Sometime After 1968, analysts and participants began to speak of “new social movements” that worked outside formal institutional channels and emphasized lifestyle, ethical, or “identity” concerns rather than narrowly economic goals. A variety of examples informed the conceptualization. Alberto Melucci (1988: 247), for instance, cited feminism, the ecology movement or “greens,” the peace movement, and the youth movement. Others added the gay movement, the animal rights movement, and the antiabortion and prochoice movements. These movements were allegedly new in issues, tactics, and constituencies. Above all, they were new by contrast to the labor movement, which was the paradigmatic “old” social movement, and to Marxism and socialism, which asserted that class was the central issue in politics and that a single political economic transformation would solve the whole range of social ills. They were new even by comparison with conventional liberalism with its assumption of fixed individual identities and interests. The new social movements thus challenged the conventional division of politics into left and right and broadened the definition of politics to include issues that had been considered outside the domain of political action (Scott 1990).
Raining on SeaWorld’s Parade: PETA’s Direct Action and Public Interest Communication
