Rethinking grassroots campaigners in the digital media: The ‘grassroots orchestra’ in Italy

Vergani, Matteo 2014, Rethinking grassroots campaigners in the digital media: The ‘grassroots orchestra’ in Italy, Australian journal of political science, vol. 49, no. 2, pp. 237-251, doi: 10.1080/10361146.2014.898129.

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Title Rethinking grassroots campaigners in the digital media: The ‘grassroots orchestra’ in Italy
Author(s) Vergani, MatteoORCID iD for Vergani, Matteo
Journal name Australian journal of political science
Volume number 49
Issue number 2
Start page 237
End page 251
Total pages 15
Publisher Taylor & Francis
Place of publication Abingdon, Eng.
Publication date 2014-04-03
ISSN 1036-1146
Keyword(s) grassroots activism
digital media
social movements
Summary The diffusion of digital media allows the emergence of new types of relations between grassroots campaigners and organisers. This article presents the results of a comparative qualitative study of two Italian cases of grassroots online participation: a local electoral campaign and a single-issue social movement. The first case is ‘Tell your Milano’, a project that took place during the electoral campaign for Mayor of Milan in the spring of 2011. The second case is the ‘Purple People’ (Popolo Viola), an Italian social movement started in 2009 to demand the resignation of the Prime Minister, Silvio Berlusconi. The article introduces the concept of a ‘grassroots orchestra’: a grassroots campaign aimed at a short-term objective, coordinated by a non-grassroots political actor and performed by a community sharing a uniform and coherent context.
Notes peerreview_statement: The publishing and review policy for this title is described in its Aims & Scope. aims_and_scope_url:
Language eng
DOI 10.1080/10361146.2014.898129
Field of Research 160803 Race and Ethnic Relations
160599 Policy and Administration not elsewhere classified
Socio Economic Objective 970116 Expanding Knowledge through Studies of Human Society
HERDC Research category C1.1 Refereed article in a scholarly journal
ERA Research output type X Not reportable
Copyright notice ©2014, Taylor & Francis
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