Critical Mass Theory

Define: Critical mass is a socio-dynamic concept that has been defined broadly across a number of social science fields to refer to the minimum amount of individuals necessary for a social action to occur. Oliver & Marwell (1988) go further to suggest that for collective action a critical mass of interest isn’t enough and that effective action also requires a certain amount of resource and/or power to take place.

Apply: A neighborhood on the edge of town wants to alter the bus route to serve more members of their community and they start by gathering for a town hall meeting to discuss the new route. All the community members are in favor of the change, but they do not have the power or the resources to make it happen. But, a community developer comes in to aid the project and connects the community to their local city council member who has the power to advocate for a new route. This example illustrates that interest is not sufficient, and that community organizers must also mobilize power and resources for action to occur. 

Adapt: A local bank needs an additional $100,000 in their reserves to feel comfortable paying to open a second branch in town. To reach their critical mass the bank could reach out to 100 of their clients who interested in putting an additional $1000 in their account or they could find ten new clients who each want to put $10,000 into saving. The example illustrates that critical mass can be thought of both in terms of people and also in terms of power or resources.

Sources:
Oliver, P.E. & Marwell, G. (1988). The paradox of group size in collective action: A theory of the critical mass. II. American Sociological Review 53(1), 1-8.