11 Social Movements and Change

Social movement occurs every day, often without any pictures or fanfare, by people of all backgrounds and ages. Organizing an awareness event, volunteering at a shelter, donating to a cause, speaking at a school board meeting, running for office, or writing an article are all ways that people participate in or promote social movements. Some people drive social change by educating themselves through books or trainings. Others find one person to help at a time.

Occupy Wall Street (OWS) was a unique movement that defied some of the theoretical and practical expectations regarding social movements. OWS is set apart by its lack of a single message, its leaderless organization, and its target—financial institutions instead of the government. OWS baffled much of the public, and certainly the media, leading many to ask, “Who are they, and what do they want?”

On July 13, 2011, the organization Adbusters posted on its blog, “Are you ready for a Tahrir moment? On September 17th, flood into lower Manhattan, set up tents, kitchens, peaceful barricades and occupy Wall Street” (Castells 2012).

The “Tahrir moment” was a reference to the 2010 political uprising that began in Tunisia and spread throughout the Middle East and North Africa, including Egypt’s Tahrir Square in Cairo. Although OWS was a reaction to the continuing financial chaos that resulted from the 2008 market meltdown and not a political movement, the Arab Spring was its catalyst.

Manuel Castells (2012) notes that the years leading up to the Occupy movement had witnessed a dizzying increase in the disparity of wealth in the United States, stemming back to the 1980s. The top 1 percent in the nation had secured 58 percent of the economic growth in the period for themselves, while real hourly wages for the average worker had increased by only 2 percent. The wealth of the top 5 percent had increased by 42 percent. The average pay of a CEO was at that time 350 times that of the average worker, compared to less than 50 times in 1983 (AFL-CIO 2014). The country’s leading financial institutions, to many clearly to blame for the crisis and dubbed “too big to fail,” were in trouble after many poorly qualified borrowers defaulted on their mortgage loans when the loans’ interest rates rose. The banks were eventually “bailed” out by the government with $700 billion of taxpayer money. According to many reports, that same year top executives and traders received large bonuses.

On September 17, 2011, the occupation began. About one thousand protestors descended upon Wall Street, and up to 20,000 people moved into Zuccotti Park, only two blocks away, where they began building a village of tents and organizing a system of communication. The protest soon began spreading throughout the nation, and its members started calling themselves “the 99 percent.” More than a thousand cities and towns had Occupy demonstrations.

What did they want? Castells has dubbed OWS “A non-demand movement: The process is the message.” Using Facebook, Twitter, Tumblr, and live-stream video, the protesters conveyed a multifold message with a long list of reforms and social change, including the need to address the rising disparity of wealth, the influence of money on election outcomes, the notion of “corporate personhood,” a corporatized political system (to be replaced by “direct democracy”), political favoring of the rich, and rising student debt.

What did they accomplish? Despite headlines at the time softly mocking OWS for lack of cohesion and lack of clear messaging, the movement is credited with bringing attention to income inequality and the seemingly preferential treatment of financial institutions accused of wrongdoing. Recall from the chapter on Crime and Deviance that many financial crimes are not prosecuted, and their perpetrators rarely face jail time. It is likely that the general population is more sensitive to those issues than they were before the Occupy and related movements made them more visible.

The functionalist perspective looks at the big picture, focusing on the way that all aspects of society are integral to the continued health and viability of the whole. A functionalist might focus on why social movements develop, why they continue to exist, and what social purposes they serve. On one hand, social movements emerge when there is a dysfunction in the relationship between systems. The union movement developed in the 19th century when the economy no longer functioned to distribute wealth and resources in a manner that provided adequate sustenance for workers and their families. On the other hand, when studying social movements themselves, functionalists observe that movements must change their goals as initial aims are met or they risk dissolution. Several organizations associated with the anti-polio industry folded after the creation of an effective vaccine that made the disease virtually disappear. Can you think of another social movement whose goals were met? What about one whose goals have changed over time?

Conflict theory focuses on the creation and reproduction of inequality. Someone applying the conflict perspective would likely be interested in how social movements are generated through systematic inequality, and how social change is constant, speedy, and unavoidable. In fact, the conflict that this perspective sees as inherent in social relations drives social change. For example, the National Association for the Advancement of Colored People (NAACP) was founded in the United States in 1908 by sociologist W.E.B. Dubois (amongst others). Partly created in response to the horrific lynchings occurring in the southern United States, the organization fought to secure the constitutional rights guaranteed in the 13th, 14th, and 15th amendments, which established an end to slavery, equal protection under the law, and universal male suffrage (NAACP, 2011). While those goals have been achieved, the organization remains active today, continuing to fight against inequalities in civil rights and to remedy discriminatory practices.

The symbolic interaction perspective studies the day-to-day interaction of social movements, the meanings individuals attach to involvement in such movements, and the individual experience of social change. An interactionist studying social movements might address social movement norms and tactics as well as individual motivations. For example, social movements might be generated through a feeling of deprivation or discontent, but people might actually join social movements for a variety of reasons that have nothing to do with the cause. They might want to feel important, or they know someone in the movement they want to support, or they just want to be a part of something. Have you ever been motivated to show up for a rally or sign a petition because your friends invited you? Would you have been as likely to get involved otherwise?

Collective Behaviour

People sitting in a café in a touristy corner of Rome might expect the usual sights and sounds of a busy city. They might be more surprised when, as they sip their espressos, hundreds of young people start streaming into the picturesque square clutching pillows, and when someone gives a signal, they start pummelling each other in a massive free-for-all pillow fight. Spectators might lean forward, coffee forgotten, as feathers fly and more and more people join in. All around the square, others hang out of their windows or stop on the street, transfixed, to watch. After several minutes, the spectacle is over. With cheers and the occasional high-five, the crowd disperses, leaving only destroyed pillows and clouds of fluff in its wake.

This is a flash mob, a large group of people who gather together in a spontaneous activity that lasts a limited amount of time before returning to their regular routines. Technology plays a big role in the creation of a flash mob: select people are texted or emailed, and the message spreads virally until a crowd has grown. But while technology might explain the “how” of flash mobs, it does not explain the “why.” Flash mobs often are captured on video and shared on the internet; frequently they go viral and become well known. So what leads people to want to flock somewhere for a massive pillow fight? Or for a choreographed dance? Or to freeze in place? Why is this appealing? In large part, it is as simple as the reason humans have bonded together around fires for storytelling, or danced together, or joined a community holiday celebration. Humans seek connections and shared experiences. And a flash mob, pillows included, provides a way to make that happen.

Forms of Collective Behaviour

Flash mobs are examples of collective behaviour, non-institutionalized activity in which several people voluntarily engage. Other examples of collective behaviour can include anything from a group of commuters travelling home from work to the trend toward adopting the Justin Bieber hair flip. In short, it can be any group behaviour that is not mandated or regulated by an institution. There are four primary forms of collective behaviour: the crowd, the mass, the public, and social movements.

It takes a fairly large number of people in close proximity to form a crowd (Lofland, 1993). Examples include a group of people attending a Beyonce concert or joining a worship service. Turner and Killian (1993) identified four types of crowds. Casual crowds consist of people who are in the same place at the same time, but who are not really interacting, such as people standing in line at the post office. Conventional crowds are those who come together for a scheduled event, like a religious service or rock concert. Expressive crowds are people who join together to express emotion, often at funerals, weddings, or the like. The final type, acting crowds, focus on a specific goal or action, such as a protest movement or riot.

In addition to the different types of crowds, collective groups can also be identified in two other ways (Lofland, 1993). A mass is a relatively large and dispersed number of people with a common interest, whose members are largely unknown to one another and who are incapable of acting together in a concerted way to achieve objectives. In this sense, the audience of the television show Game of Thrones or of any mass medium (TV, radio, film, books) is a mass. A public, on the other hand, is an unorganized, relatively diffused group of people who share ideas on an issue, such as social conservatives. While these two types of crowds are similar, they are not the same. To distinguish between them, remember that members of a mass share interests whereas members of a public share ideas.

Theoretical Perspectives on Collective Behaviour

Early collective behaviour theories (Blumer, 1969; Le Bon, 1895) focused on the irrationality of crowds. Le Bon saw the tendency for crowds to break into riots or anti-Semitic pogroms as a product of the properties of crowds themselves: anonymity, contagion, and suggestibility. On their own, each individual would not be capable of acting in this manner, but as anonymous members of a crowd they were easily swept up in dynamics that carried them away. Eventually, those theorists who viewed crowds as uncontrolled groups of irrational people were supplanted by theorists who viewed the behaviour of some crowds as the rational behaviour of logical beings.

Emergent-Norm Perspective

Sociologists Ralph Turner and Lewis Killian (1993) built on earlier sociological ideas and developed what is known as emergent norm theory. They believe that the norms experienced by people in a crowd may be disparate and fluctuating. They emphasize the importance of these norms in shaping crowd behaviour, especially those norms that shift quickly in response to changing external factors. Emergent norm theory asserts that, in this circumstance, people perceive and respond to the crowd situation with their particular (individual) set of norms, which may change as the crowd experience evolves. This focus on the individual component of interaction reflects a symbolic interactionist perspective.

For Turner and Killian, the process begins when individuals suddenly find themselves in a new situation, or when an existing situation suddenly becomes strange or unfamiliar. For example, think about human behaviour during Hurricane Katrina. New Orleans was decimated and people were trapped without supplies or a way to evacuate. In these extraordinary circumstances, what outsiders saw as “looting” was defined by those involved as seeking needed supplies for survival. Normally, individuals would not wade into a corner gas station and take canned goods without paying, but given that they were suddenly in a greatly changed situation, they established a norm that they felt was reasonable.

Once individuals find themselves in a situation ungoverned by previously established norms, they interact in small groups to develop new guidelines on how to behave. According to the emergent-norm perspective, crowds are not viewed as irrational, impulsive, uncontrolled groups. Instead, norms develop and are accepted as they fit the situation. While this theory offers insight into why norms develop, it leaves undefined the nature of norms, how they come to be accepted by the crowd, and how they spread through the crowd.

Value-Added Theory

Neil Smelser’s (1962) meticulous categorization of crowd behaviour, called value-added theory, is a perspective within the functionalist tradition based on the idea that several conditions must be in place for collective behaviour to occur. Each condition adds to the likelihood that collective behaviour will occur.

The first condition is structural conduciveness, which describes when people are aware of the problem and have the opportunity to gather, ideally in an open area. Structural strain, the second condition, refers to people’s expectations about the situation at hand being unmet, causing tension and strain. The next condition is the growth and spread of a generalized belief, wherein a problem is clearly identified and attributed to a person or group. Fourth, precipitating factors spur collective behaviour; this is the emergence of a dramatic event. The fifth condition is mobilization for action, when leaders emerge to direct a crowd to action. The final condition relates to action by the agents of social control. Called social control, it is the only way to end the collective behaviour episode (Smelser, 1962).

Let us consider a hypothetical example of these conditions. In structure conduciveness (awareness and opportunity), a group of students gathers on the campus quad. Structural strain emerges when they feel stress concerning their high tuition costs. If the crowd decides that the latest tuition hike is the fault of the chancellor, and that he or she will lower tuition if they protest, then growth and spread of a generalized belief has occurred. A precipitation factor arises when campus security appears to disperse the crowd, using pepper spray to do so. When the student body president sits down and passively resists attempts to stop the protest, this represents mobilization of action. Finally, when local police arrive and direct students back to their dorms, we have seen agents of social control in action.

While value-added theory addresses the complexity of collective behaviour, it also assumes that such behaviour is inherently negative or disruptive. In contrast, collective behaviour can be non-disruptive, such as when people flood to a place where a leader or public figure has died to express condolences or leave tokens of remembrance. People also forge momentary alliances with strangers in response to natural disasters.

Assembling Perspective

Interactionist sociologist Clark McPhail (1991) developed the assembling perspective, another system for understanding collective behaviour that credited individuals in crowds as rational beings. Unlike previous theories, this theory refocuses attention from collective behaviour to collective action. Remember that collective behaviour is a non-institutionalized gathering, whereas collective action is based on a shared interest. McPhail’s theory focused primarily on the processes associated with crowd behaviour, plus the life cycle of gatherings. He identified several instances of convergent or collective behaviour, as shown on the chart below.

As useful as this is for understanding the components of how crowds come together, many sociologists criticize its lack of attention on the large cultural context of the described behaviours, instead focusing on individual actions.

Social Movements

Social movements are purposeful, organized groups striving 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 movement. But from the anti-tobacco movement that has worked to outlaw smoking in public buildings and raise the cost of cigarettes, to uprisings throughout the Arab world, contemporary movements create social change on a global scale.

Despite their successes in bringing forth change on controversial topics, social movements are not always about volatile politicized issues. For example, the global movement called Slow Food focuses on how we eat as means of addressing contemporary quality-of-life issues. 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 National Action Committee on the Status of Women (NAC). Revolutionary movements seek to completely change every aspect of society. These would include Cuban 26th of July Movement (under Fidel Castro), the 1960s counterculture movement, as well as anarchist collectives. Redemptive movements are “meaning seeking,” and their goal is to provoke inner change or spiritual growth in individuals. Organizations pushing these movements might include Alcoholics Anonymous, New Age, or Christian fundamentalist groups. Alternative movements are focused on self-improvement and limited, specific changes to individual beliefs and behaviour. These include groups like the Slow Food movement, Planned Parenthood, and barefoot jogging advocates. 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 life cycle 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?

Referring to the ideal type stages discussed above, you can see that social media has the potential to dramatically transform how people get involved. Look at the first stage, the preliminary stage: people become aware of an issue and leaders emerge. Imagine how social media speeds up this step. Suddenly, a shrewd user of Twitter can alert thousands of followers about an emerging cause or an issue on his or her mind. 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 emerge as leaders. Suddenly, you do not need to be a powerful public speaker. You do not even need to leave your house. You can build an audience through social media without ever meeting the people you are inspiring.

At the next stage, the coalescence stage, social media also is transformative. Coalescence is the point when people join together to publicize the issue and get organized. The ability to organize without regard to geographical boundaries becomes possible using social media. In 2009, when student protests erupted in Tehran, social media was considered so important to the organizing effort that the U.S. State Department actually asked Twitter to suspend scheduled maintenance so that a vital tool would not be disabled during the demonstrations.

So what is the real impact of this technology on the world? Did Twitter bring down Mubarak in Egypt? Author Malcolm Gladwell (2010) does not think so. In an article in New Yorker magazine, Gladwell tackles what he considers the myth that social media gets people more engaged. He points out that most of the tweets relating to the Iran protests were in English and sent from Western accounts (instead of people on the ground). Rather than increasing engagement, he contends that social media only increases participation; after all, the cost of participation is so much lower than the cost of engagement. Instead of risking being arrested, shot with rubber bullets, or sprayed with fire hoses, social media activists can click “like” or retweet a message from the comfort and safety of their desk (Gladwell, 2010).

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 got too great — did not display any less ideological commitment. They lacked the strong-tie connection to other people who were staying. Social media, by its very makeup, is “weak-tie” (McAdam and Paulsen, 1993). People follow or friend people they have never met. While these online acquaintances are a source of information and inspiration, the lack of engaged personal contact limits the level of risk we will take on their behalf.

Theoretical Perspectives on Social Movements

Most theories of social movements are called collective action theories, indicating the purposeful nature of this form of collective behaviour. The following three theories are but a few of the many classic and modern theories developed by social scientists. Resource mobilization theory focuses on the purposive, organizational strategies that social movements need to engage in to successfully mobilize support, compete with other social movements and opponents, and present political claims and grievances to the state. Framing theory focuses on the way social movements make appeals to potential supporters by framing or presenting their issues in a way that aligns with commonly held values, beliefs, and common-sense attitudes. New social movement theory focuses on the unique qualities that define the “newness” of postmaterialist social movements like the Green, feminist, and peace movements.

Resource Mobilization

Social movements will always be a part of society as long as there are aggrieved populations whose needs and interests are not being satisfied. However, grievances do not become social movements unless social movement actors are able to create viable organizations, mobilize resources, and attract large-scale followings. As people will always weigh their options and make rational choices about which movements to follow, social movements necessarily form under finite competitive conditions: competition for attention, financing, commitment, organizational skills, etc. Not only will social movements compete for our attention with many other concerns — from the basic (our jobs or our need to feed ourselves) to the broad (video games, sports, or television), but they also compete with each other.

McCarthy and Zald (1977) conceptualize resource mobilization theory as a way to explain a movement’s success in terms of its ability to acquire resources and mobilize individuals to achieve goals and take advantage of political opportunities. For example, PETA, a social movement organization, is in competition with Greenpeace and the Animal Liberation Front (ALF), two other social movement organizations. Taken together, along with all other social movement organizations working on animals rights issues, these similar organizations constitute a social movement industry. Multiple social movement industries in a society, though they may have widely different constituencies and goals, constitute a society’s social movement sector. Every social movement organization (a single social movement group) within the social movement sector is competing for your attention, your time, and your resources.

Framing/Frame Analysis

The sudden emergence of social movements that have not had time to mobilize resources, or vice versa, the failure of well-funded groups to achieve effective collective action, calls into question the emphasis on resource mobilization as an adequate explanation for the formation of social movements. 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 (Benford and Snow, 2000; Goffman, 1974; Snow et al., 1986).

A frame is a way in which experience is organized conceptually. Imagine entering a restaurant. Your “frame” immediately provides you with a behaviour 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 behaviour template. It might be perfectly acceptable to eat in your pajamas, and maybe even throw popcorn at others or guzzle drinks from cans. Similarly, social movements must actively engage in realigning collective social frames so that the movements’ interests, ideas, values, and goals become congruent with those of potential members. The movements’ goals have to make sense to people to draw new recruits into their organizations.

Successful social movements use three kinds of frames to further their goals (Snow and Benford, 1988). The first type, diagnostic framing, states the social movement problem in a clear, easily understood way. When applying diagnostic frames, there are no shades of grey: 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. Any other concept of marriage is framed as sinful or immoral. Prognostic framing, the second type, offers a solution and states how it will be implemented. When looking at the issue of pollution as framed by the environmental movement, for example, prognostic frames would include direct legal sanctions and the enforcement of strict government regulations or the imposition of carbon taxes or cap-and-trade mechanisms to make environmental damage more costly. 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 Indigenous justice movement, a call to action might encourage you to join a blockade on contested treaty land.

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 a diversity of participants to the movement. For example, Carroll and Ratner (1996) argue that using a social justice frame makes it possible for a diverse group of social movements — union movements, environmental movements, aboriginal justice movements, gay rights movements,  anti-poverty movements, etc. — to form effective coalitions even if their specific goals do not typically align.

This frame alignment process involves 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 creating 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 and reduced pollution, plus reduced obesity from eating more healthfully, and other benefits.

In extension, social movements agree to mutually promote each other, even when the two social movement organization’s goals do not 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.

Transformation involves 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, they turned their attention to equal rights and campaigning to elect women. In short, it is an evolution to the existing diagnostic or prognostic frames generally involving a total conversion of movement.

New Social Movement Theory

New social movement theory emerged in the 1970s to explain the proliferation of postindustrial, quality-of-life movements that are difficult to analyze using traditional social movement theories (Melucci, 1989). Rather than being based on the grievances of particular groups striving to influence political outcomes or redistribute material resources, new social movements (NSMs) like the peace and disarmament, environmental, and feminist movements focus on goals of autonomy, identity, self-realization, and quality-of-life issues. As the German Green Party slogan of the 1980s suggests — “We are neither right nor left, but ahead” — the appeal of the new social movements also tends to cut across traditional class, party politics, and socioeconomic affiliations to politicize aspects of everyday life traditionally seen as outside politics. Moreover, the movements themselves are more flexible, diverse, shifting, and informal in participation and membership than the older social movements, often preferring to adopt nonhierarchical modes of organization and unconventional means of political engagement (such as direct action) (Burkowicz, 2014; Day, 2004; Graeber, 2009).

Sociology of the Future

Humans have long been interested in science fiction and space travel, and many of us are eager to see the invention of jet packs and flying cars. But part of this futuristic fiction trend is much darker and less optimistic. In 1932, when Aldous Huxley’s Brave New World was published, there was a cultural trend toward seeing the future as golden and full of opportunity. In his novel set in 2540, there is a more frightening future. Since then, there has been an ongoing stream of dystopian novels, or books set in the future after some kind of apocalypse has occurred and when a totalitarian and restrictive government has taken over. These books have been gaining in popularity recently, with some, such as Margaret Atwood’s The Handmaid’s Tale being used as a symbol for women in the United States as struggling in the 21st century against over the loss of their constitutional rights.

Science fiction, or social science fiction, as Isaac Asimov referred to stories that include a focus on future social dynamics, can also provide us with hope. As Ursula K LeGuin wrote, “Hard times are coming, when we’ll be wanting the voices of writers who can see alternatives to how we live now, can see through our fear-stricken society and its obsessive technologies to other ways of being, and even imagine real grounds for hope.” These stories can even provide fertile grounds for new social theories, as in the case of Octavia Butler’s book, The Parable of the Sower, which inspired adrienne marie brown (2017) to develop a new approach to bringing about social change known as Emergent Strategy.

We can never know what the future holds, but we do know that it will reflect whatever it is we do right now. As sociologist W.E.B. Du Bois exclaimed, “Now is the accepted time, not tomorrow, not some more convenient season. It is today that our best work can be done and not some future day or future year.”

Study Questions

1. What are some popular social movements today? Imagine how they may achieve success by applying sociological theories learned in this chapter.
2. Do you think social media is an important tool for promoting social change? Why, or why not? Defend your opinion. Now try defending the opposite view.
3. Can you think of a time when your behaviour in a crowd was dictated by the circumstances? Give an example of emergent-norm perspective, using your own experience.

References

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