Case Discussion D - CASE 11.1 Mothers Against Drunk Driving (MADD) in Chapter 11
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Apr 3, 2024
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CASE 11.1 Mothers Against Drunk Driving (MADD) in Chapter 11 Questions Related to Case 11.1 1. Are MADD’s activities advocacy or lobbying or both? If both, which activities fit each definition? I feel that MADD’s activities represent both advocacy and lobbying. Lobbying is defined as actions taken to support or oppose specific legislation at the national, stat, or local level. Candy Lightner lobbied the governor of California for laws to be put in place to prevent drunk driving. She also held new conferences on Capital Hill which allowed the issue to gain national attention. Advocacy includes actions taken in support of a cause or idea. Candy advocated for change by finding other mothers who would come forward to share their stories which put a human face to the issue. As a result of the lobbying and advocacy she was able to a minimum legal drinking age set and laws passed reducing the allowable blood alcohol levels in drivers. Chapter 11 / Basic Distinctions. (pp. 308). 2. How does the case of MADD reflect the stages described in Box 11.1? Stage 1 & 2 are reflected by the research that Candy Lightner found after her daughters’ death: drunk driving accounted for 60% of automobile deaths, law enforcement was low, and creation of MADD. Stage 3, 4, & 5 are reflected by Lightner getting a group of followers that were also affected by drunk driving and having them tell their stories. This is also reflected by the many different chapters of MADD. Stage 6 & 7 are reflected by lobbying the governor, getting stricter laws passed, and fighting for her cause against all odds. Stage 8 is reflected by the news conference that brought national attention to the matter. Chapter 11 / Creating Movements for Social change. (pp. 318). 3. How does the case of MADD reflect Crutchfield’s six practices of successful social movements? 1. Turned grassroots gold – MADD started with a small group of mothers who had lost their children to drunk driving. They built a strong base of supporters who were personally affected by the issue. 2. MADD focused their efforts on local and state levels, where they could have a more direct impact. They targeted laws and policies related to drunk driving and
worked to change them with higher restrictions such as lower blood alcohol levels. 3. “Change Hearts” - MADD effectively used their personal stories and experiences, to gain support and influence policy. 4. Identities – MADD created a strong identity as a group of mothers fighting against drunk driving. 5. Harness power – MADD used their powerful identity to gain support and influencing policy and laws related to drunk driving. 6. “Leaderful” - MADD worked to keep their members engaged and active in the movement. They did this by providing them with opportunities to participate and by keeping them informed about the progress of the movement. Chapter 11 / Creating Movements for Social change. (pp. 317–318). 4. Think back on (or reread) the discussion of marketing in Chapter 10. Which principles from that chapter seem most relevant to the case of MADD? I believe the principle of commercial marketing is relevant to the case of MADD. This principle focuses on gaining new followers. Candy Lightner was able to gain new followers. She did this by finding other mothers that supported her cause, and then
through making her news conference on capitol hill. This made the issue become nationally known and the number of followers significantly increased.
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