Mindbombs of right and wrong: cycles of contention in the activist campaign to stop Canada's seal hunt.

Activists use emotional language and images - what Greenpeace co-founder Bob Hunter coined 'mindbombs' - to convince people that some actions are wrong, morally and environmentally. For instance, for over 50 years anti-sealing activists have employed mindbombs to transform seal pups into babies and seal hunters into barbarians. Although 'image politics' contributed to the decline of the Canadian sealing industry in the 1980s, its effectiveness has been - and continues to be - rocky, particularly as pro-sealing voices counter with competing claims of cultural rights, traditional livelihoods and sustainable use. Drawing on Tilly and Tarrow's 'cycles of contention' framework, this article argues that controlling and predicting the global uptake of messaging is becoming harder as activists operate in an increasingly crowded discursive landscape, as campaigners and counter-campaigners articulate scientific and moral frames that resonate differently across changing social and cultural contexts, and in light of globalising markets, transnational networks and changing media. [ABSTRACT FROM AUTHOR]