PETA (People for the Ethical Treatment of Animals) is an animal rights group that has over 2 million members across the country and spends millions of dollars on advertising (print, broadcast, and social media) to spread social awareness about their cause each year. Which theory attempts to explain PETA’s success?
A. Collective behavior theory
B. Resource mobilization theory
C. New social movement theory
D. Frame alignment process
PETA (People for the Ethical Treatment of Animals) is an animal rights group that has over 2 million members across the country and spends millions of dollars on advertising (print, broadcast, and social media) to spread social awareness about their cause each year. Which theory attempts to explain PETA’s success?
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Answer
Correct Answer: B. Resource mobilization theory Explanation: Resource mobilization theory focuses on how social movements mobilize resources like money, media, and organizational support to achieve their goals, which explains PETA’s success in spreading awareness through strategic resource use.