Test #2
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- 4 steps of Moral Enterprise Campaign
- 1) Raise Awareness 2) Moral Conversion 3) Claims Elevated to Norm 4) Rules Applied Unequally
- Moral Entrepreneurs -
- the ones that construct and make sure that we always have a constant supply of deviance. Manufacture and try to “sell†their ideas of deviance so society.
- o Crusading Reformers
- – similar to moral entrepreneurs but have a religious slant to their claims. Like to manufacture Folk Devils (Becker).
- o Folk Devils
- – usually a stereotype about a particular deviant kind of person. Ex. Drug dealer, petafile…..
- - Two major players in the campaign
- o Rule Creators ⬢ People who create deviance by making or helping to make rules. This is where the rules and laws come from. Ex. Govt, MADD, religious groups. o Rule Enforcers ⬢ The people that carry out the consequences when a deviant act is created. Ex. The government, police, medical professionals
- 1) Raising Awareness
- a. Where the moral entrepreneurs try to get others to listen to what they are saying. Attempt to show others that a certain deviance/social problem pertains to them.
- 3 tactics to raisin awareness:
- Danger messages, testimonials of experts, and rhetoric
- i. Danger messages
- - Messages meant to scare people/instill fear into society. If people are scared, they will listen. This tactic is very useful. Ex. Smoking in public – danger messages such as second hand smoke dangers can scare people. (smokers and non smokers)
- ii. Testimonials of experts
- – Use the testimony of experts to support their claims. If an expert is telling us it is dangerous, it will scare us even more. Ex. Doctors, professors, ex-deviants (drugs/alcohol)