According to Perry and Pugh “Social movements are collectives with a certain degree of leadership, organization, and ideological commitment to promote or resist change” ( Ferris and Stein 489). Unlike political campaigns, social movements attempt to change the norms of a certain behavior or thing, which a collective group considers "bad." Perry and Pugh also argued that people begin to organize social movements because they see an inconsistency (real or perceived) between what they get and what they deserve (as cited in Ferris and Stein 494). These movements can be seen in a variety of areas, usually political or social, such as: feminist rights, animal rights, gay rights or organizations for a certain cause like homelessness. People who join these movements seek the possibility of a better society, perhaps not right away but for our future generations. For social movements to succeed, it is very important to address the public by mobilizing resources so that more people come together and respond to the same cause. The larger the audience, the better the results. That said, it is social movements that shape our culture. Take for example the civil rights movement or the right to vote. If there had not been a reform against these rights, our world today would be very different and would not be as free. These rights were obtained through social reforms. There will be more rules as the years go by, and they could lead to oppression, causing people to want to reform against them. Whatever consequences the movement may bring, as there is evidence that some movements fail and others struggle, social activism will continue to exist for decades to come. Our society is made up of rights or the downfall they bring......middle of paper......that it is dominated by the media. So they use the media to their advantage. They try to incorporate people known to influence the public into their cause because they know it will reach distinct crowds across the world in a short period of time. NOW, on the other hand, is a good example of a social movement, but given the results in terms of number of members, we understand that PETA has been more successful. I'm not saying NOW didn't succeed because they did, but PETA did more because they made people aware of the situation. It got a lot louder. NOW and PETA are examples of social movements happening now. Protesters join for a common cause and, through public awareness, such as by marching in the streets or through the media, they intend to become a public force that brings change in a system..