What do we want? Examining the motivating role of goals in social movement mobilization

Abstract

The main purpose of any social movement organization is to achieve the goals of its followers. Little is known, however, about what type of goals disadvantaged group members strive to reach and which of those may motivate them to join a social movement organization. Using a door-to-door survey (N = 351), we investigated the mobilizing effects of goals among inhabitants of the North of the Netherlands that are adversely affected by gas-extraction induced earthquakes. We distinguished between collective (e.g., reduce gas extraction) versus individual goals (e.g., financial compensation), and outcome versus means goals (e.g., influence policy-makers). Moreover, we examined how perceptions of shared opinions with other affected citizens versus with people who are not negatively affected by gas extraction motivate the inhabitants to join a movement and attach importance to different goals. Our results indicate the existence of two pathways for potential mobilization: the first one through the perceptions of shared grievances, which can motivate people to join the movement and pursue collective solutions; and a second one through the perceptions of deprivation, which can motivate people to exert influence on power holders by joining a movement. Individual outcome goals were important but did not motivate disadvantaged citizens to join a social movement organization. We discuss the role of goals as a link between individual level and meso level factors for movement mobilization and collective action.

Engaged minority or quiet majority? Social intentions and actions related to offshore wind energy development in the United States

“…In contrast to the engaged minority, the quiet majority may be time-constrained as these residents are more likely to be employed full-time and have children under the age of 18 living at home. As a result, quiet majority residents, both those opposed and supportive, likely have less availability during the workday [53], might feel that they lack the time necessary to participate, may prioritize their limited time differently than engaged minority residents [2], may prioritize other goals [54], or may experience conflicting sense of urgency [55]. These findings follow existing public participation patterns in community meetings related to natural resource management, where attendees are often older and wealthier than the population they are meant to represent [56,2].…”