Subject to Negotiation: The Mechanisms Behind Co-Optation and Corporate Reform

Abstract

While political opportunity structure theory details how social movement organization (SMO) campaigns focus on the state and political processes, a shift toward neoliberal policies prompts those actors to target corporations directly in order to achieve their goals. This shift creates new challenges for social movements. Unlike the state, corporations are not guided by a democratic ethos, which limits movement organizations' access to decision makers. To achieve access, challenging groups often adopt institutionalized structures and tactics, which can also increase the risk of co-optation. Despite previous research, both the process of co-optation and the distinction between co-optation and other movement outcomes remain unclear. Here, applying event structure analysis to a specific case separates these outcomes: the international campaign the environmental organization Greenpeace waged to change Coca-Cola's refrigeration practices between 1998 and 2005. This analysis suggests that framing is an important strategy for SMOs to utilize, but may not be effective unless frames are backed by action. The combination of framing, institutional tactics, and noninstitutional tactics may be most effective in movement-firm interactions. Overall, this analysis contributes to a broader understanding of social movement tactics, outcomes, and framing in an age of increased corporate power.