Castells has dubbed OWS A non-demand movement: The process is the message. Using Facebook, Twitter, Tumblr, and live-stream video, the protesters conveyed a multifold message with a long list of reforms and social change, including the need to address the rising disparity of wealth, the influence of money on election outcomes, the notion of corporate personhood, a corporatized political system (to be replaced by direct democracy), political favoring of the rich, and rising student debt. Revolutions fall into the category of transformative social movements. Alcoholics Anonymous is an They make some behaviors socially inappropriate and others newly appealing. When people fall away and adopt a new movement, the movement successfully brings about the change it sought, or when people no longer take the issue seriously, the movement falls into the decline stage. 21.6: Types and Stages of Social Movements Issue awareness can spread at the speed of a click, with thousands of people across the globe becoming informed at the same time. Successful social movements use three kinds of frames (Snow and Benford 1988) to further their goals. Let us know if you have suggestions to improve this article (requires login). French society underwent a transformation, as feudal, aristocratic, and religious privileges evaporated under the sustained assault from political groups, masses in the streets, and peasants in the countryside. Another way to consider the impact of social media on activism is through something that may or may not be emotional, has little implications regarding tie strength, and may be fleeting rather than permanent, but still be one of the largest considerations of any formal social movement: money. Faced with the prospect of reduced job protections, pay, and benefits, the staff members began one of the earliest protests against Walker's action, by protesting on campus and sending an ironic message of love to the governor on Valentine's Day. In thepreliminary stage, people become aware of an issue, and leaders emerge.