Examining Plogging in South Korea as a New Social Movement: From the Perspective of Claus Offe's New Social Movement Theory.

This study examines plogging as an environmental movement, using Claus Offe's new social movement theory to critically analyze why its value as an environmental movement has not been recognized in Korean society. Four rounds of in-depth interviews and narrative analysis were conducted between 2 October and 28 December 2022, which involved eight individuals who participated in and organized the plogging movement. The results revealed three reasons for plogging's failure to be appreciated by Korean society as an environmental movement: (1) the plogging movement overlaps with existing social movements; (2) the generational gap related to plogging movement participants stemming from the "new middle class"; and (3) conglomerates using the plogging movement as a marketing tool. The plogging movement has value as a new proactive, social movement for environmental protection that centers on people's participation. However, long-standing ideological and structural issues embedded in Korean society hinder the recognition of plogging's value.