The Effect of Branding on the Success or Failure of Nonviolent Mass Movements: Case Studies of the Civil Rights Movement, Montgomery Bus Boycott and Martin Luther King, Jr., and Occupy Wall Street

Nonfiction, Social & Cultural Studies, Political Science
Cover of the book The Effect of Branding on the Success or Failure of Nonviolent Mass Movements: Case Studies of the Civil Rights Movement, Montgomery Bus Boycott and Martin Luther King, Jr., and Occupy Wall Street by Progressive Management, Progressive Management
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Progressive Management ISBN: 9780463703366
Publisher: Progressive Management Publication: May 10, 2018
Imprint: Smashwords Edition Language: English
Author: Progressive Management
ISBN: 9780463703366
Publisher: Progressive Management
Publication: May 10, 2018
Imprint: Smashwords Edition
Language: English

This excellent report has been professionally converted for accurate flowing-text e-book format reproduction.

The study critically analyzes the relationship between a nonviolent mass movement's ability to create and manage a favorable image and the movement's success or failure. Movements create and manage their brand image through the process of presenting a positive image of the organization and its message to key target audiences and the management of that brand image through discipline and coordination. The study begins by describing the evolution of the theory of nonviolent resistance, from pacifism for moral reasons to a doctrine based around information campaigns targeted at key audiences with the aim of achieving success by removing an opponent's support structures through nonviolent mass action. It then describes how commercial advertising theories can be used to describe how mass movements gain and maintain popularity. Two case studies of past nonviolent resistance movements are examined: the Montgomery Bus Boycott and the Occupy Wall Street movement. The history, branding efforts, results of the branding efforts, and the relationship between the branding efforts and the movements' success or failure are examined in both case studies. The research concludes that a connection can be seen between the success of the Montgomery Bus Boycott and its successful branding and the failure of the Occupy Wall Street movement and the failure of its branding. This research is also meant to make it clear that nonviolent mass movements are large scale informational campaigns, meant to influence the actions of large numbers of people. This study aims to assist future researchers and practitioners desiring to develop a system for the United States to use nonviolent mass movements to further policy objectives by demonstrating the importance of organizational branding and brand management. However, due to the limited scope of the research, the general link between the success or failure of nonviolent mass movements as a whole and the effectiveness of branding efforts cannot be established with any confidence.

CHAPTER 1 INTRODUCTION * Primary Research Question * Secondary Research Questions * Assumptions * Definitions * Limitations * Delimitations * Conclusions * CHAPTER 2 LITERATURE REVIEW * Development of Nonviolent Resistance Theory * Morality: Tolstoy * Morality Put To an Earthly Purpose: Mahatma Gandhi * Morality and a Process for Victory: Dr. Martin Luther King Jr * Gene Sharp's Theory of Nonviolence Resistance Separation from Moral Theory * The Mechanics of Nonviolent Action * Sharp's Theory of Governmental Power * Sharp's Theory of Nonviolent Change * Tactics of Nonviolent Mass Movements * Leadership and Strategy of Nonviolent Mass Movements * Strategic Communication * Nonviolent Theorists on Branding of Mass Movements * Business Branding Theory as it Relates to Mass Movements * Advertising Theory and Nonviolent Mass Movements * Hierarchy of Effects Model * Credibility Theory * Public Relations During the 1982 Tylenol Murders * Conclusion * CHAPTER 3 RESEARCH METHODOLOGY * Research Questions * Method for Analysis * Campaigns Studied * Reasons for Choosing Campaigns * Causal Relationships * Branding Efforts * Definitions of Successful and Unsuccessful Campaigns * Organization of Thesis * CHAPTER 4 THE MONTGOMERY BUS BOYCOTT * Situation in Montgomery * Fragmentation of the African American Community * Early Civil Rights Movement * Montgomery Bus Boycott * Branding the Movement * Use of Reporters for Organizational Branding * Branding the Icon * Branding the Leadership * Organizational Branding Enforcement * Organizational Branding Enforcement After Desegregation * Overall branding * CHAPTER 5 OCCUPY WALL STREET * Events Leading to the Occupation * more

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

This excellent report has been professionally converted for accurate flowing-text e-book format reproduction.

The study critically analyzes the relationship between a nonviolent mass movement's ability to create and manage a favorable image and the movement's success or failure. Movements create and manage their brand image through the process of presenting a positive image of the organization and its message to key target audiences and the management of that brand image through discipline and coordination. The study begins by describing the evolution of the theory of nonviolent resistance, from pacifism for moral reasons to a doctrine based around information campaigns targeted at key audiences with the aim of achieving success by removing an opponent's support structures through nonviolent mass action. It then describes how commercial advertising theories can be used to describe how mass movements gain and maintain popularity. Two case studies of past nonviolent resistance movements are examined: the Montgomery Bus Boycott and the Occupy Wall Street movement. The history, branding efforts, results of the branding efforts, and the relationship between the branding efforts and the movements' success or failure are examined in both case studies. The research concludes that a connection can be seen between the success of the Montgomery Bus Boycott and its successful branding and the failure of the Occupy Wall Street movement and the failure of its branding. This research is also meant to make it clear that nonviolent mass movements are large scale informational campaigns, meant to influence the actions of large numbers of people. This study aims to assist future researchers and practitioners desiring to develop a system for the United States to use nonviolent mass movements to further policy objectives by demonstrating the importance of organizational branding and brand management. However, due to the limited scope of the research, the general link between the success or failure of nonviolent mass movements as a whole and the effectiveness of branding efforts cannot be established with any confidence.

CHAPTER 1 INTRODUCTION * Primary Research Question * Secondary Research Questions * Assumptions * Definitions * Limitations * Delimitations * Conclusions * CHAPTER 2 LITERATURE REVIEW * Development of Nonviolent Resistance Theory * Morality: Tolstoy * Morality Put To an Earthly Purpose: Mahatma Gandhi * Morality and a Process for Victory: Dr. Martin Luther King Jr * Gene Sharp's Theory of Nonviolence Resistance Separation from Moral Theory * The Mechanics of Nonviolent Action * Sharp's Theory of Governmental Power * Sharp's Theory of Nonviolent Change * Tactics of Nonviolent Mass Movements * Leadership and Strategy of Nonviolent Mass Movements * Strategic Communication * Nonviolent Theorists on Branding of Mass Movements * Business Branding Theory as it Relates to Mass Movements * Advertising Theory and Nonviolent Mass Movements * Hierarchy of Effects Model * Credibility Theory * Public Relations During the 1982 Tylenol Murders * Conclusion * CHAPTER 3 RESEARCH METHODOLOGY * Research Questions * Method for Analysis * Campaigns Studied * Reasons for Choosing Campaigns * Causal Relationships * Branding Efforts * Definitions of Successful and Unsuccessful Campaigns * Organization of Thesis * CHAPTER 4 THE MONTGOMERY BUS BOYCOTT * Situation in Montgomery * Fragmentation of the African American Community * Early Civil Rights Movement * Montgomery Bus Boycott * Branding the Movement * Use of Reporters for Organizational Branding * Branding the Icon * Branding the Leadership * Organizational Branding Enforcement * Organizational Branding Enforcement After Desegregation * Overall branding * CHAPTER 5 OCCUPY WALL STREET * Events Leading to the Occupation * more

More books from Progressive Management

Cover of the book 21st Century U.S. Military Documents: Irregular Warfare - Air Force Policy Directive 10-42 - Counterterrorism, Unconventional Warfare, Foreign Internal Defense, Counterinsurgency by Progressive Management
Cover of the book Operation Millpond: U.S. Marines in Thailand, 1961 - Air America Covert Operations, Udorn Airfield, Pathet Lao, President John F. Kennedy, MABS-16 by Progressive Management
Cover of the book Spain, The European Union and the United States in the Age of Terror: Spanish Strategic Culture and the Global War on Terror - Report on NATO Operations, Military Elites, History and Franco by Progressive Management
Cover of the book History of the Airborne Forward Air Controller (FAC), Mosquito Aircraft, Joint Air Tasking Doctrine, World War I and II, Korea, Vietnam War, Marine Corps, Kosovo, War on Terror, A-10, F-16, F-14, F-18 by Progressive Management
Cover of the book Changing Dynamics of the U.S.-China-Latin America Relationship: China's Economic Interest in Latin America, Military Cooperation, U.S. Trade with Mexico, American Foreign Policy Issues by Progressive Management
Cover of the book 21st Century Nuclear Hydrogen Research and Development, Production of Hydrogen from Nuclear Energy for the Hydrogen Initiative, Feedstocks, High-Temperature Electrolysis (HTE), Fuel Cycle by Progressive Management
Cover of the book 21st Century Guide to Hydrokinetic, Tidal, Ocean Wave Energy Technologies: Concepts, Designs, Environmental Impact by Progressive Management
Cover of the book History of the Office of the Secretary of Defense, Volume One: The Formative Years: 1947-1950 - Fascinating Account of Post-War Decisions on Communist Threat, Atomic Weapons, Israel, NATO by Progressive Management
Cover of the book Indonesia in Perspective: Orientation Guide and Javanese, Bahasa Cultural Orientation: Geography, History, Economy, Security, Jakarta, Sukarno, Bali, Nusa Tenggara, Kalimantan, Sulawesi, Papua by Progressive Management
Cover of the book Way Station to Space: A History of the John C. Stennis Space Center - Mississippi Test Facility, Apollo Program, Saturn V, Space Shuttle STS Space Shuttle Main Engine (SSME), Challenger Accident by Progressive Management
Cover of the book Underestimated: Our Not So Peaceful Nuclear Future - Where We Are Headed, Worries, Going Ballistic, War Scenarios, China and the Nuclear Rivalries Ahead, Proliferation, Arms Control, Iran, Terrorism by Progressive Management
Cover of the book NASA Human Spaceflight Astronaut Health Research for Exploration and Manned Mars Missions, Risk Report WSN-07, Human Computer Interaction, Task Design, Injury from Dynamic Loads, Food System Illness by Progressive Management
Cover of the book Space Shuttle NASA Mission Reports: 1993 Missions, STS-54, STS-56, STS-55, STS-57, STS-51, STS-58, STS-61 by Progressive Management
Cover of the book Atlas and Titan Space Operations at the Cape, 1993: 2006 - Atlas V and Titan IV, Complex 41, EELV Program by Progressive Management
Cover of the book 21st Century U.S. Military Manuals: The Soldier's Guide Field Manual - FM 7-21.13 (Value-Added Professional Format Series) by Progressive Management
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy