Reclaiming,proclaiming, and maintaining collective identity in the #YoSoy132 movement in Mexico: an examination of digital frontstage and backstage activism through social media and instant messaging platforms

This article starts from the recognition that digital social movements studies have progressively disregarded collective identity and the importance of internal communicative dynamics in contemporary social movements, in favour of the study of the technological affordances and the organizational capabilities of social media. Based on a two-year multimodal ethnography of the Mexican #YoSoy132 movement, the article demonstrates that the concept of collective identity is still able to yield relevant insights into the study of current movements, especially in connection with the use of social media platforms. Through the appropriations of social media, Mexican students were able to oppose the negative identification fabricated by the PRI party, reclaim their agency and their role as heirs of a long tradition of rebellion, generate collective identification processes, and find ‘comfort zones’ to lower the costs of activism, reinforcing their internal cohesion and solidarity. The article stresses the importance of the internal communicative dynamics that develop in the backstage of social media (Facebook chats and groups) and through instant messaging services (WhatsApp), thus rediscovering the pivotal linkage between collective identity and internal communication that characterized the first wave of research on digital social movements. The findings point out how that internal cohesion and collective identity are fundamentally shaped and reinforced in the social media backstage by practices of ‘ludic activism’, which indicates that social media represent not only the organizational backbone of contemporary social movements, but also multifaceted ecologies where a new, expressive and humorous ‘communicative resistance grammar’ emerges.     

COLLECTIVE IDENTITY IN THE STRAIGHT EDGE MOVEMENT:

Although social movement scholars generally study movement organizations, a great deal of significant collective action occurs in diffuse, noninstitutional contexts. This article uses the straight edge movement to explore the less structured aspects of movement activity and discuss the roles collective identity plays in diffuse movements. The straight edge collective identity promotes individual action within the context of a commitment to a strong identity. This paper shows how a strong collective identity is the foundation of diffuse movements, providing "structure," a basis for commitment, and guidelines for individualized participation. Finally, the article demonstrates that organizational conceptualizations of social movements fail to capture important avenues of cultural protest.     

Music and Social Movements

Music is a key component of social movements. This article addresses the relationship between music and social movements through four foci: collective identity, free space, emotions, and social movement culture. Collective identity is developed and nurtured within free spaces through the use of music. These spaces are often rife with emotions that are instrumental in development of collective identity. A social movement culture may develop as these processes unfold. Music is part of this culture and serves as an important mechanism for solidarity when participants move beyond free spaces to more contested ones. Examples of song lyrics demonstrate these processes. Research on music and social movements, it is argued here, can be enhanced by addressing technology and popular culture.     

Collective Identity in Social Movements: Central Concepts and Debates

The concept of collective identity has been used extensively by social movement scholars seeking to explain how social movements generate and sustain commitment and cohesion between actors over time. Despite its wide application, collective identity is a notoriously abstract concept. This article focuses on the use of the concept in the literature on contemporary social movements and offers a comprehensive theoretical overview. The central elements of collective identity in the social movement literature are developed, and some key differences in interpretations are highlighted. Finally, some contemporary debates around the continuing usefulness and limitations of the concept of collective identity are explored, with a special emphasis on the challenges of applying the concept to movements that define themselves in terms of heterogeneity, diversity and inclusiveness.     

Double‐edged swords? Collective identity and solidarity in the environment movement1

Perhaps by virtue of its theoretical slipperiness, collective identity is often hailed as an important feature of social movements for the role it plays in unifying activists and organizations, and so helping them to develop shared concerns and engage in collective action. However, this paper argues that collective identity is the result of group rather than movement level processes, and although it can unite activists within a single movement organization, it is not always beneficial for the broader social movement. Although movements consist of networks of activists and organizations that have a broad shared concern, differing collective identities within the movement can actually be quite divisive. Based on case studies of three organizations in the environmental movement, this paper shows that activists who are most committed to an organization with an encompassing collective identity develop a strong sense of solidarity with other activists similarly committed to that organization. The resultant solidarity leads to the construction of a 'we-them' dichotomy between organizations within the same movement, increasing the chances of hostility between organizations and factions within the movement.     

Social Movement Strategy,Tactics, and Collective Identity1

Tactical choices and their execution are closely related to the construction of collective identities in social movements. Studying collective identity has helped scholars understand why people participate in collective action, but the array of tactics that constitute action has not been fully explored. An emerging interest in culture and strategy that situates social movement actors in a field of contention with opponents, allies, and bystanding publics raises questions about the tactics that are used and the construction of collective identity, which is formed in interaction with others. Strategies and tactics reflect collective identities but also provide opportunities for reaffirming or challenging them. Innovative methods can create tension as activists work to resolve what they do with who they feel they are. Conflict studies, nonviolent action studies, and sociological research using concepts such as framing, discourse, protest events, and tactical repertoires offer tools with which to bridge tactics and collective identity.     

Social Movement Endurance: Collective Identity and the Rastafari

In this paper we argue that a movement's longevity depends on its ability to develop and sustain a strong sense of collective identity. We investigate social movement endurance by examining the Rastafari, whose membership is comprised primarily of disadvantaged Jamaicans of African descent. While many social movements fade after a short-lived peak, the Rastafari not only has persisted, but it also has become globally important. Despite its radical posture and its perceived threat to the Jamaican established order, the movement has prevailed for more than six decades. On the basis of a number of concepts derived from different theoretical traditions in social movement theory, we examine the dynamic processes involved in the construction of collective identity among the Rastafari. We are particularly interested in the concepts of "cognitive liberation,""movement culture/boundary structure," and "the politics of signification." These concepts allow us to describe and analyze the key dimensions of the Rastafarian collective identity. This framework, we argue, enhances our understanding of collective identity as well as the processes contributing to social movement longevity.     

The Queer Sisters and its Electronic Bulletin Board

This paper explores the impact of the Internet on offline social movement mobilization from the perspective of identity building. It is based on a case study of a women's group in Hong Kong, the Queer Sisters, and the bulletin board it created on the World Wide Web. Content analysis, an online survey, interviews and observation conducted between September 1999 and December 2000 found that the bulletin board helped to foster a sense of belonging to the Queer Sisters among participants. Bulletin board participants also shared a culture of opposition to the dominant order. But a collective consciousness was absent, so the bulletin board fell short of building a collective identity among its participants. This paper, however, argues that the absence of a collective identity on the bulletin board is the result of the way the board was administered, constrained by the resources and the aims of the Queer Sisters. It suggests that the potential for the Internet to build collective identities for social movements differs for different types of social movements.     

The rise and fall of collective identity in networked movements: communication protocols,Facebook, and the anti-Berlusconi protest

This paper explores the impact of communication protocols on the development of collective identity in networked movements. It focuses primarily on how communication protocols change patterns of interactions and power relationships among the constituents of social movements. The paper suggests that the communication protocols of commercial social networking media lead to organizational centralization and fragmentation in social movements by eroding one of the preconditions of collective identity, namely solidarity. The empirical material presented is part of a PhD dissertation on a political protest movement and their use of Facebook as a core communication and organizational platform. The data gathering is multi-methodological and relies on both qualitative and quantitative data collection techniques in the form of a historical analysis of interaction patterns, and a content analysis of online conversations among activists.     

Haunted by the specter of communism: Collective identity and resource mobilization in the demise of the Workers Alliance of America

This article seeks to integrate identity-oriented and strategic models of collective action better by drawing on Pierre Bourdieu’s theory of classification struggles. On the one hand, the article extends culture to the realm of interest by highlighting the role collective identity plays in one of the key processes that strategic models of collective action foreground: the mobilization of resources. The article extends culture to the realm of interest in another way as well: by challenging the notion that labor movements are fundamentally different from or antithetical to the identity-oriented new social movements. On the other hand, the article also extends the idea of interest to culture. Rather than viewing collective identity as something formed prior to political struggle and according to a different logic, I show that collective identity is constructed in and through struggles over classificatory schemes. These include struggles between movements and their opponents as well as struggles within movements. The article provides empirical evidence for these theoretical claims with a study of the demise of the Workers Alliance of America, a powerful, nation-wide movement of the unemployed formed in the United States in 1935 and dissolved in 1941.     

Mobilizing Memory: Bolivia's Enduring Social Movements

In Bolivia, the most indigenous of South American countries, powerful social movements have drawn on collective memory to build effective coalitions across significant differences in ethnic identity and awareness, class consciousness, generations and regions. We contend that this deployment of memory to strengthen protest identities is reinforced by pervasive indigenous cultural practices. Deeply rooted in oral storytelling, perceptions of time, place and a reverence for ancestors, collective memories help bring the past into the present, and create responsibilities to those who came before. The result is a mutually constituting relationship between memory and activism, where an instrumental construction of collective memories serves to provide shared meanings to divergent movements. We suggest that scholars of social movements could deepen their analysis by interrogating rather than normalizing the cultural backdrops that movements operate within.     

Creating Cohesion from Diversity: The Challenge of Collective Identity Formation in the Global Justice Movement*

Collective identity formation is important because it plays a crucial role in sustaining movements over time. Studying collective identity formation in autonomous groups in the Global Justice Movement poses a challenge because they encompass a multiplicity of identities, ideologies, issues, frames, collective action repertoires, and organizational forms. This article analyzes the process of collective identity formation in three anti‐capitalist globalization groups in Madrid, Spain, based on 3 years of ethnographic fieldwork. The author argues that for new groups practicing participatory democracy the regular face‐to‐face assemblies are the crucial arena in which collective identity can form and must be both effective and participatory in order to foster a sense of commitment and belonging. The article raises the possibility that scholars should consider what seems to be an oxymoron: the possible benefits of “failure” for social movements.     

Political Elites and the Culture of Social Movements

While sociologists have paid a great deal of attention to how political elites matter for the emergence and development of social movements, they have focused less explicitly on how political elites matter for the culture of social movements. This essay reviews work that directly and indirectly addresses this relationship, showing how political elites matter for various aspects of movement culture, like collective identity and framing. It also reviews literature that suggests how movement culture comes to impact political elites. The essay concludes by drawing from very recent scholarship to argue that to best understand political elites and the culture of social movements, we need to think about culture and structure as intertwined and to understand how relations matters in the construction of meaning.     

The Formation and Manipulation of Collective Identity: A Framework for Analysis

This paper is concerned with how people involved in ‘local’ protest might come to see themselves as part of wider social groupings and even global forces of resistance. An ethnographic study of the No M11 Link Road Campaign in London examines participants' definitions of their collective identity boundaries at different stages of involvement. Cross-sectional material from the beginning and later in the campaign shows that there was a transformation in collective identity boundaries towards a more inclusive definition of ‘community’. Analysis of participants' accounts before and after involvement in the eviction of a tree suggests the role of conflict with the police in producing an oppositional definition of the collective identity, facilitating links to other groups in resistance to illegitimate authority. Finally, biographical material indicates the implications of transformed identity boundaries for co-action with wider social groups. It is argued that the same intra- and inter-group processes that determine how identity boundaries extend to include a broader community might account for how people come to see themselves as part of a global social movement.     

Clothing and social movements: Tibet and the politics of dress

The ‘cultural turn’ in social movement studies has brought a renewed outlook on new social movements and lifestyle movements. In this development on the symbolic challenge of contemporary movements, research has expanded to both music and art. However, little is known about the role of clothing in movements and how activists use it for social change. In making the case for a greater consideration of clothing’s tactical use in identity work, this paper explores the case of the Tibetan Lhakar movement. I argue that for Lhakar activists, clothing is the materialization of the political consciousness of the movement and symbolically acts as a mechanism of communication in shaping its political goals. By using social media to observe individualized collective actions of wearing Tibetan clothing, the paper demonstrates how activists frame and create new political opportunity structures for civic participation in a one party state that controls all speech and movement.     

PARTICIPANT NARRATIVES AND COLLECTIVE IDENTITY IN A METAPHYSICAL MOVEMENT

In this article we explore social movement solidarity through an examination of narratives offered by participants in a metaphysical movement. Drawing from contemporary social movement theory, we focus on how members develop a carefully built collective identity that perpetuates movement goals and ideology. Data for this project are drawn from in-depth interviews with local psychics, participant observation in various metaphysical fairs, and document analysis. We find that the movement's collective identity is centered around several narratives that help establish boundaries, identify antagonists, and create a collective consciousness. Together these narratives form a web of belief that binds members to the movement. The data we present in this article have implications for understanding other expressive movements, as well as for social movement theory in general.     

Theorizing Meaning Construction in Social Movements: Symbolic Structures and Interpretation during the Irish Land War, 1879–1882

Though the process of meaning construction is widely recognized to be a crucial factor in the mobilization, unfolding, and outcomes of social movements, the conditions and mechanisms that allow meaning construction and cultural transformation are often misconceptualized and/or underanalyzed. Following a "tool kit" perspective on culture, dominant social movement theory locates meaning only as it is embodied in concrete social practices. Meaning construction from this perspective is a matter of manipulating static symbols and meaning to achieve goals. I argue instead that meaning is located in the structure of culture, and that the condition and mechanism of meaning construction and transformation are, respectively, the metaphoric nature of symbolic systems, and individual and collective interpretation of those systems in the face of concrete events. This theory is demonstrated by analyzing, through textual anlaysis, meaning construction during the Irish Land War, 1879–1882, showing how diverse social groups constructed new and emergent symbolic meanings and how transformed collective understandings contributed to specific, yet unpredictable, political action and movement outcomes. The theoretical model and empirical case demonstrates that social movement analysis must examine the metaphoric logic of symbolic systems and the interpretive process by which people construct meaning in order to fully explain the role of culture in social movements, the agency of movement participants, and the contingency of the course and outcomes of social movements.     

How can stigma contribute to our understanding of the formation and mobilization of collective identities in health social movements?

Scholars across several theoretical traditions have become increasingly interested in understanding the underlying factors and mechanisms that contribute to the formation and mobilization of collective identities in health social movements (HSMs). In this essay, I make the case that stigma can serve as a useful theoretical and conceptual framework in understanding the processes through which collective identities emerge and mobilize around health‐related issues. I begin by introducing the concepts of HSMs, collective identity and stigma and reviewing how scholars have defined these concepts. Next, I establish theoretical, conceptual, and empirical links among stigma, collective identity, and HSMs. I conclude by further specifying how and why stigma can serve as a unifying framework for medical sociologists, social psychologists, and social movement researchers to advance scholarship on HSMs.     

Using humanist sociology in the classroom

This essay examines the nature, organization, and activities of humanist sociology from an interventionist perspective as I used it within my sociology and criminology classes. While sociological humanism stresses the role of human agency (Ballard 1987; Zald 1991), identity (Stone 1988), reflexivity (Friedrichs 1987; Homan 1986), and social structure in determining and defining a social activity such as teaching, standard discussions of sociological humanism neglect to discuss how social agency can be taught in the classroom and beyond (McClung Lee 1976, 1988). My argument is that sociological humanism should be understood as more than individual appreciation of identity or liberal reformist political perspectives. The future of sociological humanism must become part of a critical interventionism to attack social forms of domination and oppression both inside and outside of the classroom. I demonstrate how some of this can be accomplished while examining my own teaching practices. Assistant professor of sociology at the University of Dayton and also an affiliate of their Criminal Justice Studies Program.     

Overcoming a collective action frame in the remaking of an antinuclear opposition

Recent research on social movements considers collective action frames and collective identities to be resources or achievements of social movement activity because they symbolicly link individuals to a collective cause. This paper maintains that a collective action frame operates at a sociocultural level and can be redefined by groups external to a movement. Nuclear power proponents worked to suppress the first cycle of protest against nuclear plants by redefining the movements' collective identity, such that individuals were unable to recognize movement organizations as representative of their interests. Citizens within the Ten Mile Radius, a group opposed to the licensing of the Seabrook nuclear power plant, initiated a second cycle of protest by overcoming the collective action frame imposed on the movement. This case suggests that the articulation and the representation of dissent is constrained due to the inability of social movement groups to retain control over their own collective identity. An earlier version of this paper was presented at the Eastern Sociological Society annual meeting, Baltimore, Maryland, April 1994.