Activists seeking to create social change must decide whether to expend more resources trying to change the behavior of individuals or institutions. For example, a climate activist could spend their days urging people to stop flying in airplanes, or they could spend their days urging the government to outlaw excessive flying. Some social change theorists argue that the second tactic is more effective than the first. Are they correct? I use the environmental movement and the animal liberation movement as case studies to examine this question from an empirical perspective.
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