Based on a true story: the use of conversion stories in social movements

Abstract

ABSTRACT Movements attempt to change beliefs and behavior. Yet we know little about what happens following one of the most dramatic forms of change: movement from one side of a contentious issue to the opposition. I examine four cases of movement conversion, focusing on how actors present conversion stories. I find converts, journalists, and sympathetic activists present converts as credible experts on the opposition and use their stories to graphically demonize the opposition. It’s not surprising that converts and like-minded activists accept and publicize converts’ stories for their gain. It is notable that the media frequently presents conversion stories in an uncritical manner, emphasizing the most sensational elements of converts’ tales without questioning the truth of their claims. As a result, converts’ former insider status is primarily presented as an unproblematic source of credibility across mediums. This suggests converts can be valuable assets to social movement organizations, capturing media attention and demonizing the opposition in a persuasive and compelling manner.