Why Individuals Join Social Movements: Key Theories

Introduction to Social Movements

In the democratic systems that the majority of countries now possess, the frequency and intensity of social movements have become even more evident than in previous centuries. In general, social movements can be defined as broad social alliances of people who are connected through their shared interest in blocking or effecting social change. The majority of social movements are not completely organized, nor do they have a centralized infrastructure; rather, they are a diverse mix of individuals who share common interests. Sociologists have developed many theories to explain why individuals join social movements. The following analysis examines these prevalent theories to develop a greater understanding of individual motivation in the context of collective action.

Deprivation Theory

One of the most prominent theories within this arena is deprivation theory, which argues that social movements are initiated when individuals feel they have been deprived of a good or resource they believe they should possess. Dr. Morrison, one of the prominent advocates of this theory, argues that social movements organized around deprivation are most likely to succeed because all participants share a common cause — each feels deprived of a good, service, or comfort and will therefore rally around a movement to help them recover their losses. Although this theory is persuasive on many levels, many critics have discredited it on the grounds that individuals face deprivation on a daily basis yet do not consistently form social movements. It can therefore be argued that while deprivation may be one core reason a social movement forms, it is not the decisive "lynchpin" issue that, by itself, causes individuals to join social movements.

Mass Society Theory

Another widely cited theory that accounts for why individuals join social movements is mass society theory. This theory argues that individuals are motivated by the desire for communal cohesion. Contemporary society is too large and impersonal for individuals to feel significant, and so, in order to feel both meaningful and connected to society's broader structures, they form or join social movements. Social movements thus provide both a sense of empowerment and a sense of belonging that individuals crave within modern society. On a conceptual level this theory is compelling because it addresses how individuals respond to the circumstances of mass society; however, the reality is that few individuals explicitly join a cause in search of social cohesion. Studies conducted on recent social movements showed that the most likely scenario for an individual joining a social group involves having a friend or associate who is already a member of that group.

Conclusion

There cannot be one specific motivating factor explaining why individuals join social movements; their reasons are many and varied. Some individuals are motivated by personal experiences of difficulty or deprivation, while others are drawn by the sense of communal will that social movements express. In order for real change to be initiated, a combination of all these factors must come together at the right moment. When individual motivation converges with chance catalysts and a receptive social environment, causes can become ignited and result in massive changes at the societal level.

References

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Cohen, Jean L. (1985). Strategy or identity: New theoretical paradigms and contemporary social movements. Social Research, 52(4), 663–716.

Klandermans, Bert. (1997). The Social Psychology of Protest. Oxford: Blackwell Publishers.

Klandermans, Bert (Ed.). (1989). Organizing for Change: Social Movement Organizations in Europe and the United States. Greenwich, CT.