Question

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) in order 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

Answer 1

Answer:

b. Resource mobilization theory

Explanation:

To be successful, this theory traditionally uses guilt as a key factor. To gather the resources they need, the members of the social group or movement usually arguments about the necessity to heal, or to fix a problem, but they use the attack toward the leaders of a society accusing them of not support the cause because of some reason. The gathering of social acceptance is based on these points.