This article shows how a social movement organization focused on microcredit loans is able to mobilize a community against its own cultural practice of witch-hunts. Successful mobilization against witch-hunts are possible when two conditions are met: first, when activists are able to tap into microcredit groups’ social capacity for collective mobilization (defined by ties of mutual dependence, reciprocity, and friendship); and second, when activists are able to use strategic framing to present a coherent argument about the congruence of microcredit and anti-witch-hunt goals. In this context a master frame (women’s development) emerged that effectively forged the seemingly disparate goals of microcredit loans and anti-witch-hunt campaigns into one synthetic movement. In contrast, successful mobilization against witch-hunts was difficult in areas where the activists did not have access to the microcredit networks or were not able to strategically frame the campaign.
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