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The purpose of this study is to investigate the role of connective action characterised by interconnection and personal communication on social media (SM) for participating in collective action in the physical world of social movements.

A research model is developed integrating different modes of connective action into the social identity model of collective action (SIMCA) to investigate pathways to participating in offline collective action (CA) from an individual perspective. Following a survey design approach, data collected from 194 respondents in the background of Egypt's social movements are examined using partial least squares (PLS) path modelling and mediation analyses.

The authors' main results reveal that interactive socialisation (IS) on SM provides an important momentum for the user to internalise (consume) and externalise (share) content online from a social learning perspective. In terms of translating these activities to participating in offline CA, the authors find support for two independent causal chains: An “instrumental” chain building on content externalisation (CE) and efficacy considerations and an “obligatory” chain based on content internalisation (CI) and collective identity.

The authors' results highlight the individual-level origins of offline mobilisation in social movements, which are not only grounded in social-psychology, but also develop out of interrelated connective actions supporting social learning. Prior work has mainly conceptualised the value of SM in social movements for online political communication. The authors' conceptualisation is novel in terms of integrating online and offline behaviours with social-psychological perspectives and the application with primary data in a protest movement context that heavily relied on connective actions for offline mobilisation.

The study utilises unique survey data gathered from 12,427 party members. The dependent variable measures party members’ in-party commitment and is based on willingness to donate money, to contribute effort, the feeling of belonging in the party network and social trust in the party network.

In this article, we study how different extra-parliamentary online and offline activities are associated with in-party commitment amongst political party members from the six largest Finnish parties. We especially delve into the differences between members of the Finnish parties.

We found that extra-parliamentary political activity, including connective action through social media networks and collective action through civic organisations, is highly associated with members’ in-party commitment. Additionally, members of the newer identity parties more effectively utilised social media networks, whilst the traditional interest parties were still more linked to traditional forms of extra-parliamentary political action.

By employing the sociological network theory perspective, the study contributes to ongoing discussions surrounding the impact of social media on political participation amongst party members, both within and beyond the confines of political parties.

This chapter examines possible relationships between use of social media in online mobilization and mainstream print media coverage during the June 2013 protests in Brazil, a series of demonstrations which happened throughout the country initially around bus ticket prices.

In order to develop the research, we compared news from leading Brazilian newspapers (O Globo, Folha de S. Paulo, Estadão, and O Dia) with the activities of most influential Twitter users in the dissemination of messages about these events in the country during the period from June 01 to 30, 2013. The results show trends in the emerging dynamics of social organization that may indicate the role of old and new media in today’s Brazilian politics.

The research analyzed the extent to which the events occurring on the streets shaped and/or reflected user-generated social media content.

This study scrutinizes the convergence between commercial advertising and the political vision of social movement in media advertisements. This study deliberates how commercial advertisement could be compatible with movement discourses and social resistance. Such hybridization between commercial narration and movement discourses is different from political advertising sponsored by political and civic organizations. This study uses an advertising campaign in Hong Kong which expressed outcry against police search on an outspoken media as a case study to conceptualize advertising activism with the thematic analysis of the movement discourses shown in printed advertisements. This study aims to engage with scholarly dialogue surrounding social movement studies and discuss how movement discourses could hybridize with commercial advertisement.

This study examines the discourses and textual features of an advertising campaign initiated by the public instead of political elites and social movement organizations in Hong Kong, in which various individual citizens, anonymous participants, business enterprises and civic organizations expressed their anger over a police search against an outspoken media (Apple Daily) by Hong Kong police. This bottom-up advertising campaign shows how the narration of commercial advertising could be hybridized with the activism for social resistance, which is conceptualized as advertising activism in this paper.

Based on the textual features and discourses embedded in the advertisements, this study investigates the printed advertisements mushroomed in Apple Daily since the police search in August 2020 by the thematic analysis under the concept of advertising activism: frame construction, identities mobilization and decentered solidarity. Advertising activism differs from commercial and political advertising from two ways. Firstly, its advertisements are cosponsored by numerous nonpolitically well-known individuals or organizations. Secondly, advertising activism feature with hybridization between commercial narration and political or movement discourses. Discourses of advertising activism aim to mobilize the commercial identity of consumers for noncommercial means by their consumption behaviors.

The findings illustrate a hybridization of commercial narration and movement discourses stemming from social movement and identity politics, which is coined by our conceptualization of advertising activism. While commercial and political advertising focus on business promotion and political messages, respectively, advertising activism demonstrates multiple layers of cultural meanings on the consumption behaviors which hybridize with political and movement discourses. The authors hope this study could unleash further intellectual dialogue on the social role of advertising in social movement and how movement discourses “spillover” from social events to the commercial advertisement.

This chapter analyzes #YesAllWomen, one of the largest, most visible, feminist Twitter events of recent years. Though hashtags and other forms of digital activism are not always taken seriously as politics, in this project we investigate #YesAllWomen and its recirculation through media and public blogs, as an important instance of contemporary feminist discursive activism. Specifically, we argue that the hashtag functioned, first, as a site of collective identity for participants, and we describe some of the ways in which this identity building was achieved, and second, we argue that through its links to and recirculation by other platforms and media, #YesAllWomen also functioned as a public protest or agenda-building event with impact on public discourse beyond Twitter. Our project draws on content and discourse analysis methods to analyze the #YesAllWomen hashtag and to trace its interaction with other discourses such as news and blogs, including an automated content analysis of almost two million tweets and an analysis of a sample of 251 media and blog stories. We note that contemporary feminists are using digital media, in this case a Twitter hashtag, to achieve many of the same discursive goals of knowledge building and critique that have previously been achieved using other communications strategies such as consciousness-raising groups, publishing collectives, media strategies, and zaps.

The work of caring has assumed utmost importance during the devastation caused by the pandemic. We employ the feminist theory of care ethics within the context of food provisioning during the pandemic, and examine the work of Food for Chennai, a group of micro-volunteers in the city of Chennai, India who provide home-cooked meals, free of charge, to COVID-19 patients and households that are in quarantine. Using textual and visual data from social media posts (Facebook, WhatsApp, and Instagram), interviews with an organizer of the movement, and print – media articles, we trace the evolution of this movement, and argue that this network of care could not have developed or grown without the use of digital infrastructure and the affective campaigning that it enables. We add to the scholarship of three linked bodies of work – digital activism, food ethics, and the ethics of care – by grounding our analysis in the immediacy of the crisis and suggesting avenues for thinking about ethical issues and digital activism as crisis response in the future. We conclude by offering ways of reimagining food systems that could embrace values of care in the post-pandemic world.