University of Virginia Library

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.

---

123

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.

---

124