Social Development & Social ChangeModule 1

Social Development: BackgroundModule 1.1

Development

The upward directional evolution of society towards greater levels of:EnergyEfficiencyQualityProductivityComplexityComprehensionCreativityChoiceMasteryEnjoymentAccomplishment

Growth vs. Development

Different phenomena, subject to different laws

Growth = expansion of existing types and forms of activities

Development = a qualitative enhancement

Social Development

Social development is driven by the subconscious aspirations of society

Society – and individuals –seek progressive fulfilment of a prioritized hierarchy of needs

Maslow’s Hierarchy of Needs

Energy and Breakthrough

1. Potential human energy restrained

Through cultural values, social beliefs, political structures and physical security

2. Stage of readiness of society

3. New opportunity or challenge

4. Expression of surplus energy

5. Organized activity

6. Potential to achieve change

7. Collective will (critical mass)

8. Social Change

Institutionalizing Change

Official structures

Legislation

Enforcement

Transmission by education

Cultural transmission by family

Learning & Application

Two related aspects to social development:

Learning/Discovery

– expands consciousness

Application

– provides understanding and recognition of ability to make change

Sources of Cultural Change

Invention– creating new ideas,

products, social patternsDiscovery

– finding something newDiffusion

– spreading ideas to other societies

Civil Society

Reflect the gap between aspirations and present reality

Large gap develops many organizations

Pivotal role in promoting change

Disenfranchisement leads to mobilization

Public policy discussion and education

Alliance building

Pioneers

Subconscious preparedness of society

Surplus energy

Give voice to society’s subconscious aspirations

Pioneers cont.

Levers/spearheads for collective advancementNew ideas, new skills, new activitiesBreaks out of existing moldAre agents for social changeIf society is ready

Multiplier Effect

If society is ready, the pioneer gains followers

Public awareness grows

Issue climbs up ‘hierarchy of needs’

Mass media interest

Other groups adopt issue

Critical mass

Be the Change!

Social Change Movements

Module 1.2

Definition

‘A social movement is a conscious, collective, organized attempt to bring about or resist large-scale change in the social order by non-institutionalized means.’

Types of Social Movement

Reform

Revolutionary

Resistance

Expressive

Seeks to change individuals through self-expression

Range of Change

•Alterative

•Redemptive

•Reformative

•Revolutionary

Dynamic of Social Movements

Initiating event

Spreading knowledge

Spreading activism

Mobilizing

Organizing

Stages of Social Movement

Social movements have a lifecycle, and move through various stages e.g.

Incipiency/birth

Coalescence

Institutionalization or

Fragmentation

Social Movement Stages

Social Movement Tactics

Social movement tactics include:

Negotiation

Direct action

Events/media stunts

Demonstrations

Propaganda

Strikes, boycotts, non-cooperation

Civil disobedience

Parallel structures

Inspiring Social Change Movements

Until justice rolls down like water…

and righteousness like a mighty stream. -Martin Luther King

Gandhi and Non-Violence

Gandhi developed philosophy of non-violent action, which spread worldwide

Inspirations: Tolstoy, Thoreau, Bhagavad-Gita etc.

Moral opposition to immorality

Passive resistance

Civil disobedience

Satyagraha (truth and firmness

or ‘soul force’)

Non-Violence

Six strategic steps:

Investigate

Negotiate

Educate

Demonstrate

Resist

Be patient

U.S. Civil Rights Movement

Movement for racial equality, which had two clear strands:

Reform

Southern Christian Leadership Council; Martin Luther King Jr.

Revolutionary

The Black Panthers, Malcolm X

Martin Luther King’s non-violent protest was the dominant force in the movement

He spent a month in India, studying Gandhi’s techniques

Martin Luther KingThe major principles of King’s non-

violence movement were:

Non-violence is a way of life for courageous people

Non-violence seeks to win friendship and understanding

Non-violence seeks to defeat injustices, not people

Non-violence holds that suffering for a cause can

educate and transform

Non-violence chooses love instead of hate

The universe is on the side of justice and right will

prevail

King’s TacticsSit-Ins

E.g. at ‘whites-only’ lunch counters

Freedom Riders

Riding segregated buses across the South

Demonstrations and Marches

Police tactics (dogs, horses, cattle prods) addedweight to the cause

Feminist Movement

Two main waves:

1st wave

Right to vote, own property,

divorce (to 1920)

2nd wave

Extension of civil rights – owning credit card,equal rights, equal pay, education, reproductiveand health rights, women in politics

Suffragettes

Movement started peacefully

Frustration led to direct action and radical tactics:

Abuse shouted from boats to Parliament

Politicians’ homes fire-bombed

Vandalizing Oxford Street in London

Burning churches

Golf courses vandalized

Famous chaining to railings

- Buckingham Palace

Suicide – under King’s horse

Environmental Movement

From late 19th century – ‘wilderness’ issues

1963 Rachel Carson’s ‘Silent Spring’

Crises: Toxic smogs (1950s and 60s)

1960s radical movement emerging

Youth from anti-war movement

Late 1970s new grassroots movement

Rise in range and number of groups

Rise in issues covered

Frameworks for Social Change Movements

Module 1.3

Advantages of Frameworks

They help us to: Conceptualize our day-to-day workUnderstand how campaigns and movements change over timeUnderstand stages of development, so we do not become disheartened or demotivated

Three Movement Stages

“Every great movement has to experience three stages:

Ridicule

Discussion

Adoption”-John Stuart Mill

Five Movement Stages

Five major stages in the growth of the movement:

Acceptance building (broad/softer education)

Awareness/consensus building

Legislation

Action to embed legislation

Functioning system of

protection

Based on comments from Kim Stallwood, Director of the US-based Animals and Society Institute

Five Stage Revolutionary Movement Framework

Cultural preparationOrganization-buildingConfrontationMass non-cooperationParallel institutions and new models develop

*Assumes polarization increasing as movement develops

From George Lakey (Globalise Liberation)

Six Stage Campaign Planning Framework

Gather information

Do education and leadership development

Negotiate with target

Increase motivation and commitment for the struggle ahead

Direct action

Create new relationship with opponent, which reflects the new power reality

Martin Luther King Jr.

Eight Stage Reform Social Movement Framework1. Business as usual

2. Failure of established channels

3. Ripening conditions: educating/organizing

4. Takeoff!

5. Perception of failure

6. Winning over the majority

7. Achieving alternatives

8. Consolidation and moving on

Bill Moyer’s Movement Action Plan (MAP)

Module 1.4

The Animal Welfare Movement

History

The history of the movement cannot be isolated from:

Social change

Culture

Religion

Politics

Economics

Ethical Foundations

Different ethical foundations affect the movement’s development, e.g.

Native American Indians/Aborigines: Ancient tradition of respect for life

Indian Gandhian values

Buddhist & Hindu: compassion, nature and animals

Western human-based morality, especially the Catholic church

The Movement’s Progress

Any assessment of the movement’s progress depends on the perception of its role:

Compassionate welfare activity

or

Movement for social change

Social change is only being achieved if underlying injustices towards animals are being integrated and tackled institutionally by society

Advocacy vs. Service Delivery

Animal Welfare Organizations

The organized movement started early in the 1800s (UK RSPCA in 1824)

The number and scope of organizations has increased enormously (UK: 1,300+ USA: 13,000+). But how many social change agents?

Compare and contrast the younger environmental movement

(really ‘took off’ in 1960s)

International Awareness

Evolving as an international issue:

Advanced nations

European Union

Council of Europe

World Organisation for Animal Health (OIE)

Development (World Bank, FAO etc.)

But: massive materialism and consumerism have increased exploitation

Challenges & Opportunities

The policy environment is becoming increasingly ready for fundamental change

The need to feel full pressure in favour of change and/or

To be given the challenges and threats needed as catalysts for change

The animal welfare movement is in dire need of a strong and powerful force for social change &

advocacy is the engine for social change

Current Threats to the Movement

Globalization

Capitalism and consumerism

Deregulation

Reliance on science without precautionary principle

Cooption (service delivery/fake consultation)

What is Needed for SuccessGrasping social change role!

Increased professionalism and strategic ability

Tackle problems at root

Stop being coopted

Updated and dynamic campaigning

Tap into other vital social concerns

Develop new paradigms/alternatives

Collaborate and cooperate

Really use new international

focus of OIE

Social Development & Social Change