Greenpeace, Social Movement Theory and Modern Media Society

Abstract: This paper examines how various social movement theories, including Resource Mobilization, Political Opportunity Structure, and Identity Theory, coupled with modern media, account for and effect the development of environmental organizations. Resource Mobilization (RM) theory places emphasis on resources and societal opportunities rather than grievances as driving factors behind movement mobilization. Political Opportunity Structure, like RM theory, places little emphasis on grievances, but declares that the political structure dictated movement formation. Identity theory places emphasis on ideology, symbolism, and the identity of a movement. Media is an integral part of each of these theories, and the varying use of media within different types of societies largely dictates the characteristics of a developing movement. Using Greenpeace as a case study, this paper explores how the social, political and cultural climate of a country can determine both the tactics and the level of success of an environmental group. Greenpeace began in 1969 as a radical NGO dedicated to fighting the government’s plan to test nuclear weapons. They were the quintessential grassroots organization, which rapidly acquired supporters, resources, and success. Since then, they have morphed from a radical, direct-action group to one which focuses on governmental lobbying and bureaucracy. This shift is in response to the societal and cultural changes that have occurred over the past 30+ years. This paper investigates Greenpeace’s early successes, their innovative and highly effective use of media, their recent fall from favor, and explores why this has occurred while suggesting solutions to help them regain credibility.