Resources Mobilization and Internationalization Strategies in Social Movement： A Case Study of “Sunflower Movement”
Date Issued
2015
Date
2015
Author(s)
Lee, Chia Hsuan
Abstract
In this highly developed Internet technological era, various social media and Cloud technology make no boundary in dissemination of information, which also help to disseminate ideas and demands of social movements. Especially social media has contributed a lot in promoting social movements with its fast-shared, mutual interactive, instant, and networking features, makes large-scale mobilization possible and sends out messages for propaganda instantly. Social media has built up the pace of mobilization in an efficient manner and far-reaching demonstration networks, which strides across the boundary that traditional media cannot do, reaches to the audiences in every part of the world. Moreover, with the help of professional staffs and expertise in planning and translating demonstration messages, exalt visibility of social movements internationally, and eventually help them reach their goals. In order to promote social movements on the Internet, this case study of Sunflower Movement is based on the perspective of Resources Mobilization Theory to analyze how to use resources along with social media to implement international propaganda for social movement, and what kind of internationalization strategies it uses on international media access. This study focuses on the internal organ of Sunflower Movement, International Department, analyzes what resources and strategies it uses to promote Sunflower Movement internationally. Through in-depth interviews with members of International Department and Frame Analysis, the results show that resources could enhance and extend their effects with one another, especially with the progress of Internet technology, contributes in replacing them with one another. In the resources typology, Human Resources carry an important value, which is cultural capital, helps to promote cultural meaning behind the movement by translating the core values and demands with an active action in order to make the movement more visible by the internal world based on powerful strategies and international media access. To conclude, the International Department uses Cross-Strait Service Trade Agreement as a foundation to break the political agenda that''s been set solely between Kuomintang and China in order to get it discussed on the international level. Also, it aims at letting international media to re-evaluate and review how the political agenda will make influence in Asia in order to reposition Taiwan as an important player in Asia. Under such regards, the International Department played an important role in planning strategies and translating information about the movement in order to make Taiwan related issues to be discussed on the international level. Its tremendous achievement can be considered an important international strategy for social movement, also it is a revelation for Taiwan social movement to implement in the future.
Subjects
Internet Social Movement
Resources Mobilization Theory
Media Strategy
Sunflower Movement
Type
thesis