In recent years, the phenomenon of influ-activism has emerged as a convergence point between participatory practices and the dynamics of influence characteristic of the platform society, giving rise to a hybrid and innovative space. Influ-activism represents the intersection of marketing strategies and the aesthetic languages typical of influencers with the goals of mobilisation and awareness-raising central to activism. This interplay is reshaping how social causes gain visibility, engage audiences, and foster new forms of participation within the digital sphere. On the one hand, influ-activism allows activists to exploit the mechanisms of digital platforms to broaden their audience and gain greater media attention. On the other hand, it reveals contradictions and risks inherent in the interplay between market logics and dynamics of political participation. The personalisation of communication and reliance on platform algorithms raise critical questions about the volatility of public attention and the risk of reducing social causes to mere tools of entertainment. Authenticity emerges as a particularly contentious issue: activists risk being perceived as instrumental in their adoption of commercial strategies, while influencers engaged with social causes are often accused of opportunistically exploiting their advocacy. In addition to its impact on visibility, influ-activism represents a fertile ground for experimenting with new forms of aggregation around issues of collective concern. By employing strategies of emotional engagement and cultivating forms of digital intimacy, typical of influence culture, it has the potential to foster political activation among audiences. Yet, this often individualised framing of the political raises concerns about its long-term implications, particularly regarding its ability to sustain collective movements and stable communities.
Dalla visibilità alla mobilitazione e ritorno: l’influ-attivismo nell’ecosistema dei media digitali. Introduzione alla Special Issue / From Visibility to Mobilisation and Back: Understanding Influ- activism in the Digital Media Ecosystem. Introduction to the Special Issue
Marco Pedroni
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2024
Abstract
In recent years, the phenomenon of influ-activism has emerged as a convergence point between participatory practices and the dynamics of influence characteristic of the platform society, giving rise to a hybrid and innovative space. Influ-activism represents the intersection of marketing strategies and the aesthetic languages typical of influencers with the goals of mobilisation and awareness-raising central to activism. This interplay is reshaping how social causes gain visibility, engage audiences, and foster new forms of participation within the digital sphere. On the one hand, influ-activism allows activists to exploit the mechanisms of digital platforms to broaden their audience and gain greater media attention. On the other hand, it reveals contradictions and risks inherent in the interplay between market logics and dynamics of political participation. The personalisation of communication and reliance on platform algorithms raise critical questions about the volatility of public attention and the risk of reducing social causes to mere tools of entertainment. Authenticity emerges as a particularly contentious issue: activists risk being perceived as instrumental in their adoption of commercial strategies, while influencers engaged with social causes are often accused of opportunistically exploiting their advocacy. In addition to its impact on visibility, influ-activism represents a fertile ground for experimenting with new forms of aggregation around issues of collective concern. By employing strategies of emotional engagement and cultivating forms of digital intimacy, typical of influence culture, it has the potential to foster political activation among audiences. Yet, this often individualised framing of the political raises concerns about its long-term implications, particularly regarding its ability to sustain collective movements and stable communities.I documenti in SFERA sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
