This chapter explains how SYRIZA managed to build international support up to the January 2015 election with very limited resources, and against mainstream coverage, by relying essentially on grassroots movements and social media. It also shows how, approaching to power, SYRIZA's political, but also communication strategy, became more institutionalised and relied less on grassroots campaigning. Methodologically, our research is based on the following research techniques: First, interviews with activists and members of the party as well as observations inside its social media team. Second, the study of online content and data from 2006 to 2015. Overall, this chapter shows that SYRIZA's campaign on the Internet relied mainly on alternative media activists who acquired a specific savoir faire and developed international networks during the intense antiausterity social movement that took place in Greece between 2010 and 2013. The campaign was also supported by young experts from the private sector that contributed on a voluntary basis. Nevertheless, its success was mainly due to the European political context and the opportunities it offered to the radical Left, rather than the communication strategy, which in any case suffered from a lack of means and from a somewhat chaotic (non) organisation.
Smyrnaios, N. and Karatzogianni, A. (2020), "The Rise of SYRIZA in Greece 2009–2015: The Digital Battlefield", Veneti, A. and Karatzogianni, A. (Ed.) The Emerald Handbook of Digital Media in Greece (Digital Activism and Society: Politics, Economy And Culture In Network Communication), Emerald Publishing Limited, pp. 289-312. https://doi.org/10.1108/978-1-83982-400-520201055Download as .RIS
Emerald Publishing Limited
Copyright © 2020 Emerald Publishing Limited