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The purpose of the paper is to describe the ways in which people use language to achieve mobilization. Recognizing and anticipating the discursive practices that are used online, for instance for mobilization, increasingly is a primary concern for professionals in crisis communication or issue management.

A discursive psychological perspective is drawn upon to conduct a qualitative analysis of the interactional and rhetorical features of mobilization on two Facebook event pages, and to discover patterns of talk.

Three dominant discursive patterns were identified: disputing the integrity of authorities, constructing a positive atmosphere and a feeling of “togetherness” and constructing decisive identities. These activities play an important role in mobilization and are accomplished by the use of language. Furthermore, it demonstrates that mobilization involves the concern of not overtly presenting oneself as a victim or activist.

Insights into the discursive strategies people use to achieve mobilization are important for recognizing these discursive phenomena during media monitoring. The analysis presented in this paper does not allow the authors to draw general conclusions nor the success of the strategies in terms of the actual events.

The study offers important insights for communication professionals (for instance, in the domain of crisis communication), enabling them to recognize mobilizing practices in other contexts and designing an adequate response.

The study exposes those issues that are important for mobilizing a community and creating public engagement.

In addition to other studies on the role of language in mobilization, the current study adds a perspective that takes into account both the rhetorical and the interactional features of mobilization. Furthermore, the findings are implemented in a training for professionals in the domain of crisis communication.