Rhetoric of Moral Protest: Public Campaigns, Celebrity Endorsement, and Political Mobilization

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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.
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Table of Contents

Pt. I Towards a theory of political mobilization 1
1 Social movement research: debates and agendas 2
2 Public campaigning: the praxis of organized mobilization 17
3 The praxis of mobilization in context bringing society back in 33
4 Conclusions: putting the pieces together 53
Pt. II Investing in popular music: the opportunities for campaigning 57
1 The field of popular music 57
2 A presentation of cases: the making of the campaign shows and albums 90
3 The production of campaigns 114
4 Conclusions: bridging institutional fields 150
Pt. III Designing and composing protest simulacra: the campaign events and artifacts 153
1 Methodology: qualitative data and interpretive analysis 155
2 The oratory of 'political music': towards an interpretation of songs, albums and concerts 181
3 The iconography of political protest: analyzing printed campaign materials 233
4 Conclusions: inter-semiotic redundancy and the identity of public campaigns 258
Pt. IV Understanding and explaining mobilization: campaign strategies and organized collective action 263
1 Protest simulacra: models of collective action 263
2 Campaign frameworks: sustaining the momentum 273
3 Building a solid ground of public support: mobilizing individual support 288
4 Constructing and mobilizing constituency: organizational strategies 298
5 Conclusions: synergy and diagesis, or the synchrony and diachrony of political mobilization 318
Pt. V The globalization of collective action: international campaigns in context 323
1 The globalization of issues and arenas 324
2 The organization of international collective action 336
3 International campaigning: globalism or cross-national patchwork? 350
4 Conclusions: the vertical integration of campaigning 361
Epilogue 363
Music scores 377
References 395
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