Question

PETA (People for the Ethical Treatment of Animals) is an animal rights group that has over 2 million members across the country and spends millions of dollars on advertising (print, broadcast and social media) in order to spread social awareness about their cause each year. Which theory attempts to explain PETA’s success?

A. Collective behavior theoryB. Resource mobilization theoryC. New social movement theoryD. Frame alignment process

Answer 1

Option B: Resource mobilization theory.

Step-by-step explanation:

This theory looks at social movements as an organized effort, where success is directly related to the resources available, the way they are implemented, and the ability to gather financial support.

This was a very popular theory when it was first introduced back in the '70s, as was completely opposed to the common thought, that social movements were a disorganized group of people who find recruits among isolated individuals in society.