Introduction
The internet is brimming with intuitive “folk theories” of social change, often shared on platforms like LinkedIn, YouTube, and personal blogs. These theories, ranging from grassroots mobilisation to social entrepreneurship, typically reflect a genuine desire to address societal and environmental concerns. However, they often appear fragmented, competing, or anecdotal, and can be dismissed for lacking rigorous scientific backing.
Yet “folk theories”, although lacking academic foundations, should not be dismissed. Frequently, they are based on the empirical observation of real-world events and draw on their proponents’ practical experience of dealing with them.
What if these theories could be unified under a scientific framework? Margaret Archer’s Morphogenetic Cycle, a sociological model explaining how social structures, cultural systems, and human agency interact over time to yield social change, provides just such a foundation. By grounding these “folk theories” in Archer’s model, we can see them not as disparate or competing ideas but as complementary strategies in the dynamic process of societal transformation.
Archer’s Morphogenetic Cycle: A Quick Overview
Margaret Archer’s Morphogenetic Cycle is a framework for understanding how structure (societal organisation), culture (our values norms and beliefs), and agency (our ability to make decisions and act on them) interact to bring about either social stability (morphostasis) or change (morphogenesis). The cycle comprises the perpetually ongoing repetition of four key components:
- Structural and Cultural Conditioning: Existing social structures (e.g., institutions) and cultural systems (e.g., norms, values) shape the opportunities and constraints for individual human action.
- Individual Reflection: individuals reflect on these opportunities and constraints deciding whether they support them or wish to alter them.
- Social Interaction: Human agents, individually or collectively, act within and upon social structures and cultural systems. Their actions can reinforce the status quo or challenge it.
- Structural and Cultural Elaboration: As a result of these actions, structures and cultures are either reproduced (stability) or transformed (change).
This cycle allows us to see how individual and collective actions contribute to societal transformations over time.
Folk Theories: Intuitive Strategies for Social Change
On platforms like LinkedIn, countless individuals and organisations promote strategies for social change, often without connecting them to established scientific theories. These include:
- Personal Empowerment and Leadership: Advocating for individual growth as a precursor to societal transformation.
- Grassroots Mobilisation: Encouraging community-based action to address systemic issues.
- Social Entrepreneurship: Combining innovation with profit motives to tackle social problems sustainably.
- Digital Activism: Leveraging online platforms to amplify voices and drive awareness.
- Conscious Consumerism: Using ethical consumption to push corporations toward social responsibility.
- Mindfulness and Cultural Transformation: Promoting inner change to inspire collective shifts in values and beliefs.
- Network Building and Collaboration: Creating alliances across sectors to drive unified action.
While these approaches can be labelled as “folk theories” and critiqued for lacking scientific rigor, they align closely with Archer’s model.
The Unifying Power of the Morphogenetic Cycle
When viewed through the lens of the Morphogenetic Cycle, these strategies are not random or competing but rather complementary tools for leveraging different phases of societal change:
- Personal Empowerment and Leadership focuses on building agency, a foundational element of Archer’s model, enabling individuals to act within and upon social structures.
- Grassroots Mobilisation emphasises collective agency, where groups challenge structures and initiate morphogenesis.
- Social Entrepreneurship introduces innovative ideas that reshape cultural norms and structural systems, contributing to structural and cultural elaboration.
- Digital Activism amplifies agency and accelerates cultural morphogenesis by spreading new values and narratives.
- Conscious Consumerism enables individual choices to cumulatively drive structural adjustments and the transformation of existing systems.
- Mindfulness and Cultural Transformation directly addresses cultural conditioning, altering values and beliefs to prepare society for deeper systemic change.
- Network Building and Collaboration strengthens collective agency and creates synergy across sectors, making structural and cultural elaboration more impactful.
By recognising these connections, we can move beyond fragmentation and foster collaboration among the proponents of “folk theories”, uniting their efforts under the scientifically grounded Morphogenetic Cycle.
Morphostasis or Morphogenesis: The Choice is Ours
Not all societal transformations are progressive. Without coordination, these strategies can work at cross-purposes or fail to achieve meaningful impact. By understanding the Morphogenetic Cycle, we can:
- Avoid Fragmentation: Proponents of “folk theories” can see their strategies as complementary rather than competing.
- Encourage Collaboration: Networks of activists, entrepreneurs, and thought leaders can align their efforts to maximise impact.
- Target Specific Phases of Change: By identifying where a society stands in the Morphogenetic Cycle, efforts can be tailored to either challenge existing systems or reinforce positive stability.
Call to Action
To the proponents of “folk theories” promoting social change: your strategies have value and intuitive wisdom. By connecting them to Margaret Archer’s Morphogenetic Cycle, you can deepen their impact, gain credibility, and collaborate more effectively.
To researchers and educators: help bridge the gap between theory and practice. By making the Morphogenetic Cycle more accessible, you can empower these change-makers with a scientific framework for their work.
Social change is a complex, dynamic process. The more we understand and collaborate, the more effective we will be in shaping a society that reflects our shared values and aspirations. Together, we can transform fragmented folk theories into a unified movement for meaningful change.
If you are interested in being a part of this, then please join the Motivational Reflexivity Network on LinkedIn or Facebook where you can learn more about the Morphogenetic Cycle and begin the conversation.

