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From Social Movement to Moral MarketHow the Circuit Riders Sparked an IT Revolution and Created a Technology Market$
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Paul-Brian McInerney

Print publication date: 2014

Print ISBN-13: 9780804785129

Published to Stanford Scholarship Online: May 2014

DOI: 10.11126/stanford/9780804785129.001.0001

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The Circuit Rider Mounts

The Circuit Rider Mounts

Establishing Worth and the Birth of a Social Movement

Chapter:
(p.23) 1 The Circuit Rider Mounts
Source:
From Social Movement to Moral Market
Author(s):

Paul-Brian McInerney

Publisher:
Stanford University Press
DOI:10.11126/stanford/9780804785129.003.0002

This chapter discusses the inauspicious roots of the Circuit Rider movement, explaining how early adherents mobilized others by convincing them of the worth of information technology in the nonprofit sector. Mobilization was accomplished through the development and articulation of accounts, i.e., stories about the role of information technology for social change and how to deliver it to nonprofit and grassroots organizations. The movement grew as the Circuit Rider model became established as the movement began to develop a collective identity to mobilize new adherents. As the movement grew, the collective identity expanded to include new actors, who did not meet the original criteria for Circuit Riders. This created a collective identity problem for them as they attempted to balance the need to grow with the need to maintain an authentic definition of their movement. This chapter shows how social movements’ appeals to idealism enable mobilization while constraining future movement activities.

Keywords:   Accounts, Worth, Technology, Social Movements, Mobilization, Resource Mobilization, Association, Foundations, Collective Identity

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