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The purpose of this article is to explore why and how some local armed uprisings are able to go global with a transnational image of ‘social justice’ while others fail to build such image despite becoming transnational. The cases to be analyzed in the article are the pro-Kurdish mobilization in the leadership of the Kurdistan Workers’ Party (PKK) in Turkey and the pro-Mayan Zapatista Army of National Liberation (EZLN) movement in Mexico. In explaining the relative success of the latter, the study seeks to make connections with the globalization literature in general and the transnational social movement literature in particular. Particularly, the article focuses on the ability of social movements to market their causes in international arena with a good image. Overall, this study lays out several key strategic differences between the two movements such as the holding and the use of arms, duration of armed resistance, and the leadership and organizational structure to unpack why some social movements are more successful to market their causes as a just cause within ‘global civil society’ and why others fail to do so ending with being listed as a terrorist organization. [ABSTRACT FROM PUBLISHER]