Item
Social media empowerment in social movements: power activation and power accrual in digital activism
- Year
- 2019
- Publisher
- Journal of Strategic Marketing (Taylor & Francis)
- Abstract
- Social media assume a role in activism by enabling the powerless to voice widely shared grievances and organise unequally distributed resources. However, the predominant focus on the episodic effect of social media in the digital activism literature presents a limited understanding of how social media can play a role at different level of grassroots involvement and for movement continuity. By adopting a multidimensional empowerment perspective and extending the temporal scope in examining social media-enabled social movements, this study expounds on the logic of connective action (in contrast to the conventional logic of collective action) to offer a theory of social media empowerment. The study builds on a case study of an environmental movement to derive two key contributions: (1) it extends our knowledge of grassroots organising through a conceptualisation of the processes of how social media can allow individuals to assume a more proactive role in driving a social movement and (2) it provides a new understanding of the use of social media to sustain activism over time through the conceptualisation of social media empowerment mechanisms. A framework for social media empowerment in social movements is offered with implications for the mobilising practices of grassroots leaders and organisations.