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The Future of ChangeHow Technology Shapes Social Revolutions$
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Ray Brescia

Print publication date: 2020

Print ISBN-13: 9781501748110

Published to Cornell Scholarship Online: September 2020

DOI: 10.7591/cornell/9781501748110.001.0001

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Marriage Equality in Maine

Marriage Equality in Maine

(p.129) 7 Marriage Equality in Maine
The Future of Change

Ray Brescia

Cornell University Press

This chapter explores the campaign for marriage equality, focusing on an effort to pass a pro-marriage equality ballot referendum in Maine in 2012. The marriage equality coalition in Maine connected to the social change matrix primarily by harnessing the power of its message. By using the language of marriage equality, connecting to prospective voters, and developing trust on a personal level, the campaign seems to have perfected the art of messaging. A deeper look into the campaign shows that it seems to have harnessed the other components of the matrix as well: that of network and medium. Freedom to Marry formed as a national organization that connected to local organizations that worked at the state level to promote marriage equality through a number of legal mechanisms. They used tools such as conference calls and e-mail to communicate instantaneously throughout the country. Indeed, digital technology helped facilitate the work of the campaign in many ways. Canvassers had iPhones and iPads as they went door-to-door, using these devices to show video clips to prospective voters. In addition, the campaign was able to circulate the stories prospective voters had shared through social media.

Keywords:   marriage equality, pro-marriage equality referendum, Maine, marriage equality coalition, social change, messaging, Freedom to Marry, digital technology, social media, national organization

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