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In Montgomery, Alabama in December 1955, a seamstress named Rosa Parks was arrested for refusing a driver's order to move to the back of the bus. Her arrest spurred a citywide bus boycott that brought national attention to Parks and a young minister named Martin Luther King, Jr. Although it took another decade of struggle before state-imposed segregation laws were eliminated, Rosa Parks's courageous act stands as the symbolic start of the modern civil rights movement.
The civil rights movement comprised thousands of heroic acts, but the story of Rosa Parks continues to resonate long after other events of the period have been forgotten. Forty years later, when Parks held a book-signing in a small bookstore in Oakland, California, thousands of people waited in line for hours merely for the opportunity to see her up close.
Why has Rosa Parks's stature grown rather than diminished? I believe it is because people today have nostalgia for a seemingly bygone era when individuals at the grassroots level could initiate campaigns that made a difference in the world. Underlying the reverence for Parks is the common perception that today's political climate is too complex or too burdened by institutional barriers for a modern Rosa Parks or a significant campaign for social change to emerge.
In this book I flatly reject the widely held notion that current political conditions have confined social change activism to the history books. The Montgomery bus boycott and the civil rights movement were triumphs of strategy and tactics over seemingly insurmountable
barriers. Similarly, today's activists use strategy and tactics to triumph in their own campaigns for change. As hostile to progressive change as the U.S. political landscape appears at the close of the twentieth century, contemporary institutional and cultural obstacles do not approach the magnitude of the barriers successfully overcome by the civil rights movement.
The critical impact of strategy and tactics on the outcome of social change campaigns is often overlooked. One likely reason for this omission is that most current analyses of U.S. politics are not written by activists. People who participate in social change activism recognize that the chosen tactics or strategies often spell the difference between victory and defeat; outside commentators, however, evaluate actions by what did happen, not by what alternative strategy or tactic might have brought a better result. Moreover, the value of tactics and strategies is best demonstrated at the local level, but most accounts of institutional barriers to political change focus exclusively on Washington, D.C.
In the pages to come I detail the strategies and tactics that activists in diverse fields have found necessary for success. I focus on winning campaigns and show how losing efforts might have been victorious had the proper tactics and strategies been used. I also analyze why a particular tactic was successful and why it was preferable to other approaches. By discussing the strategic and tactical choices faced by activists, I take the reader inside the thought processes of experienced activists in the midst of their struggles.
Central to all social change activism is the need to engage in proactive strategic and tactical planning. Activists must develop an agenda and then focus their resources on realizing it. Unfortunately, many activists have failed to establish and implement their own agendas and instead have focused on issues framed by their opponents. Although the contemporary political environment frequently requires activists to respond to threats or defend past gains, these defensive battles cannot be waged at the expense of proactive campaigns for change. Social change activists can avoid fighting battles on their opponents' terms by establishing a broad, realizable program for fulfilling their goals. The means of carrying out the program will often be the subject of lengthy meetings and internal debate. Once they have agreed upon an agenda and endorsed tactics and strategies, activists should expend their energy primarily on implementation, responding to the opposition's campaign solely within the framework of furthering their own programs. This proactive approach ensures that the social change organization will set the public debate,
forcing the opposition to respond to the unceasing drive for progressive reform.
Against the backdrop of proactive agenda setting, particular tactics and strategies have consistently maximized the potential for achieving social change. These tactics include creating what prominent Texas community organizer Ernesto Cortes, Jr., has described as a "fear and loathing" relationship toward elected officials to ensure political accountability; forging coalitions with diverse and even traditional opposition groups; harnessing the mainstream and alternative media to the social change agenda; and effectively using sit-ins, "die-ins," and other forms of direct action.
Through a discussion of current political issues and events, I will analyze the impact of particular strategies and tactics on the outcome of campaigns around homelessness, crime, tenants' rights, the environment, AIDS policies and programs, disability rights, neighborhood preservation, and school reform. These issues serve to illustrate the diverse avenues activists use to achieve social change: state and local ballot initiatives, electoral politics, grassroots lobbying and advocacy, direct action, media events, litigation, and local and national forums and conventions. Participants in these struggles range from the Hasidic Jews of Brooklyn to the Latino parents of Milwaukee, from the urban poor of San Francisco to the rural environmentalists of the Pacific Northwest. These diverse constituencies have not always complied with the popular chant that activists are involved in the "same struggle, same fight," but they have used similar tactics and strategies to achieve their goals.
Though my analysis covers local, state, and national battles, I place greater emphasis on local battles for two reasons. First, most progressive activists are involved in struggles in the geographic area in which they live; second, local grassroots groups increasingly represent the greatest prospect for achieving significant progressive change at the national level. One way local activists can influence federal policy is by becoming part of a national coordinated strategyb witness such examples as direct action by local chapters of ACT UP (a national grouping of organizations fighting the AIDS epidemic) and disabled activists' occupation of a federal office building. In other cases, such as the Montgomery bus boycott and the fight to stop a hazardous waste incinerator in East Liverpool, Ohio, a well-fought battle with local significance can come to have great national significance. Activists do, in fact, think globally and act locally; this book reflects that adage.
Bookstores and libraries typically contain dozens upon dozens of
business-oriented "how to" books. There exists a virtual industry of works designed to assist people's skills in management, negotiation, sales, communications, networking, and media relations. These volumes emphasize the tactics necessary to defeat in-house competitors, overseas competitors, and any other...
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