Узойкина Екатерина Александровна
Emergence of Virtual Publics in Social Media: from On-line to Off-line, from Local to Global Participation
Политический анализ и публичная политика
The concept of public has changed through time and in the digital era classical theories are not enough for its understanding. The development of Internet which allows rapid and cheap non-hierarchical connection of individuals around the world have brought changes to the mechanisms of emergence, organization and mobilization of public. Social networks implying three forms of sociality: cognition, communication and cooperation, bypass the commercial bias of the mainstream media and change people’s behavioral patterns contributing to the formation of new type of publics. The public formed in digital space does not stay constant, it has a potential to evolve into offline public or fuel already existing ones. This transition we study using the Italian case of Five Star Movement, political party, which started as a blog about national problems and with time has become a real political actor. Moreover, the phenomenon of virtual engagement can start on the local scope, but then disperse globally. The local issue can become a catalyst for global public mobilization as it happens in the example of aftermath of Charlie Hebdo editorship shooting, which from the beginning was a country-based case, but very fast the slogan “Je suis Charlie” was chanted by global chorus. These public transitions are resulting not only from technological features of the Internet but also are determined by some social mechanisms, which we figure out by analyzing social media contents and conducting survey and summarize as search for unity, strong opposition “them”-“us”, need to make personal investment, previous success of public, circulation of powerful message, adherence to same symbols, desire to contribute to collective action and many more, presented in this research.
Текст работы (работа добавлена 18 мая 2016г.)