

In the context of evidence uptake and sustainability, a key characteristic of a social movement is a collective or shared identity amongst those engaged in the change. In this section, you will learn the three components of collective identity - the cognitive boundary, the social ties and the emotional investment - and how to foster a collective identity.
A term coined by sociologist and psychologist Alberto Melucci (1989) in which individuals who have a shared concern and/or a strongly desired change and who recognize an opportunity for change, create a shared identity as a group that reflects their collective values, beliefs, and goals (as cited by Grinspun, 2018a).
Collective identity is formed through a dynamic evolving process in which individuals committed and engaged in a shared cause construct or negotiate amongst themselves a shared identity. Once formed, the collective identity acts as the outward appearance of the social movement and its focus so that those within and outside of the social movement can recognize it and its priorities (Melucci, 1989, as cited by Grinspun, 2018a).
The formation of a collective identity does not occur in isolation; instead, it is shaped by the local context and environment in which the social movement occurs. This includes an awareness of the opportunities available and the constraints (Flesher Fominaya, 2010).
Collective identity is expressed through cultural materials or artifacts, such as names, symbols, narrative styles, practices, and rituals (Flesher Fominaya, 2010; Grinspun, 2018; Serna-Restrepo et al., 2018 ). It can also be seen in items such as props, clothing, pins, imagery, logos, or a mascot (Grinspun, 2018; Herechuk et al., 2010; Serna-Restrepo et al., 2018). These materials can promote a sense of pride of membership, group participation and public visibility or public presence (Casas-Cortés et al., 2008; Polletta & Jasper, 2001).
Collective identity is central to a social movement as it supports:
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