Francesca Polletta
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"People's beliefs and values are subjective, but they are also shaped by a broader common sense about issues, such as abortion or climate change, as well as about questions that transcend single issues, such as the proper reach of government, the lines dividing us and them, and the boundaries of the self. Movements aim to appeal to that broader common sense and, crucially, to change it. In this book Francesca Polletta and Edwin Amenta argue that activists can maximize their ability to get their message out by capitalizing on the institutional norms of the cultural outlets that make up the public sphere. Where such norms do not serve them, activists need to work to establish new norms or create new cultural outlets. Activists can also help to get movement ideas and practices adopted by whole fields of organizations by spurring processes of organizational imitation. And they can fight against the dilution of movement ideas as they are turned into organizational practices by reminding people of other options that were at one point on the table: options that were more transformative but were not impractical. What activists have done and said-and how they have said it and to whom-has meant the difference between movements changing hearts and minds and their speaking into the void"--