Good The Importance Of "Framing" In The Success Or Failure Of Southern Civil Rights Campaigns Essay Example

Framing refers to the conscious deliberate attempts by groups of people to approach shared knowledge of the world and themselves that motivate and legitimate collective action. Frames are the fuel for larger social change but are not ends in themselves. MacAdam identifies six techniques that a movement must conquer for it to achieve change. They include constrain the social control options of its opponents, attract new recruits, mobilize the support of bystander publics, sustain the morale and commitment of existing adherents, ultimately shape public policy and state action, and generate media coverage. The reason for significance of the media in SCLC is due to the fact that majority of movements do not have the traditional political resources that their opponents have, which implies that they must find other means to offset this power disparity by appealing to other parties. Thus, the media became an essential component of such influence efforts. The SCLC together with its leader mastered this dynamic and made use of its possibilities. A good example of the media fascination with king was evident during the Montgomery bus boycott. Initiated in December 1955, the boycott inaugurated the conventional civil rights movement and illuminated Luther into public prominence. From then until his death, Luther never strayed from the media. SCLC was capable of staging newsworthy disruptions of public order, which is a requirement of media coverage. Montgomery experiences indicated a close relationship between public disruption and media coverage. The potential for violence and disruption inherent in the boycott drew the media to Montgomery. About all the SCLC subsequent campaigns included attempts to stage similar types of highly publicized disruptions of public order.
In his analysis of the framing of the civil rights movement, the author examines and describes how Martin Luther King based his frames upon conventional and novel themes. The southern civil liberation campaign blended familiar Christian themes together with standard democratic theory that succeeded in strengthening the movement in American culture. The Christian idea of forgiveness reassured the white Americans who were burdened by guilt and a near phobic fear of black violence and anger. The emphasis by Martin Luther on Christian charity and nonviolence assured a peaceful as well as redemptive healing to the long-standing racial divide in America. In addition, his invocation of Gandhian philosophy contributed to an exotic intellectual polish of the thoughts of southerners that majority in the Northern Media, as well as Northern intellectuals, considered appealing. Moreover, the variety of themes gave those in the media as well as the public various points of ideological contact with the movement. Thus, although secular liberals were unmoved by Martin's reading of Christian theology, they resonated with his application of democratic theory. Furthermore, the actions of SCLC extended beyond the ideational content of their official statements. In orchestration and planning of major campaigns, they also engaged in signifying work, mindful of the messages and potent symbols encoded in the actions they took and aspired to induce their opponents to take. For instance, the staging of Birmingham campaign in 1963 was strategic because the commissioner of public safety, Connor, was known to be nonviolent. Therefore, this meant there would be less violence as well as less press coverage. The ability of SCLC to lure supremacists into well-publicized outburst of racist violence kept the issue squarely before the public and ensured the increasing support required to put pressure on Kennedy and Congress into more decisive action.
George's replies to Martin Luther King and a resident of Michigan, Ms. Martin expressed sentiments that were in contrast to the reality of race relations in Alabama during his period as governor. Between the time of his inauguration and his correspondence with Martin, the state of Alabama had experienced Birmingham bombings and his face off with federal troops over the incorporation of the University of Alabama. Although there were growing conflicts over race and civil rights in the state, George wrote to Martin and indicated that there were no significant issues concerning race and blamed some instances on outside agitators. He stated that he had done more for the Negroes of the Alabama state as an individual than any other individual had. For example, he cited the wages of black teachers and job creation. In addition, he rationalized segregation and considered it best for all races. He stressed that each race preferred its pattern of society, its schools, as well as its churches and that the residents of Alabama were satisfied with the society as it was. He blamed major disturbances on outside agitators.
The federal government's use of troops to force school integration upon a state indicated their support for SCLC. In addition, after reintegration of the University of Alabama, President John outlined a program for new legislation that required Negroes to be served in business places open to the public. These areas included restaurants, theaters, retail stores, and hotels. Moreover, he sought the authorization of the Congress for the federal government to initiate lawsuits on behalf of segregated Negroes.

Work Cited

Doug McAdam. "The Framing Function of Movement Tactics: Strategic Dramaturgy in the American Civil Rights Movement," in Doug McAdam, John D. McCarthy, and Mayer N. Zald, eds, Comparitive Perspectives on Social Movements: Political Opportunities, Mobilizing Structures and Cultural Framings. Cambridge, UK: Cambridge University Press, 1996.