Social movement theory and research over the past twenty years have utilized the concepts incorporated under the rubric of Framing Theory in order to draw attention to the cultural 'meaning work' within a social movement or social movement organization. Underlying Framing Theory is an assumption of what I term idiocultural coherence -that for a movement organization to be successful, its members must come to agree cognitively with its cultural understandings and identify collectively with it. Drawing on an example of the John Birch Society, a very successful conspiratorial, anti-communist organization, I show how people may join a social movement organization not because they necessarily or fully agree with its collective action frames but because it provides an opportunity to act collectively and publicly perform a collective identity. I argue that a narrow focus on idiocultural processes obfuscates important cultural processes 'outside' of a movement organization that have an impact on how and why people join an organization and maintain membership.Though a number of scholars have questioned Framing Theory's (FT) explanation of how social movement actors make, communicate, and coordinate meaning (e.g. researching the processes whereby social movement actors orient and communicate their understandings of social problems, of culprits, and of solutions have continued relatively unabated in the tradition inspired by Snow and his colleagues' influential article on collective action frames (Snow et al., 1986). In 1986, and drawing on Goffman (1974), FT provided a much needed constructivist grounding to a field that viewed social movement actors as overly rationalistic, and that considered the operations of social movement organizations almost entirely within their organizational fields. FT made room for understanding how cultural meanings affected a variety of social movement processes (especially mobilization) at a time when the role of meaning in social movements was largely disregarded, at least in the leading social movement paradigm.