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About Annual Meeting
Research on the diffusion of social movements has shown that communication channels shape the spread of collective actions. We go beyond an analysis of the way in which information is transferred between social movement actors and examine how different national contexts shape the diffusion of novel forms of collective actions across boundaries. We study the transnational diffusion of carrotmobs –a type of buycotts– that diffused in a number of different countries. We compare cases in which diffusion was relatively successful with cases in which diffusion was relatively unsuccessful using qualitative data from 15 countries. We contribute to research on transnational diffusion of social movement tactics by identifying five dimensions of institutional receptivity that stimulate diffusion: receptivity of social movement organizations, social movement sympathizers, government, mass media, and businesses. The results of this study bear implications not only for scholars of diffusion, but also for those interested in comparative sociology and the sociology of consumption.