instance mahatma gandhi 's successful overthrow british rule india began small protest focused british tax salt popovic also argues social movement little chance growing relies boring speeches usual placard waving marches argues creating movements people actually want join otpor succeeded fun funny invented graphic ways ridiculing dictator slobodan milosevic turned fatalism passivity action making easy even cool become revolutionary branding within hip slogans rock music street
Social science Sociology Collective behavior Social movements