This paper explores affirmative action as a social movement with two goals in mind: (a) to challenge dominant notions of higher education reform, while advancing a social movement perspective; and (b) to advance understanding of the role of collective action in supporting affirmative action in college admissions. The authors highlight ways in which proponents and opponents of affirmative action have utilized collective action as a means for advancing particular ideological visions relative to race-based admissions policies.