Unit 4 - Social Movements

Social movement

refers to a group engaged in an organised effort to achieve social change

Social change

refers to the adjustments and fluctuations in views, values, norms and structures in society

Nature of social movements

is the context of the social movement and includes the type and stage of the movement as well as why it has come into being

Purpose of social movements

is its aims or the goals it wants to achieve

Types of social movements - alternative

seek to achieve limited change(s) within the individual

Types of social movements - alternative evidence

Stop the Coward Punch

- Founded by former boxer Danny Green in 2012

- Aims to prevent unprovoked assaults in order to “educate people of the risks, so they don’t make a choice they’ll regret for the rest of their lives” by raising awareness and promoting education

- In 2024, the Queensland Government committed $800,000 over four years to support the campaign’s curriculum-aligned lessons in secondary schools helping communities “work with law enforcement agencies” to reduce violence (Queensland Government, 2024)

- In conjunction with Perth Football League a “45 min online module” mandatory for “all players found guilty of striking” helping reduce the violence in football

Types of social movements - redemptive

advocate for major or radical change within an individual

Types of social movements - redemptive evidence

Alcoholics Anonymous

- AA provides support through group meetings and the Twelve Steps program, encouraging spiritual growth and long-term recovery

- In April 2025, AA celebrated its 80th anniversary in Australia with a national convention in Sydney, reinforcing its commitment to healing unity (AA Australia National Convention, 2025)

- The guiding principle is that “the only requirement for membership is a desire to stop drinking”

Types of social movements - reformative

seek to change a specific group or society in a limited way, focusing on a particular facet of the social structure to reform society as a whole

Types of social movements - reformative evidence

Animals Australia

- campaigns to ban live animal exports, submitting formal complaints to the Department of Agriculture, highlighting that “export companies cannot be trusted to act humanely or lawfully” (Animals Australia, 2024)

- Through petitions, media outreach and lobbying the movement aims to reform laws and public attitudes while working within existing political structures

- Attracting “thousands [of protesters] in every capital city” who through “caring eyes could see the suffering animals were enduring” (Animals Australia, 2025)

Types of social movements - revolutionary

advocate for a reorganisation of society as a whole, through seeking radical change to society

Types of social movements - revolutionary evidence

French Revolution

- Led to the overthrow of the monarchy, the execution of King Louis XVI, and the establishment of a republic

- Historical accounts describe how “the social and political structure of France was completely changed” through mass mobilisation and violent revolt (Britannica, 2025)

- A major change was that it became “a country ruled by the people” (Britannica, 2025)

Stages of social movements - emergence

is the first stage of a social movement. In this stage there is widespread discontent but little to no organisation

Stages of social movements - coalescence

is the second stage of a social movement. During this stage membership grows and strategies are formulated

Stages of social movements - bureaucratisation

is the third stage of a social movement. This stage is characterised by high levels of organisation, with strategy carried out within formal structures.

Stages of social movements - decline

is the final stage of a social movement, where the movement ends, either having achieved or failed to achieve its goals

Reasons for decline - success

a movement can decline due to achieving its own goals

Reasons for decline - success evidence

Australian Marriage Equality

- “Began in 2004, when a courageous group of individuals, from across Australia, formed the grassroots and trailblazing volunteer organisation, Australian Marriage Equality” (AME,2020)

- Emerging in response to former PM John Howard changing the Australian Marriage Act. He changed the law to exclude same sex couples

- “Together with so many passionate and committed people from across the country, Australian Marriage Equality achieved its goal in December 2017” (AME,2020)

- “In 2020, we officially wrapped up our work as an organisation” (AME,2020)

Reasons for decline - failure

movements that decline through failure are said to end due to failures within the organisation of the movement. This could be poor leadership, loss of momentum, members loosing interest, inadequate financial resources or internal conflicts over goals, tactics and strategies

Reasons for decline - failure evidence

Invisible Children social movement

- Founded in 2004 after the United Nations called the LRA crisis in Norther Uganda the “most forgotten, neglected humanitarian emergency in the world” (Invisible Children, 2020)

- Founded to change that specifically, widespread murder, child-sex slavery and abduction of young boys to fight as child soldiers

- In 2012, social movement leader Jason Russell released a powerful short film urging the global community to take action against Joseph Kony and his army, leading to “millions of people becoming committed to his capture” (Nine News 2017)

- The movement lost momentum and credibility when Russell had an “out-of-body experience” where he was “wandering the streets naked… and shouting erratically” (Nine News, 2017)

- The movement still exists. The Lord’s Resistance Army still exists. “In 2019, the LRA abducted more than 220 civilians and, according to Invisible Children’s conflict tracker, at least half were children” (Fox News,2020)

Reasons for decline - repression

occurs when authorities set out to control or destroy a social movement through either violent or legal measures, such as passing laws to intimidate members of a movement

Reasons for decline - repression evidence

African National Congress

- Former President of South Africa, Nelson Mandela was an anti-apartheid activist and leader of the African National Congress

- Formed to “eliminate apartheid the official South African policy of racial separation and discrimination. The ANC was banned from 1960 to 1990 by the white South African government, during these three decades it operated underground and outside South African territory” (Britanca,2020)

- Progress was repressed due to its leader Mandela being in prison for 27 years on charges of leading strikes and leaving the country illegally

Reasons for decline - co-optation

movements that are dependent on centralised authority or on charismatic leadership can see the movement decline through co-optation when the leader is recruited by the opposition with promises that they will be able to make changes from the inside. Co-optation can also occur if promises of money or prestige are accepted at the expense of the goals of the movement

Reasons for decline - co-optation evidence

RSPCA Australia

- Purpose ad being the leading authority in animal care and protection and to prevent cruelty to animals by actively promoting their care and protection

- RSPCA has been heavily criticised by Animal Rights and Vegan groups in Australia for allowing businesses that breed animals to be killed for food

- Claiming to care for “all creatures great and small” their actions show otherwise as they profit from animal abuse with their fraudulent “RSPCA approved” scheme

- “Every year, the RSPCA hosts the Million Paws Walk” encouraging people to bring their dogs to “fight animal cruelty and raise funds for the organisation” The event however promotes and causes “animal cruelty as countless pigs are killed and served up on a BBQ along with the eggs of abused chickens” (ALV,2016)

Reasons for decline - establishment within the mainstream

if a movement's goals or ideologies are adopted by the mainstream, there is no longer a need for the movement

Reasons for decline - establishment within the mainstream evidence

The Greens

- Founded by Bob Brown in the early 1980s as he “and many others protested the damming of the Franklin River in Tasmania” “Franklin River hydroelectricity scheme engaged a movement of people passionate for preserving Australia’s environment”

- “The Greens movement quickly gained momentum” “The Greens not only speak for the environment but also on behalf of people who are disadvantaged in our society”

- Today there are over 100 politicians across a local, state and federal government

- The Greens have evolved now seen as a mainstream political party with a broad range of social concerns, viewed as an established group within Australian society with legitimate concerns

Power

is the ability to impose one’s will on others, even if they resist in some way

Power context

- In 1959, French and Raven identified 5 types of power; reward, coercive, referent, legitimate and expert

- Later adding a 6th; informational

Types of power - reward

is based on the ability to provide a positive incentive (reward)

Types of power - coercive

is based on the ability to provide a consequence for non-compliance

Types of power - legitimate

is based on the belief that a person has the formal right to make demands

Types of power - referent

is based on identification with, attraction to or respect for the leader. This can include people with large followings or strong reputations

Types of power - expert

is power based on having superior insight, knowledge or abilities

Types of power - informational

is based on the ability to control the information others need to accomplish their goals

Influences of social movements on social change - violence

refers to the use or involvement of physical force intended to hurt, damage or kill someone

Influences of social movements on social change - non-violent resistance

is a method of struggle in which unarmed people confront adversaries by using collective action including protests, demonstrations, strikes and non-cooperation

Influences of social movements on social change - non-violent resistance - Erica Chenoweth evidence

- In 2011, Chenoweth looked at 323 violent and non-violent resistant campaigns from 1900 to 2006

- Non-violent movements achieved twice the rate of success (53% to 24%)

- These movements utilised public support, media coverage, legal and policy change and built alliances, valuing inclusivity and were 6 times more likely to achieve full success

Influences of social movements on social change - mass mobilisation

refers to the organised efforts of bringing together a large number of people to actively participate in a movement

Influences of social movements on social change - mass mobilisation - Erica Chenoweth evidence

- mass mobilisation is a non-violent tactic

- They found that 3.5% of a relevant population can lead to real political change

Animals Australia

- Founded in 1980 by Peter Singer and Christine Townend

- Animal protection organisation and registered charity whose campaign to Ban Live Export aims to create “a world where animals are treated wit compassion and respect and are free from cruelty” (AA,2025)

- Their purpose of the Ban Live Export campaign is to influence the federal government to legislate enforcing a ban on the “cruel trade” so that Australian animals are not being slaughtered in “countries with no effective animal welfare laws in place” (AA,2025)

Animals Australia - how power is exercised - investigations - coercive power

- AA investigators used hidden cameras, deception and sometimes trespassing to obtain footage of sheep suffering on live export ships.

- This aligns with coercive power as it exerts social and political force on both government and companies by exposing unethical practices.

- Evidence: Faisal Ullah’s 2018 footage of 63,000 sheep showed animals crammed in dirty pens, with 2,400 dying en route—well above the 2% reportable mortality rate (The Guardian, 2018)

Animals Australia - how power is exercised - investigations - informational power

- By publicising graphic images of sheep suffering from heat stress and overcrowding, Animals Australia generates strong public and parliamentary reactions.

- This reflects informational power, as awareness pressures policymakers to act.

- Evidence: Liberal MP Sussan Ley, once supportive of the trade, changed her stance in 2018, calling it “a shame and a stain on our international reputation,” and introduced a private member’s bill to stop exports.

Animals Australia - how power is exercised - investigations - expert power

- Animals Australia incorporates expert opinions within their investigations to strengthen the credibility of claims about animal suffering.

- This use of specialised knowledge demonstrates expert power, as expertise influences public trust and policy debates.

- Evidence: Animals Australia states its investigations have forced “an unprecedented level of public and political scrutiny and accountability” on live export companies (AA website,2025)

Animals Australia - how power is exercised - activism - legitimate power

- Animals Australia exercises legitimate power by using democratic rights such as protests, petitions, and legal submissions to pressure government decision-making.

- This is legitimate because it operates within recognised political structures.

- Evidence: In 2018, around 1,000 people in Adelaide joined a National Day of Action, with thousands more protesting across major cities calling for a ban on live exports (AA website, 2025).

Animals Australia - how power is exercised - activism - informational power

- Through petitions, protests, and media campaigns, Animals Australia spreads knowledge about the suffering animals endure in live exports, creating public awareness that drives participation.

- This reflects informational power, as citizens act after being informed.

- Evidence: Over 600,000 Australians signed online petitions organised by Animals Australia to protect sheep, cattle, and goats from live export cruelty (AA website,2025).

Animals Australia - how power is exercised - activism - expert power

- Animals Australia leverages the expertise of professionals in animal welfare to strengthen credibility and influence.

- This is expert power as specialist knowledge validates claims and encourages wider support.

- Evidence: Dr Lynn Simpson, who served as an on-board vet for 57 export voyages, provided firsthand evidence of injuries, heat stress, and suffering endured by animals (Perth Now, 2019).

Animals Australia - how power is used by it’s opposition - National Farmers’ Federation (NFF) - context

- The NFF founded in 1979 focuses on influencing public policy to support farmers

- The NFF is the leading advocacy organisation representing the interests of Australian farmers and the broader agricultural sector

- The NFF has consistently opposed the 2028 ban of live sheep exports. They believe that the practice should continue with animal welfare protocols in place.

 - The NFF are concerned that a ban would financially and socially devastate rural communities; as well as the Western Australian, Northern Territory, and national economies.

Animals Australia - how power is used by it’s opposition - National Farmers’ Federation (NFF) - reward power

- This has been enacted by the NFF highlighting economic benefits of the industry for the broader Australian economy. “Live sheep exports by sea … worth around $77 million in 2023” (The Conversation, 2024). By emphasising the financial gains for farmers and the broader agricultural sector, the NFF has been able to garner support from stakeholders who benefit directly from the continuation of live exports. This approach underscores the potential rewards, such as increased income and job security, which resonate strongly with those involved in the industry or who care about rural interests.

Animals Australia - how power is used by it’s opposition - National Farmers’ Federation (NFF) - informational & legitimate power

- This method is evident in their efforts to educate the public and policymakers about the potential negative impacts of the live export ban. Their concerns have been shared across an array of social media sites, with many truck drivers painting the #KeeptheSheep campaign statement on their vehicles. A petition directed to Prime Minister Anthony Albanese has close to 80,000 signatures. The NFF’s campaign has motivated farmers and their supporters to participate in multiple protest rallies in Western Australia (legitimate power).

Animals Australia - how power is used by it’s opposition - National Farmers’ Federation (NFF) - expert power

- NFF president David Jochinke said there was widespread dismay over the passing of the legislation.  "Farming communities have been sold out for political gain, and they're gutted.’ (ABC, 2024)

Animals Australia - social change - context

- Animals Australia (AA) has significantly influenced attitudes towards live export, but legislative progress remains partial. While the Albanese Government announced live sheep exports will end in May 2028, cattle and goat exports remain unaffected. Evidence: Live goat exports generated $16.1 million in 2023, while live cattle exports increased by 12% (Meat and Livestock Australia).

- Despite these limitations, AA claims a substantial impact, stating sheep exports have fallen from 6 million annually to around 500,000 since their first investigation.

Animals Australia - social change - evidence federal government

- In 2018, the Federal Government suspended the license of Emanuel Exports after footage revealed severe animal suffering. Evidence: Although reinstated in 2021, this suspension marked a rare government crackdown on the industry.

- In May 2024, Minister Watt announced the Albanese Government’s decision to end live sheep exports by sea from 1 May 2028, supported by a $107 million transition package. Evidence: The Export Control Amendment (Ending Live Sheep Exports by Sea) Bill 2024 has since passed both Houses of Parliament.

Animals Australia - social change - evidence attitudes of politicians

- In 2018, Liberal MP Sussan Ley opposed the trade, introducing a private member’s bill to permanently end live sheep exports. Evidence: She stated, “I want to see this live sheep trade permanently cease and I will use as much as I can the forums of the parliament … to help legitimise this.”

- However, Ley’s stance shifted after becoming Deputy Leader of the Liberal Party in 2022. Evidence: In 2023, she reassured WA farmers that welfare reforms “had indeed been implemented.”

Animals Australia - social change - connection to Erica Chenoweth non-violence

- Animals Australia has relied on non-violent methods such as protests, petitions, investigations, legal action, and media campaigns. Evidence: Campaign director Lyn White declared, “We will achieve reform through peaceful means.”

- Chenoweth’s framework stresses inclusivity and mass mobilisation. While AA has 1.6 million Facebook followers (above the 3.5% threshold for influence in Australia), Chenoweth would argue that sustained mobilisation is needed, beyond petitions and online support.