The Fringe Effect

Numerous studies indicate that civil society organizations create cultural change by deploying mainstream messages that resonate with prevailing discursive themes. Yet these case studies of highly influential organizations obscure the much larger population that have little or no impact. It is therefore unclear whether civil society organizations create cultural change by deploying mainstream discourses or if they become part of the mainstream because of their success. I present an evolutionary theory of how discursive fields settle after major historical ruptures that highlights framing, social networks, and emotional energy. To illustrate this theory, I use plagiarism detection software to compare 1,084 press releases about Muslims produced by 120 civil society organizations to 50,407 newspaper articles and television transcripts produced between 2001 and 2008. Although most organizations deployed pro-Muslim discourses after the September 11th attacks, I show that anti-Muslim fringe organizations dominated the mass media via displays of fear and anger. Institutional amplification of this emotional energy, I argue, created a gravitational pull or “fringe effect” that realigned inter-organizational networks and altered the contours of mainstream discourse itself.