Identity Deployment and Social Change: Understanding Identity as a Social Movement and Organizational Strategy

In this article, we discuss the theoretical implications of empirical elaborations of Bernstein's (1997) model of identity deployment. New research encompasses a diverse array of venues and targets and elaborates on the mechanisms through which identities may be deployed strategically. Application of the identity deployment model spans a variety of so-called 'identity movements' as well as ethnic, nationalist and indigenous movements, and community mobilization. Identity deployment is also a useful strategy in organizational and professional contexts, as in the micro-brewery movement or culinary movements, demonstrating the theoretical generalizability of the original model. New research closely examines the relationship between identity and strategy and the conditions that affect activists' choice of identity strategies as well as the situations where they might avoid identity strategies altogether. Research finds that identities may be deployed performatively, rhetorically or discursively. Identity deployment may be facilitated by emotional displays, music and ritual. The way that power and authority are organized in a given venue determines in part the capacity of activists and organizations to alternate between celebrating and suppressing difference from the majority. Identity deployment influences internal and external outcomes, affecting mobilization and goal achievement. Finally, feedback loops link the different analytic dimensions of identity.