BUILDING THE MOVEMENT

WHERE DO WE BEGIN?

If we already have the makings for a unified mass movement against corporate domination, how do we go about unifying and building the movement? Do we begin by enlisting the multitude of organizations fighting corporate abuses, or by reaching out to smaller, more community-based groups, or by pulling in concerned individuals and activists?

While large organizations, with the ability to reach a mass audience of supporters, seem like obvious targets for quickly building the early movement infrastructure, they may not be a strategically effective starting point. Even though large organizations are natural allies, and will eventually help the movement gain a mass audience and mainstream credibility, our initial focus may need to be more grassroots. While there are probably a few dozen large organizations that would jump on the movement bandwagon without a second thought, most are going to be reluctant about adding their names and efforts to a movement that is still largely an idealized and still uncertain endeavor. Often, the larger and more powerful an organization, the more it feels it has to lose, and the more conservatively it will approach entering into something new, still obscure, and advocating radical-sounding changes.

Furthermore, even though many larger groups might be thoroughly aware of the destructive influences of corporate power, they still might need to be convinced that their particular area of concern and long-term interests will be better served by joining the movement than by not joining it. We need to show them how this particular movement offers critical support for their issue. We must be able to demonstrate why this movement holds more long-term promise for their issue than government promises or strategic corporate alliances. We need to show them that the current system of ever-increasing corporate domination is a dead-end for all causes except those inherent to corporate power.

Larger organizations might worry about how they will be able to justify their involvement in the movement to members who are unfamiliar with the concepts and implications of corporate domination. How would such groups be able to justify and explain so many issues to their members, and if many members disagree with the movement objectives and leave, how will the organization be able to effectively pursue its agenda or assist the movement? Also, many larger groups might fear that their affiliation with such a movement could discredit them and drive away potential supporters for their cause. They may also fear that movement involvement might endanger political, corporate, and media relationships and commitments nurtured over many years.

Consequently, the movement may be unable to get the bigger players on board from the start - some may even be convinced to work against us. The predominance of corporate culture has led some organizations to adopt the corporate growth-driven model and its competitive tactics (albeit growth subordinated to a higher purpose). In other words, if you can't beat 'em, copy 'em. But while large organizations are usually highly political animals, often their workers and members are attracted more to ideals.

Starting Small

Although the invitation to join the movement will be open to all individuals and groups both large and small, initial movement energies may actually be used most efficiently by reaching out to the smaller groups and bringing them on board. And with grassroots efforts, we will gradually be able to pull in workers and supporters from the larger organizations. Rather than seeking support from the heads of the organizations, we can build support from beneath and work our way up. As with electoral, legislative, and other political approaches, top down efforts can only bear fruit when bottom-up societal awareness and a public support infrastructure demands, brings about, and later defends the desired changes. Eventually, when organizational members and workers get excited and energized about the growing grassroots movement, they will want their organizations' efforts to contribute to and become a part of that larger movement. By starting at the "bottom" and working with smaller groups and individuals, we can build a critical mass that larger organizations will have to take seriously.

Initially, we should work to pull in many of the thousands of smaller groups around the country (and tens of thousands of web sites), and to unify support among those obvious larger groups (Adbusters, Public Citizen, Food & Water, Context Institute, Multinational Monitor, Sustainable America, Earth Island Institute, Co-op America, World Watch Institute, Global Exchange...). There are literally tens of thousands of small social justice, environmental, and other groups out there that would be enthusiastic supporters of the movement. Unlike larger groups, they are usually less interested in building dues-paying membership than in supporting worthy efforts. Because of their limited resources, membership, and activities, they have less at stake and are often more flexible than their larger counterparts. Smaller groups with less influence are always looking for ways to magnify their influence, and joining with other small groups in a unified grassroots effort is likely to have particular appeal for them.

Even though many of these smaller groups might not be engaged in fighting corporate abuse directly, their membership and leadership are likely to be receptive to the ideals and concerns behind our movement. However, in order to bring these groups on board, we must be ready to address their questions and concerns. We need to be able to show how corporations impact the issues they care about and how the movement will address those concerns. We must try to anticipate their questions and concerns and be ready with considered, well-researched and documented answers.

Once many of these smaller groups are on board, they can promote the movement and participate in outreach to the public. It is critical that those involved in and supportive of the movement begin to refer to their various actions as part of the movement. Few people or groups are going to feel compelled to dive into a movement that is largely invisible. Even groups who are now at the forefront of this anti-corporate movement don't speak of their actions as being part of a larger unified effort. When their members and workers begin to think of themselves as part of a massive global movement, the larger organizations will feel increased pressure to add their influence to the movement.

Bringing the People Onboard

Ultimately, movements are nothing without people and public support. If we are going to build an effective massive grassroots movement, we need people; but what do we need them for? What are we going to ask of the movement's organizations and supporters? How will these supporters help bring about the changes we all seek? And, perhaps more importantly, how is the movement going to motivate and activate all these people? Will it ask people to take to the streets? Is that going to come across as a sensible and effective strategy to attract more people into the movement? Will that be what brings down corporate domination? Or are we going to ask people to utilize a largely discredited political process to usher in change? People have heard cries for change for years, and may even yearn for change, but many of these same individuals are cynical about change. And as corporations continue to consolidate their power, hope that the global corporate takeover might somehow be turned back continues to diminish. People are increasingly skeptical of the same old, tired tactics of resistance that have slowed but not stopped the corporate onslaught.

The corporate problem is considered way beyond most people's scope of influence, just as most people don't feel they have influence over the vast majority of the world's problems. So why would anyone want to hear about how corporations are only going to make these problems worse? Besides, isn't it the role of the government to take care of these things? Isn't it the government that allowed these problems to get out of hand in the first place?

Before we can have a mass movement, with mass actions, people need to realize that they do have power over corporate giants. Only when feeling that they have influence - that their individual actions and involvement will help bring about a desired result - will people feel that they have a responsibility to exercise that influence. They will then seek out and be open to more information about the situation. After assessing how they can responsibly exercise their influence, and how this influence can effectively impact the situation, people will take action. When the results of the action confirm that this influence is effective and can make a difference, people will continue to educate themselves and wield this power in ways they feel are most responsible and effective. To bring a large number of people into the movement, we need to provide a means of participating that offers real influence - only then can we expect the public to become informed and involved.