Tilly’s Social Movements and Leadership

WUNC = Worthiness, Unity, Numbers, and Commitment; and there’s a fifth element that’s been added “diversity” or taglined as “dWUNC” — and it’s to be played out in the media to be most effective (cached). Leadership requires the ability to create movements.

Scoring a social movement with dWUNC is weird but interesting.

This relates to Doug Holt’s thinking on cultural branding.