National level intentional change: a story of two countries

Abstract

Purpose The purpose of this paper is to develop an insight, through an examination of the American Civil Rights Movement and the Anti‐Apartheid Movement in South Africa, into how desired change occurs at a national or cultural level of social organization. Design/methodology/approach The words and actions of two key figures in these national change movements are analyzed through the use of intentional change theory, and its constituent elements of discontinuous change, reference groups, the ideal self and emotional attractors. Findings The findings lead to the suggestion that great leaders, at times of national change, articulate a shared ideal or national vision and are primarily grounded in the positive emotional attractor. Furthermore, they appeal to their followers' cognition and affect. Research limitations/implications While these two figures are prominent historical figures in their respective change movements, it is naïve to suggest that they were solely responsible for the change. Future research could look at the many other figures and factors that played a role in these tremendously complex and sensitive change processes. Practical implications This paper has important implications for people involved in change efforts at the national and cultural level. It provides evidence from two exemplary cases that could be applied to other such situations. Originality/value This paper develops an insight into how desired change occurs at a national or cultural level of social organization. In a world riddled with tension, violence and poverty, this insight is potentially of great value.

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