The activity-base of social movements is not featured only by those actors di-rectly involved on the physical fields of protest actions. Following McCharthy and Zald (1977), in fact, organizationally brokered or enabled connective net-works are supported as well by several actors that sympathize with the move-ments’ causes, e.g. collective or individual actors as foundations, organizations and, also, celebrities who can provide important resources. The following paper aims to open a reflection on celebrities’ endorsement role related to social movement causes: the purpose of this first exploration is to shed light on the more frequently actions’ schemes of the actual communication repertoire tied to the new media sphere, wondering about the celebrities’ re-source mobilization power both financial and participative. Following Bennet and Segerberg (2015) the actual communication repertoire is shaped by different action schemes and dynamics among which we found the digital direct actions as e.g. cyberactivism: a remote participation practice in digital media and untied from the fields of civic action (McCaughey, 2014; Fligstein and McAdam, 2011). Ascertained this background the following paper deals with a recent crowd-funding campaign named “Dana Libera tutti” and promoted by No-Tav, the Ital-ian network that from 2000’s fights against the construction of the high-speed railroad Torino-Lyon. The initiative regards the status of Dana Lauriola, a 38 years old No-Tav activist recently arrested due to her activity in a 2012 riot. The purpose of the campaign aimed to raise 25k Euros to cover the legal and detention expenses. In few months various celebrities close to the No-Tav cause have declared their solidar-ity to Dana and to the activists who promoted the initiative. Among them, very awareness and symbolic actions have been made by Zerocalcare, an Italian graphic novelist for a long time supporting No-Tav cause: a direct contribution leveraged on his audience and based on a pervasive social media posting activi-ty in order to communicate the coordinates of donation, and later making in-formative video messages about Dana status and drawing vignettes about her situation. To better explore and frame the celebrities’ role in social movements, an inte-grated empirical phase is proposed. The first part aims to clarify expectations and push factors of Zerocalcare endorsement by a direct interrogation of the artist and of the crowdfunding promoters. Later a web investigation through the social-mediascape will be done in order to test the pull factors and the en-gagement raised in terms of participation. From the attended results of this first exploration I expect its can lead not only to better understand the resource mobilization power related to the celebrities’ involvement, but as well to support further research deepening driven towards the comprehension of short or long last engagement and relations built due to cyberactivism actions.

Rethinking the resource mobilization theory in social movements digital expressions / Padricelli, Giuseppe Michele. - 1:(2024), pp. 287-307.

Rethinking the resource mobilization theory in social movements digital expressions

Giuseppe Michele Padricelli
2024

Abstract

The activity-base of social movements is not featured only by those actors di-rectly involved on the physical fields of protest actions. Following McCharthy and Zald (1977), in fact, organizationally brokered or enabled connective net-works are supported as well by several actors that sympathize with the move-ments’ causes, e.g. collective or individual actors as foundations, organizations and, also, celebrities who can provide important resources. The following paper aims to open a reflection on celebrities’ endorsement role related to social movement causes: the purpose of this first exploration is to shed light on the more frequently actions’ schemes of the actual communication repertoire tied to the new media sphere, wondering about the celebrities’ re-source mobilization power both financial and participative. Following Bennet and Segerberg (2015) the actual communication repertoire is shaped by different action schemes and dynamics among which we found the digital direct actions as e.g. cyberactivism: a remote participation practice in digital media and untied from the fields of civic action (McCaughey, 2014; Fligstein and McAdam, 2011). Ascertained this background the following paper deals with a recent crowd-funding campaign named “Dana Libera tutti” and promoted by No-Tav, the Ital-ian network that from 2000’s fights against the construction of the high-speed railroad Torino-Lyon. The initiative regards the status of Dana Lauriola, a 38 years old No-Tav activist recently arrested due to her activity in a 2012 riot. The purpose of the campaign aimed to raise 25k Euros to cover the legal and detention expenses. In few months various celebrities close to the No-Tav cause have declared their solidar-ity to Dana and to the activists who promoted the initiative. Among them, very awareness and symbolic actions have been made by Zerocalcare, an Italian graphic novelist for a long time supporting No-Tav cause: a direct contribution leveraged on his audience and based on a pervasive social media posting activi-ty in order to communicate the coordinates of donation, and later making in-formative video messages about Dana status and drawing vignettes about her situation. To better explore and frame the celebrities’ role in social movements, an inte-grated empirical phase is proposed. The first part aims to clarify expectations and push factors of Zerocalcare endorsement by a direct interrogation of the artist and of the crowdfunding promoters. Later a web investigation through the social-mediascape will be done in order to test the pull factors and the en-gagement raised in terms of participation. From the attended results of this first exploration I expect its can lead not only to better understand the resource mobilization power related to the celebrities’ involvement, but as well to support further research deepening driven towards the comprehension of short or long last engagement and relations built due to cyberactivism actions.
2024
9788838613517
Rethinking the resource mobilization theory in social movements digital expressions / Padricelli, Giuseppe Michele. - 1:(2024), pp. 287-307.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11588/962607
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