INTRODUCTION TO SOCIOLOGY 3e

21.2 Social Movements

Learning Objectives
By the end of this section, you should be able to:

 Demonstrate awareness of social movements on a state, national, and global level

 Distinguish between different types of social movements
 Identify stages of social movements
 Discuss theoretical perspectives on social movements, like resource mobilization,
framing, and new social movement theory

Social movements are purposeful, organized groups that strive to work toward a common social
goal. While most of us learned about social movements in history classes, we tend to take for
granted the fundamental changes they caused —and we may be completely unfamiliar with the
trend toward global social movements. But from the antitobacco movement that has worked to
outlaw smoking in public buildings and raise the cost of cigarettes, to political uprisings
throughout the Arab world, movements are creating social change on a global scale.

Levels of Social Movements

Movements happen in our towns, in our nation, and around the world. Let’s take a look at
examples of social movements, from local to global. No doubt you can think of others on all of
these levels, especially since modern technology has allowed us a near-constant stream of
information about the quest for social change around the world.
Figure 21.5 Staff at University of Wisconsin protest a proposed law that would significantly
reduce their ability to bargain for better pay and benfits. (Credit: marctasman/flickr)

Local

Local social movements typically refer to those in cities or towns, but they can also affect
smaller constituencies, such as college campuses. Sometimes colleges are smaller hubs of a
national movement, as seen during the Vietnam War protests or the Black Lives Matter protests.
Other times, colleges are managing a more local issue. In 2012, The Cooper Union in New York
City announced that, due to financial mismanagement and unforeseen downturns from the Great
Recession, the college had a massive shortfall; it would be forced to charge tuition for the first
time. To students at most other colleges, tuition would not seem out of line, but Cooper Union
was founded (and initially funded) under the principle that it would not charge tuition. When the
school formally announced the plan to charge tuition, students occupied a building and, later, the
college president's office. Student action eventually contributed to the president's resignation and
a financial recovery plan in partnership with the state attorney general.
Another example occurred in Wisconsin. After announcing a significant budget shortfall,
Governor Scott Walker put forth a financial repair bill that would reduce the collective
bargaining abilities of unions and other organizations in the state. (Collective bargaining was
used to attain workplace protections, benefits, healthcare, and fair pay.) Faculty at the state's
college system were not in unions, but teaching assistants, researchers, and other staff had
regularly collectively bargained. Faced with the prospect of reduced job protections, pay, and
benefits, the staff members began one of the earliest protests against Walker's action, by
protesting on campus and sending an ironic message of love to the governor on Valentine's Day.
Over time, these efforts would spread to other organizations in the state.

State
Figure 21.6 Texas Secede! is an organization which would like Texas to secede from the United
States. (Credit: Tim Pearce/flickr)

The most impactful state-level protest would be to cease being a state, and organizations in
several states are working toward that goal. Texas secession has been a relatively consistent
movement since about 1990. The past decade has seen an increase in rhetoric and campaigns to
drive interest and support for a public referendum (a direct vote on the matter by the people). The
Texas Nationalist Movement, Texas Secede!, and other groups have provided formal proposals
and programs designed to make the idea seem more feasible. Texit has become a widely used
nickname and hashtag for the movement. And in February 2021, a bill was introduced to hold a
referendum that would begin formal discussions on creating an independent nation—though the
bill's sponsor indicated that it was mainly intended to begin conversation and evaluations rather
than directly lead to secession (De Alba 2021).

States also get involved before and after national decisions. The legalization of same-sex
marriage throughout the United States led some people to feel their religious beliefs were under
attack. Following swiftly upon the heels of the Supreme Court Obergefell ruling, the Indiana
legislature passed a Religious Freedom Restoration Act (RFRA, pronounced "rifra"). Originally
crafted decades ago with the purpose of preserving the rights of minority religious people, more
recent RFRA laws allow individuals, businesses, and other organizations to decide whom they
will serve based on religious beliefs. For example, Arkansas's 2021 law allowed doctors to refuse
to treat patients based on the doctor's religious beliefs (Associated Press 2021). In this way, state-
level organizations and social movements are responding to a national decision.

Figure 21.7 At the time of this writing, more than thirty states and the District of Columbia
allow marriage for same-sex couples. State constitutional bans are more difficult to overturn than
mere state bans because of the higher threshold of votes required to change a constitution. Now
that the Supreme Court has stricken a key part of the Defense of Marriage Act, same-sex couples
married in states that allow it are now entitled to federal benefits afforded to heterosexual
couples (CNN 2014). (Credit: Jose Antonio Navas/flickr).

Global
Social organizations worldwide take stands on such general areas of concern as poverty, sex
trafficking, and the use of genetically modified organisms (GMOs) in food. Nongovernmental
organizations (NGOs) are sometimes formed to support such movements, such as the
International Federation of Organic Agriculture Movement (FOAM). Global efforts to reduce
poverty are represented by the Oxford Committee for Famine Relief (OXFAM), among others.
The Fair Trade movement exists to protect and support food producers in developing countries.
Occupy Wall Street, although initially a local movement, also went global throughout Europe
and, as the chapter’s introductory photo shows, the Middle East.

Types of Social Movements

We know that social movements can occur on the local, national, or even global stage. Are there
other patterns or classifications that can help us understand them? Sociologist David Aberle
(1966) addresses this question by developing categories that distinguish among social
movements based on what they want to change and how much change they want. Reform
movements seek to change something specific about the social structure. Examples include
antinuclear groups, Mothers Against Drunk Driving (MADD), the Dreamers movement for
immigration reform, and the Human Rights Campaign’s advocacy for Marriage
Equality. Revolutionary movements seek to completely change every aspect of society. These
include the 1960s counterculture movement, including the revolutionary group The Weather
Underground, as well as anarchist collectives. Texas Secede! is a revolutionary
movement. Religious/Redemptive movements are “meaning seeking,” and their goal is to
provoke inner change or spiritual growth in individuals. Organizations pushing these movements
include Heaven’s Gate or the Branch Davidians. The latter is still in existence despite
government involvement that led to the deaths of numerous Branch Davidian members in
1993. Alternative movements are focused on self-improvement and limited, specific changes to
individual beliefs and behavior. These include trends like transcendental meditation or a
macrobiotic diet. Resistance movements seek to prevent or undo change to the social structure.
The Ku Klux Klan, the Minutemen, and pro-life movements fall into this category.

Stages of Social Movements

Later sociologists studied the lifecycle of social movements—how they emerge, grow, and in
some cases, die out. Blumer (1969) and Tilly (1978) outline a four-stage process. In
the preliminary stage, people become aware of an issue, and leaders emerge. This is followed by
the coalescence stage when people join together and organize in order to publicize the issue and
raise awareness. In the institutionalization stage, the movement no longer requires grassroots
volunteerism: it is an established organization, typically with a paid staff. When people fall away
and adopt a new movement, the movement successfully brings about the change it sought, or
when people no longer take the issue seriously, the movement falls into the decline stage. Each
social movement discussed earlier belongs in one of these four stages. Where would you put
them on the list?

Social Media and Social Movements

Figure 21.8 Are these activists most likely to have a larger impact through people who see their
sign from the shore, or through people who will see pictures of their event on social media?
(Credit: Backbone Campaign/flickr)
As we have mentioned throughout this text, and likely as you have experienced in your life,
social media is a widely used mechanism in social movements. In the Groups and Organizations
chapter, we discussed Tarana Burke first using "Me Too" in 2006 on a major social media venue
of the time (MySpace). The phrase later grew into a massive movement when people began
using it on Twitter to drive empathy and support regarding experiences of sexual harassment or
sexual assault. In a similar way, Black Lives Matter began as a social media message after
George Zimmerman was acquitted in the shooting death of 17-year-old Trayvon Martin, and the
phrase burgeoned into a formalized (though decentralized) movement in subsequent years.

Social media has the potential to dramatically transform how people get involved in movements
ranging from local school district decisions to presidential campaigns. As discussed above,
movements go through several stages, and social media adds a dynamic to each of them. In
the preliminary stage, people become aware of an issue, and leaders emerge. Compared to
movements of 20 or 30 years ago, social media can accelerate this stage substantially. Issue
awareness can spread at the speed of a click, with thousands of people across the globe becoming
informed at the same time. In a similar vein, those who are savvy and engaged with social media
may emerge as leaders, even if, for example, they are not great public speakers.

At the next stage, the coalescence stage, social media is also transformative. Coalescence is the
point when people join together to publicize the issue and get organized. President Obama’s
2008 campaign was a case study in organizing through social media. Using Twitter and other
online tools, the campaign engaged volunteers who had typically not bothered with politics.
Combined with comprehensive data tracking and the ability to micro-target, the campaign
became a blueprint for others to build on. The 2020 elections featured a level of data analysis and
rapid response capabilities that, while echoing the Obama campaign's early work, made the 2008
campaign look quaint. The campaigns and political analysts could measure the level of social
media interaction following any campaign stop, debate, statement by the candidate, news
mention, or any other event, and measure whether the tone or "sentiment" was positive or
negative. Political polls are still important, but social media provides instant feedback and
opportunities for campaigns to act, react, or—on a daily basis—ask for donations based on
something that had occurred just hours earlier (Knowledge at Wharton 2020).

Interestingly, social media can have interesting outcomes once a movement reaches
the institutionalization stage. In some cases, a formal organization might exist alongside the
hashtag or general sentiment, as is the case with Black Lives Matter. At any one time, BLM is
essentially three things: a structured organization, an idea with deep and personal meaning for
people, and a widely used phrase or hashtag. It's possible that users of the hashtag are not
referring to the formal organization. It's even possible that people who hold a strong belief that
Black lives matter do not agree with all of the organization's principles or its leadership. And in
other cases, people may be very aligned with all three contexts of the phrase. Social media is still
crucial to the social movement, but its interplay is both complex and evolving.

In a similar way, MeToo activists, including Tarana Burke herself, have sought to clarify the
interweaving of different aspects of the movement. She told the Harvard Gazette in 2020:
I think we have to be careful about what we’re calling the movement. And I think one of the
things I’ve learned in the last two years is that folks don’t really understand what a movement is
or how it’s defined. The people using the hashtag on the internet were the impetus for Me Too
being put into the public sphere. The media coverage of the viralness of Me Too and the people
being accused are media coverage of a popular story that derived from the hashtag. The
movement is the work that our organization and others like us are doing to both support
survivors and move people to action (Walsh 2020).

Sociologists have identified high-risk activism, such as the civil rights movement, as a “strong-
tie” phenomenon, meaning that people are far more likely to stay engaged and not run home to
safety if they have close friends who are also engaged. The people who dropped out of the
movement—who went home after the danger became too great—did not display any less
ideological commitment. But they lacked the strong-tie connection to other people who were
staying. Social media had been considered “weak-tie” (McAdam 1993 and Brown 2011). People
follow or friend people they have never met. Weak ties are important for our social structure, but
they seemed to limit the level of risk we’ll take on their behalf. For some people, social media
remains that way, but for others it can relate to or build stronger ties. For example, if people, who
had for years known each other only through an online group, meet in person at an event, they
may feel far more connected at that event and afterward than people who had never interacted
before. And as we discussed in the Groups chapter, social media itself, even if people never
meet, can bring people into primary group status, forming stronger ties.

Another way to consider the impact of social media on activism is through something that may
or may not be emotional, has little implications regarding tie strength, and may be fleeting rather
than permanent, but still be one of the largest considerations of any formal social movement:
money. Returning to politics, think of the massive amounts of campaign money raised in each
election cycle through social media. In the 2020 Presidential election and its aftermath, hundreds
of millions of dollars were raised through social media. Likewise, 55 percent of people who
engage with nonprofits through social media take some sort of action; and for 60 percent of them
(or 33 percent of the total) that action is to give money to support the cause (Nonprofit Source
2020).

Theoretical Perspectives on Social Movements

Most theories of social movements are called collective action theories, indicating the purposeful
nature of this form of collective behavior. The following three theories are but a few of the many
classic and modern theories developed by social scientists.

Resource Mobilization

McCarthy and Zald (1977) conceptualize resource mobilization theory as a way to explain
movement success in terms of the ability to acquire resources and mobilize individuals.
Resources are primarily time and money, and the more of both, the greater the power of
organized movements. Numbers of social movement organizations (SMOs), which are single
social movement groups, with the same goals constitute a social movement industry (SMI).
Together they create what McCarthy and Zald (1977) refer to as "the sum of all social
movements in a society."

Resource Mobilization and the Civil Rights Movement

An example of resource mobilization theory is activity of the civil rights movement in the decade
between the mid 1950s and the mid 1960s. Social movements had existed before, notably the
Women's Suffrage Movement and a long line of labor movements, thus constituting an
existing social movement sector, which is the multiple social movement industries in a society,
even if they have widely varying constituents and goals. The civil rights movement had also
existed well before Rosa Parks refused to give up her bus seat to a white man. Less known is that
Parks was a member of the NAACP and trained in leadership (A&E Television Networks, LLC.
2014). But her action that day was spontaneous and unplanned (Schmitz 2014). Her arrest
triggered a public outcry that led to the famous Montgomery bus boycott, turning the movement
into what we now think of as the "civil rights movement" (Schmitz 2014).

Mobilization had to begin immediately. Boycotting the bus made other means of transportation
necessary, which was provided through car pools. Churches and their ministers joined the
struggle, and the protest organization In Friendship was formed as well as The Friendly Club and
the Club From Nowhere. A social movement industry, which is the collection of the social
movement organizations that are striving toward similar goals, was growing.

Martin Luther King Jr. emerged during these events to become the charismatic leader of the
movement, gained respect from elites in the federal government, and aided by even more
emerging SMOs such as the Student Non-Violent Coordinating Committee (SNCC), the
Congress of Racial Equality (CORE), the National Association for the Advancement of Colored
People (NAACP), and the Southern Christian Leadership Conference (SCLC), among others.
Several still exist today. Although the movement in that period was an overall success, and laws
were changed (even if not attitudes), the "movement" continues. So do struggles to keep the
gains that were made, even as the U.S. Supreme Court has recently weakened the Voter Rights
Act of 1965, once again making it more difficult for Black Americans and other minorities to
vote.
Figure 21.9 Multiple social movement organizations concerned about the same issue form a
social movement industry. A society’s many social movement industries comprise its social
movement sector. With so many options, to whom will you give your time and money?

Framing/Frame Analysis

Over the past several decades, sociologists have developed the concept of frames to explain how
individuals identify and understand social events and which norms they should follow in any
given situation (Goffman 1974; Snow et al. 1986; Benford and Snow 2000). Imagine entering a
restaurant. Your “frame” immediately provides you with a behavior template. It probably does
not occur to you to wear pajamas to a fine-dining establishment, throw food at other patrons, or
spit your drink onto the table. However, eating food at a sleepover pizza party provides you with
an entirely different behavior template. It might be perfectly acceptable to eat in your pajamas
and maybe even throw popcorn at others or guzzle drinks from cans.

Successful social movements use three kinds of frames (Snow and Benford 1988) to further their
goals. The first type, diagnostic framing, states the problem in a clear, easily understood way.
When applying diagnostic frames, there are no shades of gray: instead, there is the belief that
what “they” do is wrong and this is how “we” will fix it. The anti-gay marriage movement is an
example of diagnostic framing with its uncompromising insistence that marriage is only between
a man and a woman. Prognostic framing, the second type, offers a solution and states how it
will be implemented. Some examples of this frame, when looking at the issue of marriage
equality as framed by the anti-gay marriage movement, include the plan to restrict marriage to
“one man/one woman” or to allow only “civil unions” instead of marriages. As you can see,
there may be many competing prognostic frames even within social movements adhering to
similar diagnostic frames. Finally, motivational framing is the call to action: what should you
do once you agree with the diagnostic frame and believe in the prognostic frame? These frames
are action-oriented. In the gay marriage movement, a call to action might encourage you to vote
“no” on Proposition 8 in California (a move to limit marriage to male-female couples), or
conversely, to contact your local congressperson to express your viewpoint that marriage should
be restricted to male-female couples.

With so many similar diagnostic frames, some groups find it best to join together to maximize
their impact. When social movements link their goals to the goals of other social movements and
merge into a single group, a frame alignment process (Snow et al. 1986) occurs—an ongoing
and intentional means of recruiting participants to the movement.

This frame alignment process has four aspects: bridging, amplification, extension, and
transformation. Bridging describes a “bridge” that connects uninvolved individuals and
unorganized or ineffective groups with social movements that, though structurally unconnected,
nonetheless share similar interests or goals. These organizations join together to create a new,
stronger social movement organization. Can you think of examples of different organizations
with a similar goal that have banded together?

In the amplification model, organizations seek to expand their core ideas to gain a wider, more
universal appeal. By expanding their ideas to include a broader range, they can mobilize more
people for their cause. For example, the Slow Food movement extends its arguments in support
of local food to encompass reduced energy consumption, pollution, obesity from eating more
healthfully, and more.

In extension, social movements agree to mutually promote each other, even when the two social
movement organization’s goals don’t necessarily relate to each other’s immediate goals. This
often occurs when organizations are sympathetic to each others’ causes, even if they are not
directly aligned, such as women’s equal rights and the civil rights movement.
Figure 21.10 Extension occurs when social movements have sympathetic causes. Women’s
rights, racial equality, and LGBT advocacy are all human rights issues. (Credit: Photos (a) and
(b) Wikimedia Commons; Photo (c) Charlie Nguyen/flickr)

Transformation means a complete revision of goals. Once a movement has succeeded, it risks
losing relevance. If it wants to remain active, the movement has to change with the
transformation or risk becoming obsolete. For instance, when the women’s suffrage movement
gained women the right to vote, members turned their attention to advocating equal rights and
campaigning to elect women to office. In short, transformation is an evolution in the existing
diagnostic or prognostic frames that generally achieves a total conversion of the movement.

New Social Movement Theory

New social movement theory, a development of European social scientists in the 1950s and
1960s, attempts to explain the proliferation of postindustrial and postmodern movements that are
difficult to analyze using traditional social movement theories. Rather than being one specific
theory, it is more of a perspective that revolves around understanding movements as they relate
to politics, identity, culture, and social change. Some of these more complex interrelated
movements include ecofeminism, which focuses on the patriarchal society as the source of
environmental problems, and the transgender rights movement. Sociologist Steven Buechler
(2000) suggests that we should be looking at the bigger picture in which these movements arise
—shifting to a macro-level, global analysis of social movements.

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