Moral entrepreneur

A moral entrepreneur is an individual, group, or formal organization that seeks to influence a group to adopt or maintain a norm; altering the boundaries of altruism, deviance, duty, or compassion. Moral entrepreneurs take the lead in labeling a particular behaviour and spreading or popularizing this label throughout society. This can include attributing negative labels to behaviour, the removal of negative labels, positive labeling, and the removal of positive labels. The moral entrepreneur may press for the creation or enforcement of a norm for any number of reasons, altruistic or selfish. Such individuals or groups also hold the power to generate moral panic; similarly, multiple moral entrepreneurs may have conflicting goals and work to counteract each other. Some examples of moral entrepreneurs include: MADD (mothers against drunk driving), the anti-tobacco lobby, the gun-control lobby, anti-pornography groups, Black Lives Matter and LGBT social movements . Pro-life and pro-choice movements are an example of two moral entrepreneurs working against each other on a single issue. The term moral entrepreneur was coined by sociologist Howard S. Becker in Outsiders: Studies in the Sociology of Deviance (1963) in order to help explore the relationship between law and morality, as well as to explain how deviant social categories become defined and entrenched. In Becker's view, moral entrepreneurs fall into roughly two categories: rule creators, and rule enforcers. Rule creators generally express the conviction that some kind of threatening social evil exists that must be combated. "The prototype of the rule creator," Becker explains, is the "crusading reformer:"He is interested in the content of rules. The existing rules do not satisfy him because there is some evil which profoundly disturbs him. He feels that nothing can be right in the world until rules are made to correct it. He operates with an absolute ethic; what he sees is truly and totally evil with no qualification. Any means is justified to do away with it.