A Deviance Perspective on Social Movements: The Case of Animal Rights Activism

Abstract

This article outlines a theoretical framework for understanding deviance and deviance-management in a social movement context. Such a deviance perspective is useful because in striving for social change, activists challenge existing social norms and may readily be defined by their environments as “outsiders” or deviants. However, activists also differ from traditional deviant groups. The article therefore conceptualizes activists as “entrepreneurial deviants,” combining features of both moral entrepreneurs and deviants in society, as presented in Howard Becker's classical theory. It is argued that in order to understand the strategies of deviance-management performed by activists, traditional notions of “passing,” “techniques of neutralization,” and “subculture” must be complemented by the concepts of “confronting,” “techniques of idealization,” and the forming of a “transformative subculture.” Empirically, the article builds on a case study of animal rights activism in Sweden and the ways in which the activists counter stereotypes, which is interpreted as a form of deviance-management.