Evolution of digital activism on social mediaopportunities and challenges

  1. Castillo-Esparcia, Antonio 1
  2. Caro-Castaño, Lucía 2
  3. Almansa-Martínez, Ana 1
  1. 1 Universidad de Málaga
    info

    Universidad de Málaga

    Málaga, España

    ROR https://ror.org/036b2ww28

  2. 2 Universidad de Cádiz
    info

    Universidad de Cádiz

    Cádiz, España

    ROR https://ror.org/04mxxkb11

Revista:
El profesional de la información

ISSN: 1386-6710,  1699-2407

Año de publicación: 2023

Título del ejemplar: Network activisms

Volumen: 32

Número: 3

Tipo: Artículo

DOI: 10.3145/EPI.2023.MAY.03 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: El profesional de la información

Resumen

La revolución vivida con los medios sociales ha afectado a todos los ámbitos, también al activismo. Sin embargo, existe escepticismo en cuanto a su capacidad emancipadora y es considerada por algunos como una forma desvirtuada de activismo. En este artículo se realiza una revisión de la literatura existente sobre activismo digital, comenzando con el propio concepto, y se estudia su impacto sobre la organización de los activistas y la participación de la ciudadanía. Asimismo, partiendo de la plataformización de estos espacios y de la evolución de su diseño de affordances, se observa un crecimiento de la participación de modo individual, estratégico y de bajo compromiso, la acentuación del papel de las emociones en unos medios que potencian la viralidad, y la asunción de las formas lúdicas del politainment por parte de los activistas (especialmente en TikTok). Por otra parte, se investigan las estrategias realizadas por las organizaciones para promover el activismo en relación con sus causas, como es la generación de argumentos suministrados por el grupo de interés y la implicación en una acción de difusión, cocreación y replicación de los activistas. Finalmente, se indican los principales retos del activismo digital: el crecimiento de la desigualdad en términos de acceso a la visibilidad algorítmica entre activistas y marcas, influencers y grupos de interés; la conveniencia de complementar el activismo lúdico con el trabajo en medios digitales alternativos que permitan formas más estables de colaboración; y la necesidad de proteger a los activistas frente al crecimiento de los discursos de odio.

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Fuente de los datos: Dialnet