Wands up! Internet-mediated social advocacy organizations and youth-oriented connective action

Abstract

Internet-mediated social advocacy organizations (IMSAOs) have advanced over the past two decades. These organizations differ significantly from traditional “brick-and-mortar” non-governmental organizations (NGOs) in terms of institutional structure and some of the tactics employed to leverage both collective and connective action. Connective action may have particular relevance for young people, whose civic engagement tends to be personalized through Internet-enabled information and communication technologies—contradicting narratives implying youth are apathetic or disinterested in political and social movements. This article considers the potential significance of IMSAOs in terms of participation in social advocacy efforts, drawing on organizations leveraging fan activism—particularly the Harry Potter Alliance—as a youth-oriented example. While IMSAOs may serve as platforms and mechanisms for social debate and meaningful change by engaging young people as active stakeholders, empirical research on these emerging organizations is required.

Keywords

Activism advocacy connective action Internet non-profit online organizations social change youth

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