Blog Post #3

According to Charles J. Stewart, Craig Allen Smith, and Robert E. Denton, one of the six Persuasive Functions of Social Movements is Prescribing Courses of Action, which “constitutes selling the social movement’s ideology…of what must be done, who must do it, and how it must be done” (pp. 71).  Prescribing the What consists of introducing the demands and solutions of the Social Movement, in order to explain, defend, and produce a positive ideological outcome. Prescribing the Who is composed of three tasks: 1) Persuade individuals that only an uninstitutional collectivity has the power to reach its goals, 2) Select organizations and leaders that are best enabled to solve the problem, and 3) Determine membership criteria. Prescribing the How incorporates selecting the most effective strategy to promote their cause. These strategies can include: nonviolent direct action, symbolic takeovers, strikes, Internet coaxing, etc.

Animal Rights Movement’s Prescribing Courses of Action

Prescribing the What: “People for the Ethical Treatment of Animals (PETA) is the largest animal rights organization in the world. PETA focuses its attention on the four areas in which the largest numbers of animals suffer the most intensely for the longest periods of time: on factory farms, in the clothing trade in laboratories, and in the entertainment industry” (http://www.peta.org/about-peta/).

Prescribing the Who: People for the Ethical Treatment of Animals (PETA), Farm Animal Rights Movement (FARM), Coalition to Abolish the Fur Trade (CAFT), In Defense of Animals (IDA), Last Chance for Animals (LCA), etc…

Prescribing the How: “PETA has achieved countless victories for animals, as a result of both undercover investigations supported by careful documentation, and a tireless pursuit of justice through the courts and through colorful demonstrations, stunts, and campaigns that draw international media coverage to previously hidden issues” (http://www.peta.org/about-peta/why-peta/peta-tactics/#ixzz2sJTxctGw)