RT journal article
T1 Cultural activism : A content analysis of popular culture petitions on Change.org Spain
A1 Pérez Escolar, Marta
A1 Tapia Frade, Alejandro José
A1 Lozano Delmar, Javier
A2 Marketing y Comunicación
AB The digital platforms for citizen mobilisation host a multitude of protest petitions withdifferent purposes and intentions. In this complex and pluralistic context, this study analysesthe success of citizen-driven initiatives on Change.org Spain, as this platform appearsto have become one of the most consequential participative websites in Spain, especiallyfor petitions that are related to popular culture. To this end, this study used a quantitativecontent analysis method to examine a total of 304 petitions. The main results revealsome communication weaknesses of Change.org Spain as an important platform forcyber-activism. Specifically, troll petitions—joking messages that adulterate the seriousnessof fan dynamics—are as impactful as fan or antifan initiatives; as a result, Change.org Spain has certain communicative deficiencies as a model cyber-activist channel. Onthe other hand, there are a significant number of non-diegetic petitions: the fandom profileis more concerned with issues outside popular culture than about modifying orchanging the content. Finally, our findings show that, in general, the most successfulpopular culture initiatives are better written and include a longer title and text than closedinitiatives, regardless of whether they were part of fan or antifan movements. In short,this study concludes that the length and linguistic correctness are relevant and meaningfulelements that determine the success or failure of popular culture petitions on Change.org Spain, while all other variables (addresser, audiovisual elements, popular culture communitytype and type of actions) were not significant in determining the success or failureof the e-petition. In general, most of the petitions are not successful, typically use images, usually address issues related to music, are extradiegetic, contain linguistic errors and areaddressed to an individual
PB UNIV AUTONOMA BARCELONA
SN 0211-2175
YR 2020
FD 2020-01-01
LK http://hdl.handle.net/10498/30008
UL http://hdl.handle.net/10498/30008
LA eng
DS Repositorio Institucional de la Universidad de Cádiz
RD 11-nov-2026