment that have examined the conversion process retroactively, culling data from those already involved in a cause. By soliciting the thoughts of non-activists, the efficacy of recruitment efforts and resonance of movement frames can be gauged through the reactions of those whom the movement is attempting to reach: the uninitiated. Ultimately, the question is raised: is it preferable to get noticed in a negative way or not at all? The findings constitute a cautionary tale for social movement organizations that employ incendiary language or images in their recruitment efforts.