Listen! Pay Attention! Transnational Social Movements and the Diffusion of International Norms.

In the post-Cold War era, climate change, landmines, debt relief and a number of other issues emerged to re-shape the agenda of decision-makers in the advanced industrialized world. The primary advocates of these normative issues are motivated not by their own material self-interests but broader notions of right and wrong. What is the primary logic that contributes to the domestic acceptance of these moral commitments? International relations scholars identify persuasion as the primary way in which states are ‘convinced’ that a norm-based policy is worth accepting. How should we characterize this process of persuasion? Is this the right term to describe the actions of transnational protest movements? Through a case study of the Jubilee 2000 campaign for developing country debt relief, I offer an account of persuasion based on strategic framing by advocates to get the attention of decision-makers. This paper emphasizes the rhetorical and framing strategies that are used to try to tip the political balance in support of normative agendas but ultimately ascribes these a different character than either coercion or Habermasian communicative action. Such strategic but not narrowly self-interested activity allows weak actors to leverage existing value traditions to build broader coalitions of political support. [ABSTRACT FROM AUTHOR]