Fitting Demand and Supply: How Identification Brings Appeals and Motives Together

In this article, participants in two demonstrations are compared. The demonstrations took place in two different squares in Amsterdam, on the same day, opposing the same governmental policy. Everything was the same except the organizers and their appeals: labor unions with an appeal in terms of threatened interests, on the one hand, and an anti-neoliberalism alliance with an appeal in terms of violated principles on the other. We hypothesize that social cleavages shape mobilizing structures and mobilization potentials. Thereby, this study takes an important yet rarely tested assumption in social movement literature seriously: namely, that grievances are socially constructed. If indeed grievances are socially constructed, one would expect that organizers rooted in different cleavages issue different appeals that resonate with different motives. What made individuals who were protesting the same governmental policy participate in one square rather than in the other? Organizational embeddedness, identification, and appeals that resonate with people's grievances provide the answer to that question. To test our hypotheses, we conducted surveys at both demonstrations; survey questionnaires were randomly distributed. The findings supported our assumptions regarding the influence of the diverging mobilizing contexts on the dynamics of protest participation and revealed the crucial role of identity processes.