Audience: Environmental 'Base'

Emphasize shared identity, injustice, and empowerment to motivate supporters to action. This paper analyzed data from 182 prior studies on a range of social movements around the world and integrated past theories of social movement participation into a unified framework, the Social Identity Model of Collective Action (SIMCA). People were more likely to be interested in and take action on a cause as a result of three elements: their social group was experiencing injustice towards it, they more strongly identified with that group, and/or they felt that acting together could have an impact (that is, a sense of collective efficacy). The influence of injustice was stronger when it was emotionally felt, not merely intellectually understood; and identity was more potent when it was politicized—that is, linked to an organization, movement, or broader social analysis. Of the three elements, identity was the most reliable and appeared to also influence the other two, so may be the most important for organizers to focus on.