The document outlines three interdependent spheres that make up social movements: the political, social, and direct spheres. The political sphere focuses on legislative and executive goals through lobbying and political pressure. The social sphere envisions a new societal vision through flyers, events and social influencers. The direct sphere emphasizes moral imperatives through civil disobedience and legal action. Each sphere has different objectives, motivations and audiences, so they require different communication approaches to be effective. However, the spheres also risk drifting apart if their interdependence is not maintained.

1. Anatomy of a Movement
(breakdown follows)
Political
(Legislative/Executive)
Political
(Legislative/Executive)
Social
(Vision for Society)
Social
(Vision for Society)
Direct
(Moral Imperative)
Direct
(Moral Imperative)
Lobbying
Political pressure
(Media-political classes)
Flyers,
Events
(Vague mandate
Causes problems)
Legal action Popularism
General
Mandate
Specific
Mandate
Urgency
Representation
Votes
Eg “stop driving now” Eg “I want my children
to breath clean air”
Eg “maximum ppm emissions
Or more public transport”
Extremism
Extremism
Instability
Disinteres
Disinteres

2. Many movements break
down into three
interdependent spheres.
These sphere’s have different
agenda’s, motivations, and
audiences.
They therefore need different
kinds of communication
Political
(Legislative/Executive)
Political
(Legislative/Executive)
Social
(Vision for Society)
Social
(Vision for Society)
Direct
(Moral Imperative)
Direct
(Moral Imperative)
Eg “stop driving now” Eg “I want my children
to breath clean air”
Eg “maximum ppm emissions
Or more public transport”

3. Here we can see the differing mechanisms of
communication, but it’s important to
remember that the three spheres will have
different tones. In large movements these
tones are carried by different brands or
organisations. Eg friends of the earth,
greenpeace, sea sheppard, the green parties.
In small movements actors in each sphere
need to be careful not to alienate each other.
Political
(Legislative/Executive)
Political
(Legislative/Executive)
Social
(Vision for Society)
Social
(Vision for Society)
Direct
(Moral Imperative)
Direct
(Moral Imperative)
Civil Disobedience
Stunts
Pickets and boycotts
(Activists)
Peer to peer
and media
(social influencers)
Lobbying
Political pressure
(Media-political classes)
Flyers,
Events
(Vague mandate
Causes problems)
Legal action
marginalisation
Popularism
Eg “stop driving now” Eg “I want my children
to breath clean air”
Eg “maximum ppm emissions
Or more public transport” Popularism happens when the
political convinces the social that
it is saying what it thinks to the
extend that people start to think
what they say. It’s not always a
bad thing but can be very fragile.
Both social and direct spheres distribute fliers and hold events - the difference is that the social sphere tends to have positive, non
aggressive messages aimed at the neutral, and the direct sphere tends to tackle those that it sees as wrong dooers. Both risk offending
each other eg vegan animal rights activists being upset by non vegan food at events or moderate anti hunt campaigners being alienated
by attacks on hunters. An example of a vague mandate is extremists clashing with police on marches and the police over reacting. The
police increasingly try to isolate extremists in large marches.
Legal action can be an
effective tool to directly
influence the political sphere
– especially the executive
branch. If activists are too
extreme they risk being
dismissed.

4. Never the less these spheres are
interdependent. Most
organisations have elements of
each and only the silent majority
sits in only one sphere.
Political
(Legislative/Executive)
Political
(Legislative/Executive)
Social
(Vision for Society)
Social
(Vision for Society)
Direct
(Moral Imperative)
Direct
(Moral Imperative)
General
Mandate
Specific
Mandate
Urgency
Representation
Votes
Inspiration and information
support
Eg “stop driving now” Eg “I want my children
to breath clean air”
Eg “maximum ppm emissions
Or more public transport”

5. There is a tendency in each
sphere to believe that it’s
objectives are paramount. The
red arrows show the risks of each
sphere drifting away from the
others.
Look familiar?
Political
(Legislative/Executive)
Political
(Legislative/Executive)
Social
(Vision for Society)
Social
(Vision for Society)
Direct
(Moral Imperative)
Direct
(Moral Imperative)
Lobbying
Political pressure
(Media-political classes)
Flyers,
Events
(Vague mandate
Causes problems)
Legal action Popularism
General
Mandate
Specific
Mandate
Urgency
Representation
Votes
Eg “stop driving now” Eg “I want my children
to breath clean air”
Eg “maximum ppm emissions
Or more public transport”
Extremism
Extremism
Instability
Disinteres
Disinteres

6. There is a tendency in each
sphere to believe that it’s
objectives are paramount. The
red arrows show the risks of each
sphere drifting away from the
others.
Look familiar?
Political
(Legislative/Executive)
Political
(Legislative/Executive)
Social
(Vision for Society)
Social
(Vision for Society)
Direct
(Moral Imperative)
Direct
(Moral Imperative)
Lobbying
Political pressure
(Media-political classes)
Flyers,
Events
(Vague mandate
Causes problems)
Legal action Popularism
General
Mandate
Specific
Mandate
Urgency
Representation
Votes
Eg “stop driving now” Eg “I want my children
to breath clean air”
Eg “maximum ppm emissions
Or more public transport”
Extremism
Extremism
Instability
Disinteres
Disinteres