This article is based on an example of socially entrepreneurial practice – the creation of the Student Volunteer Army – by a young New Zealander, Sam Johnson, immediately after a natural disaster: the Christchurch earthquakes of 2010 and 2011. Collins’ interaction ritual chain theory is used as a theoretical framework for examining the micro-sociological interactions that underpinned this socially innovative response during a state of emergency. The emotion and power generated via these chains of interaction rituals (within and beyond the socially entrepreneurial Student Volunteer Army) had significant impact and positive outcomes that spilled over advantageously. The article finds relevance in examining micro-interaction rituals within bounded contexts as a result of their potential to result in macro-behavioural and/or cultural changes.
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