Learning to Feel: The Neglected Sociology of Social Movements

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Abstract
This paper discusses the experience and ideology of emotions among animal rights activists, and more broadly, the applicability of the sociology of emotions to the field of social movements. I examine the case of a social movement which relies heavily on empathy in its initial recruitment, and which has been derisively labeled by outsiders as ‘emotional’. I explain recruitment to animal rights activism by showing how activists develop a ‘vocabulary of emotions’ to rationalize their participation to others and themselves, along with managing the emotional tone of the movement by limiting the kinds of people who can take part in debates about animal cruelty. The interactive nature in which emotions develop in social movements is stressed over previous approaches to emotions in the social movement literature, which treat emotions as impulsive or irrational.