Preface 1 Introduction: A Moral-Sociological Perspective on Social Movements A Sociology of Morals and the Research on Social Movements Rethinking Concepts in the Study of Social Movements Collective identity Framing Emotions Deviance Social status A Moral-Sociological Study of Animal Rights Activism Outline of the book 2 Moral Reflexivity Sources of Moral Reflexivity Reflexive Performance in Activism Moral Hierarchies Moral Resonance Balancing Efficacy and Purity Conclusion 3 Emotion Work The Importance of Moral Emotions in Activism Morality and Emotions in Social Movements Types of Emotion Work in Animal Rights Activism Containing Ventilation Ritualization Micro-shocking Normalization of Guilt Conclusion 4 Secular Religion A Neo-Durkheimian Perspective on Secular Religion Our Perspective in Relation to Previous Research Elements of Secular Religion in Animal Rights Activism Experiences of Awakening and Conversion Dedication and Commitment A Meaning in Suffering and Guilt The Moral Community and the Surrounding World Protection of the Sacred Rituals Conclusion 5 Deviance Management Activists as Entrepreneurial Deviants Strategies for Managing Social Stereotypes in Activism The Significance of Social Stereotypes Behavioral Strategies: Passing and Confronting Psychological Strategies: The Techniques of Neutralization and Idealization Strategies at the Group Level: A Cohesive and Transformative Subculture The Dialectics of Deviance Management in Activism Conclusion 6 Summation References Index List of Figures.