YOU COULD BE THE 100TH MONKEY - COLLECTIVE ACTION FRAMES AND VOCABULARIES OF MOTIVE WITHIN THE NUCLEAR DISARMAMENT MOVEMENT

Building on recent developments by social constructionists, this paper seeks to advance theoretical and empirical understanding of micromobilization processes associated with social movement recruitment and participation. Data derived from a four-year field study of the nuclear disarmament movement are employed to identify and elaborate four generic vocabularies of motive that emerge via interaction among activists, rank and file supporters, recruits and significant others: vocabularies of (1) severity, (2) urgency, (3) efficacy and (4) propriety. These vocabularies of motive provide movement actors with compelling rationales to take action on behalf of the movement and/or its organizations. The data suggest that peace movement groups cultivate the imputation and avowal of these motives as a means of stimulating collective action. Several implications for future research are offered which draw upon the insights of resource mobilization theory and social constructionism.