Define social action. Highlight the various strategies of social action.

Social action is about people coming together to help improve their lives and solve the problems that are important in their communities. It can include volunteering, giving money, community action or simple neighbourly acts.

There are different strategies of social action. The strategy determines the tactics used. Whatever the strategy, several steps are involved in organising social action movements. Let us consider these aspects.

Types of Strategies

Various strategies and techniques of social action have been identified, some conceptually, others on the basis of analysis of actual movements.

Gabriel Britto (1984) made an attempt to identify the strategies in the Gandhian model of mobilization for action. These are:

Credibility-building: This implies building of a good public image of the leadership, the sponsors and the participants based on cherished social values.

Legitimization: Promoting the movement’s objectives as being morally right, and therefore the action is legitimate and permissible socially and morally.

Dramatization : This implies mobilizing the population into action through emotional appeals, soul-stirring speeches, management of the media, novel _______ ________ _______ _________ ____ __________ __________ __________ ________.
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