Norton Media Library
Chapter 10
Claims
across
Space and
Time
Joel Best
Examining social problems

Constructionists need to examine social
problems claimsmaking campaigns to see
parallels instead of only examining one at a
time
Social Problems
Copyright © 2008 W.W. Norton & Company
Examining social problems

Comparing social problems claimsmaking
campaigns – possible options




Geography: how different geographic entities (i.e.,
cities, states, nations) handle claims
Time: how same kind of claims are managed in
different historical eras
Similar conditions: how are claims in the same
category or orientation alike or not?
Similar constructions: asking what shared
characteristic(s) diverse social problems have in
common
Social Problems
Copyright © 2008 W.W. Norton & Company
Examining social problems

Diffusion: spread of innovation from one
society or place or time or setting to another


Transmitters share the innovation with those who
will come to adopt it
More likely when societies have similar cultural
patterns
Social Problems
Copyright © 2008 W.W. Norton & Company
Examining social problems

Occurs through interactive channels between
possible transmitters and possible adopters



Relational channels: direct interpersonal interaction
between them
Nonrelational channels: those connections that do not
utilize interpersonal ties
Adopters play key roles
Social Problems
Copyright © 2008 W.W. Norton & Company
Examining social problems


Societal differences effect process of diffusion
also, because what works in one society may not
be successful in another due to it’s cultural norms,
etc.
Easier when involves theorization (abstract
claimsmaking using general principles)
Social Problems
Copyright © 2008 W.W. Norton & Company
Claimsmaking cycles


Current claimsmakers often focus on just the
current condition that is troubling them
But understanding that many successful
claims occur in cycles, and have had other
peaks of enthusiasm, only to have interest
wane, could help current claimsmakers to
construct claims in ways that keep the
audience’s interest high for longer periods of
time
Social Problems
Copyright © 2008 W.W. Norton & Company
Claimsmaking cycles

Understanding claimsmaking cycles


Need for newness/freshness in claims and not
always possible to keep a campaign novel for long
periods of time
Why do they exist?


Least likely answer: troubling condition itself waxes and
wanes
More likely answer: waves of concern but condition
stays relatively stable over time; what may change is
how people react to the condition (e.g., the media may
pay more attention during peaks and then much less
attention in other times)
Social Problems
Copyright © 2008 W.W. Norton & Company
Claimsmaking cycles

Axes of variation: ongoing troublesome issues or
conditions that persist over time in any one
society; may flare up at various times under
certain contingencies and allow for significant
claimsmaking


Constant flow of potential grievances
Heightened tension more likely to lead to period of
claimsmaking about a variety of different problems at the
same time
Social Problems
Copyright © 2008 W.W. Norton & Company
Problem of progress

Rhetoric of claimsmakers often downplays
progress – why is that?


Focus on perfectability: goal is to eradicate the
troubling condition, not just improve it
Matter of proportion: as life in society improves,
claimsmakers have to focus more of their efforts
on smaller problems than before
Social Problems
Copyright © 2008 W.W. Norton & Company
Problem of progress


Proliferation of social problems claims: new forms
of media reach highly targeted audiences, so that
claimsmakers can find highly “protective”
audiences who are less likely to criticize them
Paranoia: problems not just bad, but the
claimsmaking rhetoric is about horrific extremes
Social Problems
Copyright © 2008 W.W. Norton & Company
Problem of progress

So makes sense, given these rhetorical
strategies, that few claimsmakers will argue
that success (progress) is happening
Social Problems
Copyright © 2008 W.W. Norton & Company
Case study: Studying Immigration
Claims across Time and Space
Social Problems
Copyright © 2008 W.W. Norton & Company
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This concludes the Norton Media Library
Slide Set for Chapter 10
Social Problems
By
Joel Best