Moral Entrepreneur

A norm entrepreneur or moral entrepreneur is an individual, group, or formal organization that seeks to influence a group to adopt or maintain a social norm; altering the boundaries of altruism, deviance, duty, or compassion.[1] 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 [citation needed]. Pro-life and pro-choice movements are an example of two moral entrepreneurs working against each other on a single issue. https://en.wikipedia.org/wiki/Norm_entrepreneur

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.[1] In Becker's view, moral entrepreneurs fall into roughly two categories: rule creators, and rule enforcers.[2] The term norm entrepreneur was coined by Cass Sunstein in his 1996 paper titled Social Norms and Social Roles. In his paper, Sunstein highlights that existing social conditions can often be more fragile than is typically assumed, as they depend on social norms to which many may not be strongly aligned.