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Social movement actors often challenge authorities on behalf of people whose needs and interests are not addressed. To do this, they must accomplish a contradictory task. They must frame their challenges in interpretive packages that are contrary to the dominant culture while at the same time struggle to make these contrary views part of the dominant culture. How do movement actors succeed in this seemingly impossible task? Our review of cultural studies of social movements points to two strategies: (1) linking controversial topics like abortion with generally accepted and valued notions like basic rights; (2) associating their interpretive package, such as protecting the ecology, with an existing theme, such as harmony with nature, that as an alternative cultural context may legitimate their package. We use a case study, the abolitionist movement in Great Britain, to test these propositions. The case material confirms their utility, but also illustrates a third strategy: relating the package to cultural themes that are becoming dominant. The role the changing cultural context in producing new meanings is indicated. The findings lead to a discussion about the role of movement actors, the cultural context, and the changes therein in the production of meaning.

Social movement actors often challenge authorities on behalf of people whose needs & interests are not addressed, & must frame their challenges in interpretive packages that are contrary to the dominant culture, while at the same time struggle to make these contrary views part of the dominant culture. Two strategies by which they succeed in this seemingly impossible task are identified in a review of cultural studies of social movements: (1) linking controversial topics like abortion with generally accepted & valued notions like basic rights; (2) associating their interpretive package, such as protecting the ecology, with an existing theme, such as harmony with nature, which, as an alternative cultural context, may legitimate their package. A case study of the 18th-century slavery abolitionist movement in GB is used to confirm these propositions, but also illustrates a third strategy: relating the package to cultural themes that are becoming dominant. The role of the changing cultural context in producing new meanings is indicated. The findings lead to a discussion about the role of movement actors, the cultural context, & the changes therein in the production of meaning. 61 References. Adapted from the source document.