Making the case against GMOs: Issue adoption and adaptation by occupy activists

The Occupy movement is one of several global justice social movements that have appeared around the world in recent years. Other prominent movements include the Arab Spring, the 15-M protest movement in Spain, and anti-austerity protests in Italy, Greece, and other parts of Europe. Although Occupy has many of the traditional components of social movements, it differs in that it is generally unwilling to focus on a single issue or to make specific demands. In addition, the many Occupy groups that have appeared worldwide do not represent a single culture and mission but rather are subject to local variation based on community-specific history, culture, and identity. Occupy groups identify a wide range of social, economic, and environmental issues of both local and global concern and make decisions about which issues to address and what actions to take at any specific point in time. This ethnographic case study examines the role of social representations (group values, beliefs, and descriptions) and political opportunity structure (historic, cultural, and political environment) in determining the focus of protest. Activism by Occupiers in Ventura County, California in opposition to genetically modified organisms (GMOs) was studied to determine what factors contributed to the selection of this issue for protest over other recognized issues. The study finds that a combination of external stimuli, internal champions, evolving representations, and access to a protest target were significant in the choice of protest subjects. Internal dialogue within the group produced a concern over GMOs in the food supply that made activism in support of the global anti-GMO movement a perceived worthwhile activity for the group. The campaign to label GMOs in California made the issues related to GMOs publicly visible, and the physical presence of a Monsanto facility (a major manufacturer of GM seeds) provided a location for protest.