Summary
To summarize and reflect, the making of a national movement requires
progressively expanding sponsorship, which then generates broad-based
support. The news media play a crucial role in providing wide visibility
for any social movement, and in this instance skills developed in
working with local media were transferred to developing rapport with the
national media. Church publications responded because of Presbyterian
and UCC sponsorship. The underground press rallied behind the boycott's
sponsorship by the National Conference on Southern Africa and the
regular mailings of boycott material to a large number of activist
groups across the country. The story in the Wall Street Journal,
however, provided a media breakthrough. Since then the Coalition has
received some notice from other business-oriented periodical
publications.
The dialogue between a social-action group and the media is dynamic and
progressive. The action group provides news and the media provide
exposure and influence. As interaction develops, action is not only
covered but also encouraged by the media. In this way, the media can
facilitate, if not create, news stories. The protest at the 1973 Gulf
stockholders meeting is illustrative. An action group sensitive to the
needs of the media, aware of deadlines, careful to stage suitable
protests, and prompt to provide news releases, including background
research, can anticipate media courtship.
The Congregation for Reconciliation, in fostering a social-action
project aspiring to become a national movement, encountered considerable
scoffing at such absurd self-aggrandizement. The thought of a small
congregation taking on the fourth largest international petroleum group
seemed patent fantasy. Yet as the movement has grown it has become
conceivable that given certain circumstances the movement could actually
succeed in its goal. Gideon's gang, ignoring its detractors, continues
to polish its horns and trim its lamps.
