Conclusion

Abstract

This book has looked at the difficulties facing a major social movement tackling global society as it tried to produce communications that would mobilize a large audience to take action. I broke this down into the production side, the compromises and tensions that characterized the negotiations between coalition actors, and the consumption side, the audiences’ collective beliefs, frames and expectations that influenced their responses to the campaign. I showed how motivating a movement is a messy process, prone to disagreement, misunderstanding and diversion, because it is rooted in social, political and cultural contexts that are complex and hard to control.