RT journal article
T1 Evolution of digital activism on social media: opportunities and challenges
T2 Evolución del activismo digital en los medios sociales: oportunidades y retos
A1 Castillo Esparcia, Antonio
A1 Caro Castaño, Lucía
A1 Almansa-Martínez, Ana
A2 Marketing y Comunicación
K1 Digital activism
K1 Social networking sites
K1 Social media
K1 Affordances
K1 Affective publics
K1 Influencers
K1 Virality
K1 Datafication
K1 Connective action
K1 Data activism
K1 Interest groups
K1 Hacktivism
K1 Clicktivism
K1 Slacktivism
K1 Playful activism
AB The social media revolution has affected all areas, including activism. However, there is scepticism about its emancipatory capacity, and it is considered by some to be a distorted form of activism. This article presents a review of the existing literature on digital activism, starting with the concept itself, and examines its impact on the organisation of activists and citizen participation. Likewise, based on the platformisation of these spaces and the evolution of their affordances, we observe growth in individual, strategic and low-commitment participation, the accentuation of the role of emotions in media that promote virality, and the assumption of playful forms of politainment by activists –especially on TikTok–. On the other hand, the strategies carried out by organisations to promote activism in relation to their causes are investigated, such as the generation of arguments provided by the interest group and the involvement in an action of dissemination, co-creation and replication of activists. Finally, the main challenges of digital activism are indicated: the growing inequality in terms of access to algorithmic visibility between activists and brands, influencers and interest groups; the desirability of complementing playful activism with work in alternative digital media that allows for more stable forms of collaboration; and the need to protect activists against the growth of hate speech on these platforms.
SN 1386-6710
YR 2023
FD 2023-05-09
LK http://hdl.handle.net/10498/29908
UL http://hdl.handle.net/10498/29908
LA eng
NO Este estudio es resultado del proyecto “Lobby y comunicación en la Unión Europea. Análisis de sus estrategias de comunicación”, financiado por el Ministerio de Ciencia e Innovación de España. Programa Nacional de I+D+I, 2020. Código de proyecto: PID2020-118584RB-I00.
DS Repositorio Institucional de la Universidad de Cádiz
RD 21-sep-2026