20.2 Social movements  (Page 2/26)

A movement on the opposite end would be the National Organization for Marriage, an organization that funds campaigns to stop same-sex marriage (National Organization for Marriage 2011). Both of these organizations work on the national stage and seek to engage people through grassroots efforts to push their message.

Global

Despite their successes in bringing forth change on controversial topics, social movements are not always about volatile politicized issues. For example, let’s look at the global movement called Slow Food. Slow Food, with the slogan “Good, Clean, Fair Food,” is a global grassroots movement claiming supporters in 150 countries. The movement links community and environmental issues back to the question of what is on our plates and where it came from. Founded in 1989 in response to the increasing existence of fast food in communities that used to treasure their culinary traditions, Slow Food works to raise awareness of food choices (Slow Food 2011). With more than 100,000 members in 1,300 local chapters, Slow Food is a movement that crosses political, age, and regional lines.

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, 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 anti-nuclear groups, Mothers Against Drunk Driving (MADD), and the Human Rights Campaign’s advocacy for Marriage Equality. Revolutionary movements seek to completely change every aspect of society. These would include the 1960’s counterculture movement, 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 might include Heaven’s Gate or the Branch Davidians. 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 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 peopled with a paid staff. When people fall away, adopt a new movement, the movement successfully brings about the change it sought, or 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?