ERIC Number: ED343170
Record Type: Non-Journal
Publication Date: 1992-Apr-4
Reference Count: N/A
A Wolf in Sheep's Clothing: Message Legitimacy for Establishment Movements.
Gobetz, Robert H.; Scott, David K.
In recent years, movement theorists have examined how rhetorical movements acquire legitimacy from established orders. The focus of past research has been the rhetorical dilemma of noninstitutional movements seeking recognition. David Zarefsky conceptualized establishment social movements as being rhetorically indistinguishable from noninstitutional movements. Zarefsky's conceptualization can be used to argue that establishment movements must also establish rhetorical legitimacy. Furthermore, a detailed case study is offered of the efforts of the National Highway Traffic Safety Administration to establish mandatory motorcycle safety legislation by interacting with the American Motorcyclist Association. This demonstrates that any establishment movement that targets counterculture groups faces the rhetorical dilemma of establishing institutional rhetorical legitimacy, and must develop a rhetorical strategy, such as the use of an out-group vehicle. The paper notes that the discussion of how legitimacy gaining strategies are employed by establishment movements targeting out-groups opens a new area of research for rhetorical scholars. One appendix, "The Pro-Rider Code of Ethics," is attached. (PRA)
Publication Type: Opinion Papers
Education Level: N/A
Authoring Institution: N/A