Kerstin Jacobsson is professor of sociology at the University of Gothenburg. Jonas Lindblom is associate professor of sociology at Mälardalen University.

Preface

1 Introduction: A Moral-Sociological Perspective on Social Movements
A Sociology of Morals and the Research on Social Movements
Rethinking Concepts in the Study of Social Movements
Collective identity
Framing
Emotions
Deviance
Social status
A Moral-Sociological Study of Animal Rights Activism
Outline of the book

2 Moral Reflexivity
Sources of Moral Reflexivity
Reflexive Performance in Activism
Moral Hierarchies
Moral Resonance
Balancing Efficacy and Purity
Conclusion

3 Emotion Work
The Importance of Moral Emotions in Activism
Morality and Emotions in Social Movements
Types of Emotion Work in Animal Rights Activism
Containing
Ventilation
Ritualization
Micro-shocking
Normalization of Guilt
Conclusion

4 Secular Religion
A Neo-Durkheimian Perspective on Secular Religion
Our Perspective in Relation to Previous Research
Elements of Secular Religion in Animal Rights Activism
Experiences of Awakening and Conversion
Dedication and Commitment
A Meaning in Suffering and Guilt
The Moral Community and the Surrounding World
Protection of the Sacred
Rituals
Conclusion

5 Deviance Management
Activists as Entrepreneurial Deviants
Strategies for Managing Social Stereotypes in Activism
The Significance of Social Stereotypes
Behavioral Strategies: Passing and Confronting
Psychological Strategies: The Techniques of Neutralization and Idealization
Strategies at the Group Level: A Cohesive and Transformative Subculture
The Dialectics of Deviance Management in Activism
Conclusion

6 Summation

References
Index
List of Figures

The authors use the animal rights movement in Sweden to offer the first analysis of social movements through the lens of Emile Durkheim's sociology of morality