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This article proposes a novel theory to study the variation within countermovements, with a focus on Black Lives Matter's (BLM) countermovements - White Lives Matter, Blue Lives Matter, Police Lives Matter, and All Lives Matter. We introduce two novel concepts: Cause diversity captures the breadth of claims within countermovements, while consistency denotes the enduring nature of these claims over time. We analyze a dataset of 709,222 tweets from Twitter (January 2020 - December 2021) with network analysis and natural language processing techniques. Drawing on Laclau's concept of the "floating signifier," we examine how the phrase 'Lives Matter' takes on different meanings based on the lives it emphasizes, influencing the breadth and depth of its claims.As the 'Lives Matter' slogan becomes more inclusive, it attracts diverse interpretations and a wider range of groups. However, this inclusiveness can also weaken its cohesiveness and commitment, making it susceptible to appropriation by smaller interest groups. This can lead to certain claims gaining prominence while others fade into obscurity. Conversely, when countermovements' claims focus on specific issues, they resonate with a narrower array of groups, reducing cause diversity but increasing claim consistency.