Rochon develops this theory by drawing from such sources as survey research, content analysis of the mass media, and historical accounts. He focuses mainly on contemporary issues in the United States--such as feminism, civil rights, and environmentalism--but also discusses cases ranging from the French Revolution to the abolition of slavery. He explores the cultural niches--typically universities and research institutes--where new ideas and values evolve and then traces how these ideas play out in society through movements that may have little formal structure. Attention in the media, he argues, is often a deciding move in the contest over public opinion. This book will fundamentally revise how we understand the process of social change and what the prospects are for particular culture moves in the future.
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