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Social movements are not monolithic entities. Activists and organizations disagree about the goals of the movement and the tactics to achieve these goals, including their framing tactics. Cultural sociologists have questioned the idea that tactical choice is rationally and strategically oriented, arguing that tactics are morally and emotionally grounded in the activists' lives. We follow this insight, though suggesting that activists make constant efforts to experience their action as rational, claiming a strategic status and a sense of efficacy for their lines of action. By studying framing resonance disputes in interactions between animal rights activists and mass media in south Brazil, we found that, to make their tactics accountable and justifiable, activists mobilize different folk theories on social transformation which allow their actions to be experienced as the best means to achieve the movement's ends.

One of the longest running protests in recent American history was a Sing-Along in the Wisconsin State Capitol Building. This daily informal gathering to sing protest songs began in 2011, then prompted a sudden wave of arrests beginning in 2013. Instead of dwindling, the protest grew in response as participants celebrated resistance, treating arrest as a local in-group status symbol. This chapter uses extended participant observation, a methodological approach rarely found in the social movement literature on repression, to study the attempted repression of this Solidarity Sing-Along. To a remarkable extent, arrests and court prosecutions were ineptly executed. This ineptitude had consequences for the protest's development. This repression was also generally mild. Examining mild repression, less often studied than severe forms, helps elaborate the range of repression's potential consequences. By showing mild repression in ethnographic detail, this chapter reveals an underappreciated messiness on the part of both repressors and repressed. The movement evolved in a messy way in response to messy repression, an evolution that is not well captured with dichotomous categories of increase versus decrease or failure versus success.

Prior research has advanced several explanations for social media influencers' (SMIs’) success in the burgeoning computer-mediated marketing environments but leaves one key topic unexplored: the moderating role of SMIs in service failure and recovery strategies.

Drawing on a social constructivist perspective and an inductive approach, 59 in-depth interviews were conducted with millennials from three European countries (Italy, France and the United Kingdom). Building on social influence theory and commitment-trust theory, this study conceptualises four distinct pathways unifying SMIs' efforts in the service failure recovery process.

The emergent model illustrates how source credibility and message content moderate service failure severity and speed of recovery. The insights gained from this study model contribute to research on the pivotal uniqueness of SMIs in service failure recovery processes and offer practical explanations of variations in the implementation of influencer marketing. This study examines a perspective of SMIs that considers the cycle of their influence on customers through service failure and recovery.

The study suggests that negative reactions towards service failure and recovery are reduced if customers have a relationship with influencers prior to the service failure and recovery compared with the reactions of customers who do not have a relationship with the influencer.