How Moments Become Movements
Can moments of viral media activity transform into enduring activist movements? The killing of Cecil the lion by a trophy hunter in Zimbabwe in 2015 attracted global attention and generated enduring conservation activism in the form of monetary donations to the research unit that was studying him (WildCRU). Utilizing a longitudinal survey design, we found that intensely dysphoric reactions to Cecil's death triggered especially strong social cohesion (i.e., “identity fusion”) amongst donors. Over a 6-month period, identity fusion to WildCRU increased amongst donors.