In this paper we argue that a movement's longevity depends on its ability t
o develop and sustain a strong sense of collective identity. We investigate
social movement endurance by examining the Rastafari, whose membership is
comprised primarily of disadvantaged Jamaicans of African descent. While ma
ny social movements fade after a short-lived peak, the Rastafari not only h
as persisted but it also has become globally important. Despite its radical
posture and its perceived threat to the Jamaican established order, the mo
vement has prevailed for more than six decades. On the basis of a number of
concepts derived from different theoretical traditions in social movement
theory, we examine the dynamic processes involved in the construction of co
llective identity among the Rastafari. We are particularly interested in th
e concepts of "cognitive liberation," "movement culture/boundary structure,
" and "the politics of signification." These concepts allow us to describe
and analyze the key dimensions of the Rastafarian collective identity. This
framework, we argue, enhances our understanding of collective identity as
well as the processes contributing to social movement longevity.