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The Transformation of Greenpeace: from a New Social Movement to a Moderate Social Movement Organization

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THE TRANSFORMATION OF GREENPEACE: FROM A NEW SOCIAL MOVEMENT TO A MODERATE SOCIAL MOVEMENT ORGANIZATION A THESIS SUBMITTED TO THE GRADUATE SCHOOL OF SOCIAL SCIENCES OF MIDDLE EAST TECHNICAL UNIVERSITY BY RUKİYE KAYA IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF SCIENCE IN THE DEPARTMENT OF INTERNATIONAL RELATIONS AUGUST 2019 Approval of the Graduate School of Social Sciences . Assoc. Prof. Dr. Sadettin Kirazcı Director (Acting) I certify that this thesis satisfies all the requirements as a thesis for the degree of Master of Science. Prof. Dr. Oktay F. Tanrısever Head of Department This is to certify that we have read this thesis and that in our opinion it is fully adequate, in scope and quality, as a thesis for the degree of Master of Science. Assist. Prof. Dr. Şerif Onur Bahçecik Supervisor Examining Committee Members Assoc. Prof. Dr. Özlem Kaygusuz (Ankara Uni., ULS) Assist. Prof. Dr. Şerif Onur Bahçecik (METU, IR) Assoc. Prof. Dr. Işık Kuşçu (METU, IR) I hereby declare that all information in this document has been obtained and presented in accordance with academic rules and ethical conduct. I also declare that, as required by these rules and conduct, I have fully cited and referenced all material and results that are not original to this work. Name, Last name: Rukiye Kaya Signature : iii ABSTRACT THE TRANSFORMATION OF GREENPEACE: FROM A NEW SOCIAL MOVEMENT TO A MODERATE SOCIAL MOVEMENT ORGANIZATION Rukiye Kaya M.S., Department of International Relations Supervisor: Assoc. Prof. Dr. Şerif Onur Bahçecik August 2019, 117 pages In this thesis, my argument is that Greenpeace has transformed from a new social movement to a moderate social movement organization (SMO), and it has lost its new social movement features. To understand this transformation, I examine new social movement literature. Firstly, I investigate under what circumstances new social movements emerged, and how the new social movements were in the 70’s and 80’s. Therefore, I summarized the economic, political, and social changes in the 1960s and analyzed how these changes affected new social movements in the sense of actors, issues, values, and modes of action. Following, I investigate new approaches which aim to clarify new social movements and try to fiNd out if they explain the evolution of movements. Since there is no comprehensive explanation for movements’ transformation, I analyze both new social movement and social movement organization (SMO) conceptions. As a result, I reach a comprehensive new social movement definition which includes all features of new social movements. I also argue that the concept of ‘social movement organizations (SMOs)’ does not refer to a homogeneous category. While there are moderate social movement organizations iv (SMOs) which have lost their movement characteristics, there are also radical social movement organizations (SMOs) which protect these features. My objective is to show that Greenpeace is a moderate social movement organization (SMO), and in order to demonstrate that, I summarized the recent form of Greenpeace International. Besides, I also argue that although Greenpeace was a new social movement at the beginning, it has lost its movement features. In order to demonstrate this process, I analyze the historical story of Greenpeace. Keywords: New Social Movements, Social Movement Organizations, Greenpeace v ÖZ GREENPEACE’İN DÖNÜŞÜMÜ: YENİ TOPLUMSAL HAREKETTEN ILIMLI TOPLUMSAL HAREKET ÖRGÜTÜNE Rukiye Kaya Yüksek Lisans, Uluslararası İlişkiler Bölümü Danışman: Dr. Öğr. Üyesi Şerif Onur Bahçecik August 2019, 117 sayfa Bu tezde Greenpeace’in yeni toplumsal hareketten ılımlı toplumsal hareket örgütüne dönüştüğünü ve yeni toplumsal hareket özelliklerini kaybettiği iddia edilmiştir. Bu dönüşümü anlamak için yeni toplumsal hareket literatürünü araştırılmıştır. İlk olarak yeNi toplumsal hareketlerin hangi koşullar altında ortaya çıktığı ve yeni hareketlerin neden yeni olduğu incelenmiştir. Bu nedenle, 1960lardaki ekonomik, politik ve toplumsal değişiklikler özetlenmiş ve bu değişikliklerin yeni toplumsal hareketleri nasıl etkilediği aktörler, konular, değerler ve eylem biçimleri üzerinden incelenmiştir. Daha sonra yeni toplumsal hareketleri açıklamaya çalışan yeni teoriler araştırıldı ve hareketlerin dönüşümüne dair bir açıklama getirip getirmedikleri analiz edilmiştir. Hareketlerin dönüşümüne dair kapsamlı bir açıklama olmaması nedeniyle toplumsal hareket ve toplumsal hareket örgütleri kavramları incelenmiştir. Sonuçta yeni toplumsal hareketlerin tüm özelliklerini içeren bir toplumsal hareket tanımına ulaşılmıştır. Aynı zamanda, toplumsal hareket örgütü kavramının homojen bir kavram olmadığı da iddia edilmektedir. Ilımlı toplumsal hareket örgütleri yeni toplumsal hareket özelliklerini kaybederken radikal toplumsal hareket örgütleri bu özellikleri vi korumaktadır. Greenpeace’in bir ılımlı toplumsal hareket örgütü olduğu iddia edilmiş ve bunu göstermek için Greenpeace International’ın şu anki durumu incelenmiştir. Ayrıca, Greenpeace’in ilk dönemlerinde bir yeni toplumsal hareket olmasına karşın zamanla yeni toplumsal hareket özelliklerini kaybettiği iddia edilmiştir. Bu süreci göstermek için de Greenpeace’in tarihi incelenmiştir. Anahtar Kelimeler: Yeni Toplumsal Hareketler, Toplumsal Hareket Örgütleri, Greenpeace vii To my family and my love viii ACKNOWLEDGMENTS First of all, I would like to express my deepest gratitude to my supervisor Assistant Prof. Dr. Şerif Onur Bahçecik for his guidance, criticism, and encouragement throughout my study. I would like to thank Associate Prof. Dr. Özlem Kaygusuz for her helpful comments, criticisms, advice and inspiration since my Bachelor degree. Finally, I am grateful to Associate Prof. Dr. Işık Kuşçu for her comments. ix TABLE OF CONTENTS PLAGIARISM ............................................................................................................ iii ABSTRACT ................................................................................................................ iv ÖZ ................................................................................................................................ vi DEDICATION .......................................................................................................... viii ACKNOWLEDGMENTS ........................................................................................... ix TABLE OF CONTENTS ............................................................................................. x LIST OF TABLES ..................................................................................................... xii LIST OF FIGURES ................................................................................................... xiii LIST OF ABBREVIATIONS ................................................................................... xiv CHAPTER 1. INTRODUCTION .............................................................................................. 1 2. TO BE NEW OR NOT TO BE NEW, THAT IS THE QUESTION ................... 7 2. 1. What Has Changed? .................................................................................... 8 2. 2. ‘New’ Actors, Issues, Values, Modes of Action: How They Changed .... 12 2. 2. 1. New Middle Class: Something Old, Something New, Something Borrowed ...................................................................................................... 13 2. 2. 2. Issues ................................................................................................ 16 2. 2. 3. Values ............................................................................................... 18 2. 2. 4. Modes of Action ............................................................................... 20 2. 3. Conclusion ................................................................................................ 25 3. NEW SOCIAL MOVEMENT AND SOCIAL MOVEMENT ORGANIZATION, ANALYTICAL FRAMEWORK .......................................... 28 3. 1. New Theories of New Movements ........................................................... 29 3. 1. 1. Collective Behavior Theory: Social Movement as a Club of Losers ........................................................................................................... 29 3. 1. 2. Resource Mobilization Theory: An American Dream ..................... 32 x 3. 1. 3. New Social Movement Theories ...................................................... 36 3. 2. Movements and Social Movement Organizations .................................... 42 3. 2. 1. What Is Social Movement? .............................................................. 42 3. 2. 2. Organization Within a Movement ................................................... 45 3. 3. Conclusion ................................................................................................ 51 4. GREENPEACE: FROM A GROUP OF HIPPIES TO WORLD WIDE ORGANIZATION ................................................................................................ 53 4. 1. Greenpeace International .......................................................................... 57 4. 2. Amchitka: The Place Where It All BegaN ................................................ 61 4. 3. Greenpeace Foundation and Mururoa Protests ......................................... 67 4. 4. 1974-1977 Anti-Whaling Protests ............................................................ 72 4. 5. 1976-1978: Anti-Sealing Protests ............................................................. 76 4. 6. 1978 Crisis: Greenpeace
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