USING ONLINE ACTIVISM AND DIGITAL MEDIA TO CHANGE LOCAL POLITICAL ENVIRONMENT: A CASE STUDY OF ŽÍT BRNO
Journal Title: Marketing Identity - Year 2015, Vol 3, Issue 1
Abstract
This case study explores the new form of online activism on the example of situation analysis of „Žít Brno“, a local political-advocacy group in the Czech Republic. It discusses the impact of online activities to the offline world based on Deuze’s definition of digital culture and Bakardijeva’s concept of subactivism. On the example of Žít Brno we discuss that the online clicktivism or slacktivism, which contribute to the feel-good satisfaction of digital natives but stay within the online world and have no impact into the offline activities or policies, are not sufficient explanation of the online activist and political behavior.
Authors and Affiliations
Štěpán Soukeník, Denisa Hejlová
Keywords
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