The Decoupling of Stigma and Sanctions: A Historical Process Model of Social Control Evolution

This study examines how stigmatized practices transition from pure prohibition to regulated acceptance. Drawing on the evolution of cannabis regulation in Canada from 1923 to 2001, we develop theory about the decoupling of stigma and sanctions over time. Our findings reveal that while stigma and sanctions are initially tightly coupled when targeting marginalized clienteles, this relationship transforms as practices spread to more privileged or legitimate groups. Through analyzing three distinct periods—marginalized groups (1923-1960), counter-culture movements (1960-1990), and medical users (1990-2001)—we identify key mechanisms in this evolution. We show how the intensification of punitive measures paradoxically generates greater acceptance when enforcement affects broader societal groups, while the emergence of legitimate clienteles enables more accommodating forms of social control. This research contributes to organizational theory by theorizing the process of stigma decoupling, explaining how social control evolves from purely constraining to more enabling forms, and illuminating the role of different types of social control agents—both constraining and enabling—in driving regulatory transformation. Our findings offer insights into how societies adapt their control mechanisms as stigmatized practices spread beyond their initial user bases, with implications for understanding the regulation of contested practices.

About Wesley Helms

Wesley Helms is as an Associate Professor of Strategic Management and the Social Innovation Management Research Scholar at Brock University’s Goodman School of Business. He received his PhD from the Schulich School of Business at York University. He is currently a Research Fellow at the Center for Social Innovation at the University of Cambridge’s Judge Business School. Wes studies the strategies of organizational actors that are marginalized for their core practices or their work with marginalized actors to better understand how they navigate the social and economic sanctions they experience. These organizations range from social enterprises to cold-climate fine wineries to mixed martial arts organizations. His work has been published in the Academy of Management Review, Academy of Management Journal and Strategic Management Journal.

 As always, we are offering 1:1 sessions to meet with our speaker as well as lunch and dinner pots. The sign-up for the 1:1 sessions can be found here: GCRS Series - Google Sheets.