Download Analysis of Social Movements and Collectivity Utilizing Structural

Analysis of Social Movements and Collectivity
Utilizing Structural-Strain Theory, a social movement will form because a group
of people sense that something is amiss in the way their society operates and they are
triggered by an event which spurs them to action as a collectivity. Our class formed a
collectivity, stimulated by the request of our teacher, Dr. Methvin. We formed an
emergence around the issue of rainforest preservation. We began the next step of a social
movement and coalesced by defining ourselves as Students Activists For the
Environment (SAFE). We then developed a strategy for presenting ourselves to the
public. Our social movement is encouraging change in society on both a commercial
organizational and individual level.
There are several types of social movements. Alternative social movements are
developed to cause limited change in only certain parts of society. These are the least
invasive forms of social movements in terms of challenging how things are currently
conducted. Redemptive social movements try to effect a major change in only certain
individuals. A great example of a redemptive social movement is a group such as
Alcoholics Anonymous or Overeaters Anonymous. A revolutionary social movement is
very invasive on society because it aims to completely alter society as it currently exists.
The French Revolution exemplifies this method. The method our collectivity is utilizing
is a reformative social movement. We are pursuing change in our society by working
within the existing political structure. Our goal is to include all of society in our efforts
to limit deforestation of the Amazon rainforests.
First, we developed an ideology to present to the public as our forum. As ideas
were presented, we had to determine if they would be feasible. We wanted to eliminate
all destruction of rainforests in an effort to preserve the world’s environment, but realized
that it was an improbable goal at this time in history. We agreed upon focusing our
attentions on one major area of deforestation; Brazil’s Amazon, one of the remaining
original rainforests which is under daily attack from logging interests fueled by primarily
American and European commercial interests.
After determining our objective, our group began to split off in different modes of
thought as we discussed just how we were going to accomplish this social movement. As
some people discussed how to raise money, others were discussing how to educate
society while some members retreated quietly. It wasn’t long before we realized that we
needed a leadership to effectively pull all the ideas together and provide a means of
communication with all the different sectors. We elected 2 members to oversee the
operation of the social movement and to help retain cohesiveness and direction. This
represents the second essential element of a social movement. This stage then set up the
structure of our movement. We decided which departments we needed to handle media,
lobbyists, fundraising, education, research and leadership. Members decided on their
individual contribution and as each group was formed, we selected a team leader whose
duty involved reporting to the elected leadership.
The third essential element involves the recruitment and retention of members of
our social movement. Our collectivity began to discuss methods of recruiting members.
This stage involved our collectivity educating the public and commercial sectors, and
contacting media and preparing information to be distributed, as well as employing
lobbyists to advance our cause through the power of government support. Currently this
is the stage we are at.
Our goal is to educate the public, governmental and commercial enterprises, so
we decided to pursue an objective method which is aimed at changing attitudes of
members of society. The other avenue we could have pursued would have been action
oriented, in which case we would be trying to enforce a behavioral change. PETA, an
animal rights group will employ action oriented activities to force behavioral change; a
great example would be how they will physically place themselves between whales and
whale hunters in order to make it nearly impossible for the hunters to continue. To
change attitudes, people must be educated about issues in order for them to make
informed decisions and also make a personal connection with the issue. A lot of
problems arise not necessarily because people want to inflict damage but through
ignorance or indifference. To cause a behavioral change in society, the most effective
method is through policy change which is particularly effective when pursuing
institutional channels.
The Rainforest Conservation Movement is assisted by the Rainforest Action
Network (RAN), whose goal is to protect tropical rainforests and the human rights of the
people living in and around these forests. They demonstrate New Social Movements
Theory, in which people join a movement because they are motivated by concern over
quality of life issue not just for economic reasons. They apply successful marketing
campaign strategies against some of the world’s largest corporations by targeting their
profit line and disrupting their environmentally destructive business practices until these
corporations agree to stop destroying the world’s old growth forests. Right now they are
working on getting Weyerhaeuser, one of the largest and most destructive logging
companies, to stop logging in old growth forests in North America, South America,
Australia and the Pacific Rim. RAN uses activists, organizations, and concerned citizens
by employing non-violent, direct action, training and education, and outreach programs
designed to bring about reform in the boardrooms of the largest corporations. They also
are educating consumers to reduce consumption, reuse and recycle as well as become
responsible shoppers and as a result, customers have become increasingly thoughtful
about the impact of their purchases. This is a very good example of using both behavior
and attitudinal methods to effect widespread societal change. By connecting society’s
individuals personally to their world, they have become effective at enacting change.
Successful social movements need more than good ideas, leaders, members, and
good timing. Resource mobilization theory says they must also have resources and a
strong support system. They need money to advance their cause and they can become
powerful by bolstering volunteers, joining forces with other sympathetic groups,
obtaining public support along with the support of powerful people and organizations.
After a social movement has successfully coalesced, the next stage is that it
becomes regulated, such as a bureaucracy is. An efficient staff takes over after it is
regulated in order to progress the issue and dependence on the initial leaders and attention
grabbing personalities fades. It can be a two edged sword in effect because although the
work is well underway, it can becomes buried under mundane business practices. If the
spirits of the members are not nurtured and the goals held in mind, members may lose
interest and leave.
The final stage of a social movement is Decline. At some point, most social
movements reach demise due to different reasons. Perhaps the movement achieved its
goal, as in the Suffragettes Movement for women. It may flounder due to internal
disorganization such as poor leadership or personality conflicts of members. In the cases
where the movement is revolutionary in nature, it may die out due to repression if
members are subjected to intensive discouragement by opposing members of society.
The Tieneman Square social movement in China was brutally repressed into oblivion by
its own government and is a perfect example of decline due to repression. The last
reason that some social movements end is due to leaders of the social movement caving
into the bribes or pressures of the established power structure.
Aleta Pliler
Dr. Methvin
Sociology 101
November 30, 2004
Social Movement Analysis