The Rhetoric of Moral Protest: Public Campaigns, Celebrity Endorsement and Political Mobilization (de Gruyter Studies in Organization, 76)

Rock-for-a-cause events like the Mandela shows, Amnesty's Human Rights Now! world tour, and the Anti-Apartheid and Greenpeace charity records are part of new international mobilization strategies. Presenting celebrities and stars, they form a medium and an arena for political campaigns. The author presents the first analysis of the rhetoric of moral protest, analyzing the narrative, the graphic design, and the music of these campaigns. The book puts forward a culturalist approach which examines the societal context: cultural industries, multi-media events and infotainment, audiences, markets, and institutions. This highly topical study provides new insights for our understanding of organizational strategies and mobilization processes. Introduction Part I. Towards a theory of political mobilization 1. Social movement research: debates and agendas 1.1 Social movements in debate: between movement industries and systems of action 1.2 The micro-macro debate: between entrepreneurial activism and systemic conflicts 1.3 The rationale of mobilization 1.4 The patterns and processes of mobilization 2. Public campaigning: the praxis of organized mobilization 2.1 Public communication campaign research 2.2 Coordinating action across and within time 2.3 Political communication campaigns in narrative perspective 2.4 Political campaigns in ritual perspective 2.5 The rhetoric of organized political protest 3. The praxis of mobilization in context: bringing society back in 3.1 Organizations and institutional sectors: the molding of collective action 3.2 Strategie action: protest capital and social structure 4. Conclusions: putting the pieces together Part II. Investing in popular music: the opportunities for campaigning 1. The field of popular music 1.1 Popular culture as contested terrain 1.2 The audience of Western popular music: a tentative approach 1.3 The entertainment business and mass media 1.4 An approximation to the discourse of popular music 2. A presentation of cases: the making of the campaign shows and albums 2.1 The choice of cases: the criteria for selection 2.2 The Sun City album (fall 1985): the Artists United Against Apartheid and the Africa Fund 2.3 The Breakthrough and the Rainbow Warriors albums (autumn 1988/summer 1989): Greenpeace International 2.4 The Nelson Mandela 70th Birthday Tribute (11 June 1988): the British Anti-Apartheid Movement 2.5 The Human Rights Now! world tour (2 September to 16 October 1988): Amnesty International 3. The production of campaigns 3.1 The investment of protest capital 3.2 The organization of ‘joint ventures’: the creation of an operational ground 3.3 The formulation of a joint campaign message: the development of a communicative ground 4. Conclusions: bridging institutional fields Part III. Designing and composing protest simulacra: the campaign events and artifacts 1. Methodology: qualitative data and interpretive analysis 1.1 Research materials: texts, songs and visuals 1.2 Research methods: the interpretive analysis of texts, songs and visuals 2. The oratory of ‘political music’: towards an interpretation of songs, albums and concerts 2.1 Popular songs as political narrations: the case studies 2.2 Campaign albums and concerts: the narrative amalgamation of songs and stars 3. The iconography of political protest: analyzing printed campaign materials 3.1 Modelling words in signets and logos 3.2 The visuals of confinement and liberation 3.3 ‘Black and White Unite’: the programmatic use of contrasts 3.4 Greenpeace’s adventurous fighters: the signs of commitment 4. Conclusions: inter-semiotic redundancy and the identity of public campaigns Part IV. Understanding and explaining mobilization: campaign strategies and organized collective action 1. Protest simulacra: models of collective action 1.1 Protest simulacra and the hyper-reality of political protest 1.2 Organized collective actions: encoded and enacted narrative models 2. Campaign frameworks: sustaining the momentum 2.1 Settling campaign messages: the narrative campaign frameworks and the mass media 2.2 The mapping of collective action: striking the right chord 3. Building a solid ground of public support: mobilizing individual support 3.1 Mobilization and the construction of shared identities 3.2 Mobilization and the construction of action repertoires 4. Constructing and mobilizing constituency: organizational strategies 4.1 Creating a momentum of concem and commitment: an example of public events 4.2 Dramaturgical packaging: membership Segmentation and organizational differentiation 4.3 Collective identity formation: collective leaming and organizational platforms 4.4 Sustaining the momentum of public commitment: struggling with social structure 5. Conclusions: synergy and diagesis, or the synchrony and diachrony of political mobilization Part V. The globalization of collective action: international campaigns in context 1. The globalization of issues and arenas 1.1 Global risks and grievances 1.2 The international information order 1.3 The structure of international govemance 2. The organization of international collective action 2.1 National movement organizations and international Cooperation 2.2 International movement organizations and global campaigns 3. International campaigning: globalism or cross-national patchwork? 3.1 International campaigns: mobilizing between countries 3.2 Transnational activism: mobilizing across countries 4. Conclusions: the vertical integration of campaigning Epilogue Music scores References

Despite the striking frequency with which the Greek word kyrios, Lord, occurs in Luke's Gospel, this study is the first comprehensive analysis of Luke's use of this word. The analysis follows the use of kyrios in the Gospel from beginning to end in order to trace narratively the complex and deliberate development of Jesus' identity as Lord. Detailed attention to Luke's narrative artistry and his use of Mark demonstrates that Luke has a nuanced and sophisticated christology centered on Jesus' identity as Lord.