How does social change and social development happen? Learn how to apply the principles of social change from the civil rights, feminist, and environmental movements to make positive improvements to animal welfare in this deck from WAN's Strategic Advocacy Course. You can visit the course at our website at: worldanimal.net/our-programs/strategic-advocacy-course-new

1. Social Development &
Social Change
Module 1

2. Social Development:
Background
Module 1.1

3. Development
The upward directional evolution of society
towards greater levels of:
Energy
Efficiency
Quality
Productivity
Complexity
Comprehension
Creativity
Choice
Mastery
Enjoyment
Accomplishment

4. Growth vs. Development
Different phenomena,
subject to different laws
Growth = expansion of
existing types and forms
of activities
Development = a
qualitative enhancement

5. Social Development
Social development is driven
by the subconscious
aspirations of society
Society – and individuals –
seek progressive fulfilment of
a prioritized hierarchy of
needs

6. Maslow’s Hierarchy of Needs

7. 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

8. Institutionalizing Change
Official structures
Legislation
Enforcement
Transmission by education
Cultural transmission by family

9. Learning & Application
Two related aspects to social
development:
Learning/Discovery
– expands consciousness
Application
– provides understanding and
recognition of ability to
make change

10. Sources of Cultural Change
Invention
– creating new ideas,
products, social patterns
Discovery
– finding something new
Diffusion
– spreading ideas to other
societies

11. 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

12. Pioneers
Subconscious
preparedness of
society
Surplus energy
Give voice to
society’s
subconscious
aspirations

13. Pioneers cont.
Levers/spearheads for
collective advancement
New ideas, new skills,
new activities
Breaks out of existing
mold
Are agents for social
change
If society is ready

14. 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

15. Be the Change!

16. Social Change Movements
Module 1.2

17. 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.’

18. Types of Social Movement
Reform
Revolutionary
Resistance
Expressive
Seeks to change individuals through
self-expression

19. Range of Change
•Alterative
•Redemptive
•Reformative
•Revolutionary

20. Dynamic of Social
Movements
Initiating event
Spreading knowledge
Spreading activism
Mobilizing
Organizing

21. Stages of Social Movement
Social movements have a lifecycle, and
move through various stages e.g.
Incipiency/birth
Coalescence
Institutionalization or
Fragmentation

22. Social Movement Stages

23. Social Movement Tactics
Social movement tactics include:
Negotiation
Direct action
Events/media stunts
Demonstrations
Propaganda
Strikes, boycotts, non-cooperation
Civil disobedience
Parallel structures

24. Inspiring Social Change
Movements
Until justice rolls down like water…
and righteousness like a mighty stream.
-Martin Luther King

25. 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’)

26. Non-Violence
Six strategic steps:
Investigate
Negotiate
Educate
Demonstrate
Resist
Be patient

27. 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

28. Martin Luther King
The 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

29. King’s Tactics
Sit-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) added
weight to the cause

30. 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, reproductive
and health rights, women in politics

31. 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

32. 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

33. Frameworks for Social
Change Movements
Module 1.3

34. Advantages of Frameworks
They help us to:
Conceptualize our day-to-day work
Understand how campaigns and
movements change over time
Understand stages of development,
so we do not become disheartened
or demotivated

35. Three Movement Stages
“Every great movement has to
experience three stages:
Ridicule
Discussion
Adoption”
-John Stuart Mill

36. 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

37. Five Stage Revolutionary
Movement Framework
Cultural preparation
Organization-building
Confrontation
Mass non-cooperation
Parallel institutions and new models
develop
*Assumes polarization increasing as movement
develops
From George Lakey (Globalise Liberation)

38. 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.

39. Eight Stage Reform Social
Movement Framework
1. 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)

40. Module 1.4
The Animal Welfare
Movement

41. History
The history of the movement cannot be
isolated from:
Social change
Culture
Religion
Politics
Economics

42. 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

43. 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

44. Advocacy vs. Service Delivery

45. 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)

46. 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

47. 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

48. Current Threats to the
Movement
Globalization
Capitalism and consumerism
Deregulation
Reliance on science without
precautionary principle
Cooption (service delivery/fake
consultation)

49. What is Needed for Success
Grasping 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

50. Social Development & Social
Change