Discursive framing and community mobilization

Abstract

This chapter analyzes a movement that successfully stopped a mega-quarry proposed for Melancthon Township located about 100 kilometres northwest of the City of Toronto. The area was predominantly agricultural and the proposed mega-quarry would have converted prime agricultural land into a 2,316-acre open-pit limestone quarry. Over one and a half years, the Stop the Mega-Quarry movement built complex alliances and organized unique events linking the farming community around Melancthon to food and environmental movements that were regional and national in scope. The diversity of movement adherents was notable engaging local food advocates, environmentalists, artists, professionals, academics, and graduate students. The movement achieved success when on 21 November 2012 the application for the extraction licence was withdrawn by the proponent citing community opposition as a major reason. Social movement opposition efforts that successfully stop development projects are rare. This chapter outlines the genesis, process and outcomes of the Stop the Mega-Quarry movement. It demonstrates how creative framing focusing on food allowed the movement to gain widespread support and highlights the important role of technical allies in supporting the movement’s environmental critique.