A Report in Socio-Cultural Foundations of Education

Collective Action

Collective action refers to action taken together

by a group of people whose goal is to enhance
their status and achieve a common objective. It is
a term that has formulations and theories in
many areas of the social sciences including
psychology, sociology, anthropology, political
science and economics.
Role of Rumor in Collective Action
Collective action goals are not always for the
advancement of the current status. Sometimes it
is used to regress into a former state, to
destabilize and for revolution. Collective actions,
such as riots, currency attacks and bank runs, are
often immersed in rumors.
 Rumors in Action
In 2011, the re-opened Banco Filipino
experienced yet another turmoil in the form
of a bank run, which their vice-chaiman
said, was a result of a smearing campaign by
the BSP designed to demolish the bank
because of their claims awarded by the SC
for their arbitrary closure during the 80’s.
 Rumors in Action
The flames of political unrest and riots are
often fanned by rumors. The effect of
rumor is more dramatically seen in a
political revolution. It can cause uprisings,
armed conflict and civil unrest.

But, perhaps it is most common to witness

rumors in action our country during political
campaign periods.
 Rumors in Action
Prior to election, rumors are often spread to
sway public interest. Things like the $26
million Yolanda Cash Foreign Aid that was
reported missing or unaccounted for. The
so-called secret bank accounts and many
others. Sadly, in our country, reports of
anomalies are too often dismissed as
rumors due lack of court-admissible proof.
 Rumors in Action
These so-called rumors and black
propaganda toss public opinion and
approval back and forth like a tennis ball
thus dividing the public.
 Division of the Public
Division of the public or polarization of the
public is a phenomenon that occurs because
of difference in opinions, beliefs, economic
status, education and politics.

As the people become more educated,

polarizing effects become more
pronounced. And with the advancement in
technology and ease communication more
 Division of the Public
and more people with the same interest
come together either physically or through
social media to manifest their opinions also,
the same goes for people who disagree with
the first group thus making polarization of
the public faster.
 Division of the Public
In the Philippines, the division of the public
becomes more visible during campaign
periods. One campaign against another,
negative publicity versus negative publicity.

During the annual SONA, pro and anti

government supporters flock the streets
freely demonstrating their contrasting
beliefs.
 Division of the Public
In this day and age, issues going viral often
amass different points of view from the
public. Never has the people expressed and
spread their opinions more freely than the
age of social media. These netizens also
practice collective action by either bashing
or defending the issue and those involved in
it.
 Meaning of Social Movement
A social movement develops once collective
behavior persists and becomes organized.

Keller (1982) defines social movement as an

interrelated and co-acting unity of persons with
some degree of organizational continuity aimed
to promote or resist change in the society of
which it is a part. It is directed toward the
change of the established norms, values, or
social structures.
 Meaning of Social Movement
Social movement refers to an interested and
motivated gathering of people which aims to
modify or change the society’s structure or
ideology in a concerted and deliberate manner.
It seeks to establish changes or reforms to
promote a new social order with new norms,
new values and new goals. It challenges the
existing social order.
 Nature of Social Movement
Social movements are not eternal. They have a
life cycle: They are created, they grow, they
achieve successes or failures, and, eventually,
they dissolve and cease to exist.

They are more likely to evolve in the time and

place which is friendly to the social movements:
Hence, their evident symbiosis with the
nineteenth century proliferation of ideas like
individual human rights, freedom of speech,
and civil disobedience, etc..
 Nature of Social Movement
Polarizing differences between groups of
people: economic status, customs, beliefs and
values cause the rise of a social movement.

But the birth a social movement must need an

“initiating event” or an “instigator”. An
individual event or person that starts a chain
reaction of events in the given society leading to
the creation of a social movement.
Differences of Collective Action and
Social Movement
Collective Action Social Movement
- Spontaneous - Sustained purpose
- Short-lived - Long-lived
- Lacks internal structure - Highly structured and
well organized
- Does not follow the - Have well established
established norms and status and norms and
patterns of behaviour. have well defined
goals.
 Types of Social Movement
David Aberle (1966) classified social movements on
the basis of two criteria: (1) the type of change
their sponsors seek (either a change in the
individuals or a change in the social order); and (2)
the amount of change they seek (partial or total).

They are of four types: Alternative, Redemptive,

Reformative and Transformative Movements.
 Types of Social Movement
1. Alternative Movements

• Refer to movements that aim to achieve

some limited but specific change in
individuals. Examples: religious movements
on morality and ethics, Gabriela; Gay
Liberation Movement
 Types of Social Movement
2. Redemptive Movements

• Refer to movements that also focus on the

individual, but they seek total, not partial
change. Examples: Gawad Kalinga; Couples
For Christ
 Types of Social Movement
3. Reformative Movements

• Refer to movements that emphasize

changing society rather than individuals.
Their aim is moderate or partial change since
they view the present social order as
basically workable. Examples: Volunteers
Against Crime and Coruption (VACC); Reform
the Armed Forces Movement (RAM)
 Types of Social Movement
4. Transformative Movements

• Refer to movements that aim total change in

the existing social order. There is a need to
re-structure or to completely overhaul the
existing structure which members perceive as
unjust, exploitative and anti-people’s well
being. Transformative movements are true
revolutions. Example: the Philippine
Revolution of 1896
Mass Communication (Mass Media)
Meaning and Nature of Mass Communication

Mass communication refers to an organized

communication through organizational structures.
It is directed towards a relatively large audience
during a short period of time or even instantly
(Wright 1984).

Collective behaviour and social movements depend

heavily on mass communications.
Mass Communication (Mass Media)
Meaning and Nature of Mass Communication

Mass media increases the number of people

exposed to collective action and the amount of
information (or misinformation) conveyed to them.
The emergence of the internet and social media
has increased this exponentially. People from any
part of the world have access to and can
participate in collective actions and social
movements worldwide.
 Types of Mass Media

Print Electronic

• Books • Radio
• Newspapers/tabloids • Television
• Magazines • Movie/Documentary
• Posters • Audio Recordings
• Phamplets/flyers • Blogs/Vlog
• Journals • Social Media Sites
• Photographs • Internet
 Role of Mass Media
Mass media have the following roles:

1. To provide information to a large number of

people
2. To provide education to the masses
3. To provide entertainment
4. To clarify/ventilate issues and concerns
5. To serve as avenues for propaganda
6. To provide avenues for expression of partisan
and non-partisan ideas.
 Role of Mass Media
Mass media have the following roles:

7. To generate public opinion or call for collective

behaviour and social movements.
8. To serve as a vehicle for the expression of
aroused feelings, pent-up emotions and redress
of grievances.