Which Side Are You On? The Divergent Effects of Protest Participation on Organizations Affiliated with Identity Groups

Protest raises the visibility of a social movement, and this affects all organizations affiliated with the movement’s group identity. Although the mutually beneficial relationship between protest and social movement organizations is well documented, we argue that protest does not necessarily aid other, more mundane types of affiliated organizations in the same manner. Specifically, we expect that increases in protest participation will favor the viability of organizations targeting an audience close to the group identity but not of organizations with an audience in which some members share that identity and others do not. We evaluate these claims using a data set of pro-lesbian, gay, bisexual, transgender, and queer (LGBTQ) protest events and local organizations in U.S. cities using a fixed-effects panel design with instrumental variables. Findings show that increases in protest participation decrease the presence of organizations that engage LGBTQ and non-LGBTQ audiences, especially local businesses that simultaneously bridge multiple groups of owners, customers, and clients.