Expanding political opportunities and changing collective identities in the complementary and alternative medicine movement

Abstract

This study examines how collective identities change when the political opportunity structure becomes more favorable to a social movement. Activists within the complementary and alternative medicine (CAM) movement in the San Francisco, California Bay area have traditionally competed with physicians by criticizing Western medicine and providing an alternative medical model for consumers. Physicians are increasingly interested in CAM given financial changes within Western medicine, and increased consumer interest and governmental recognition of CAM. Activists in the Bay area are beginning to form networks with physicians to develop an integrative model of medicine, which combines Western and alternative approaches. Consequently, some activists are changing their collective identity now that they are advocating an integrative, rather than alternative, model of medicine. Activists within any social movement do not always agree on goals and strategies, however. The aim of this research is to contrast the collective identity of “alternative” and “integrative” activists, and to show that the latter identity is gaining prominence as political opportunities become available to the movement. This research contributes to the work of contemporary social movement theorists who are examining the relationship between the political opportunity structure and collective identities.

Citation

Goldner, M. (2001), "Expanding political opportunities and changing collective identities in the complementary and alternative medicine movement", Coy, P.G. (Ed.) Political Opportunities Social Movements, and Democratization (Research in Social Movements, Conflicts and Change, Vol. 23), Emerald Group Publishing Limited, Leeds, pp. 69-102. https://doi.org/10.1016/S0163-786X(01)80018-5