The “Popolo viola”. Networked Publics
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Transcript of The “Popolo viola”. Networked Publics
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Giovanni [.] Boccia Artieri [@uniurb.it]Fabio [.] Giglietto [@uniurb.it]Mario [.] Orefice [@uniurb.it]
LaRiCA/Department of Communication StudiesUniversità di Urbino Carlo Bo
The “Popolo viola”. Networked Publics and civic engagement in Italy on social media
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NETWORKED PUBLICS AND THE NEW PUBLIC SPHERE(S)
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Networked public(s) culture
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public sphere connected public spheres
A new structural transoformation of the Public Sphere
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MEDIA PARTICIPATION, CIVICNESS AND POLITICAL ENGAGEMENT
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(Bennett 2008)
Shift of the civicness paradigm
Dutiful Citizenship (DC) obligation to participate in government
centered activities; voting is the core democratic act; information by following mass media; joins civil society organizations and/or
expresses interests through parties
Self-Actualizing Citizenship (SAC) diminished sense of government obligation
-higher sense of individual purpose; voting is less meaningful than other, more
personally defined acts such as consumerism, community volunteering, or transnational activism;
mistrust of media and politicians is reinforced by negative mass media environment;
favors loose networks of community action often established or sustained through friendships and peer relations and thin social ties maintained by interactive information technologies.
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Mediated civicness
• participatory culture: focus on participation means new emphasis on the ways people act upon media content (Jenkins 2006)
• participatory politics: anchored in non-hierarchical and informal networks, eschew traditional political intermediaries as campaigns, parties, and interest groups (Zukin 2006)
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Political knowledge (information/communica
tion based)
Political particiaption (action-based)
Knowledge and participation
Politi
cal e
ngag
emen
t
(Feezell et al, 2009)
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THE RAISE OF “POPOLO VIOLA”. BRIEF HISTORY AND MEDIA ECOLOGY
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Brief history of the movement
2009-10-18 - 2009-10-24
2009-11-01 - 2009-11-07
2009-11-15 - 2009-11-21
2009-11-29 - 2009-12-05
2009-12-13 - 2009-12-19
2009-12-27 - 2010-01-02
2010-01-10 - 2010-01-16
2010-01-24 - 2010-01-30
2010-02-07 - 2010-02-13
2010-02-21 - 2010-02-27
2010-03-07 - 2010-03-13
2010-03-21 - 2010-03-27
2010-04-04 - 2010-04-10
2010-04-18 - 2010-04-24
2010-05-02 - 2010-05-08
2010-05-16 - 2010-05-22
2010-05-30 - 2010-06-05
2010-06-13 - 2010-06-19
2010-06-27 - 2010-07-03
2010-07-11 - 2010-07-17
2010-07-25 - 2010-07-31
2010-08-08 - 2010-08-14
2010-08-22 - 2010-08-28
2010-09-05 - 2010-09-11
2010-09-19 - 2010-09-25
2010-10-03 - 2010-10-09
0
20
40
60
80
100
120
Interest over time
no berlusconi day+nobday popolo viola
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Italian newspapers front pages
6th of December 2009, the day after the no-B day
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Brief history of the movement
2009-10-18 - 2009-10-24
2009-11-01 - 2009-11-07
2009-11-15 - 2009-11-21
2009-11-29 - 2009-12-05
2009-12-13 - 2009-12-19
2009-12-27 - 2010-01-02
2010-01-10 - 2010-01-16
2010-01-24 - 2010-01-30
2010-02-07 - 2010-02-13
2010-02-21 - 2010-02-27
2010-03-07 - 2010-03-13
2010-03-21 - 2010-03-27
2010-04-04 - 2010-04-10
2010-04-18 - 2010-04-24
2010-05-02 - 2010-05-08
2010-05-16 - 2010-05-22
2010-05-30 - 2010-06-05
2010-06-13 - 2010-06-19
2010-06-27 - 2010-07-03
2010-07-11 - 2010-07-17
2010-07-25 - 2010-07-31
2010-08-08 - 2010-08-14
2010-08-22 - 2010-08-28
2010-09-05 - 2010-09-11
2010-09-19 - 2010-09-25
2010-10-03 - 2010-10-09
0
20
40
60
80
100
120
Interest over time
no berlusconi day+nobday popolo viola
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Italian newspapers front pages
14th of March 2010, rally against «decreto salva liste»
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Brief history of the movement
2009-10-18 - 2009-10-24
2009-11-01 - 2009-11-07
2009-11-15 - 2009-11-21
2009-11-29 - 2009-12-05
2009-12-13 - 2009-12-19
2009-12-27 - 2010-01-02
2010-01-10 - 2010-01-16
2010-01-24 - 2010-01-30
2010-02-07 - 2010-02-13
2010-02-21 - 2010-02-27
2010-03-07 - 2010-03-13
2010-03-21 - 2010-03-27
2010-04-04 - 2010-04-10
2010-04-18 - 2010-04-24
2010-05-02 - 2010-05-08
2010-05-16 - 2010-05-22
2010-05-30 - 2010-06-05
2010-06-13 - 2010-06-19
2010-06-27 - 2010-07-03
2010-07-11 - 2010-07-17
2010-07-25 - 2010-07-31
2010-08-08 - 2010-08-14
2010-08-22 - 2010-08-28
2010-09-05 - 2010-09-11
2010-09-19 - 2010-09-25
2010-10-03 - 2010-10-09
0
20
40
60
80
100
120
Interest over time
no berlusconi day+nobday popolo viola
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Italian newspapers front pages
3rd of October 2010, the day after the «no-B day 2»
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Before the «no-B day»
2007-04-01 - 2007-04-072007-11-11 - 2007-11-172008-06-22 - 2008-06-282009-02-01 - 2009-02-072009-09-13 - 2009-09-192010-04-25 - 2010-05-010
20
40
60
80
100
120
Interest over time
no berlusconi day+nobday popolo viola vaffanculo day+vday
V2-Day
V-Day
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Italian newspapers front pages
9th of September 2007, the day after the «v-day»
(Pepe & Di Gennaro 2009)
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“POPOLO VIOLA” WEB ECOLOGY4
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Website link analysis
IssueCrawler + Gephi
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“POPOLO VIOLA” ON FACEBOOK5
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Retrieved on March 30, 2009 (using the keyword “Popolo viola” on Facebook internal search engine)
Purple groups and pages on Facebook
groups pages0
50
100
150
200
250
214
103
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75%
17%
8%
Small groups (1-500) Medium groups (501-1500) Large groups (+ 1501)
Groups segmentation by size
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*representative for size type and geographic location
Qualitative analysis
• Based on a random sample of 40 groups*;• Content analysis of wall posts, photos, videos,
discussion board and group descriptions;• Comparison of two periods of time “No B-day”
[19/11-8/12 2009] and a random selected “non active two weeks” [26/04-09/06 2010];
• Development and test of a model aimed to analyze new forms of political movements.
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THE POLITICAL-ACTIVISM/SHAPED-INFORMATION (P.A.S.I.) MODEL
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Political-activism axis
affiliation action
Shaped-information axis
representation
organization
The P.A.S.I. model (1/2)
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organization
action
affiliation
representation
P.A.S.I. model (2/2)
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Active vs non active weeks comparisonOrganization
Action
Representation
Affiliation 0
200
400
no B-day non active week
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Groups by sizeOrganization
Action
Representation
Affiliation 0
100
200
small groups [1-500] medium groups [501-1500] large groups [+ 1501]
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Conclusions and future works
• A truly web based movement;• Self-representation as a key factor;• Facebook as a political platform;• Social media as a trace of the evolution of a
phenomenon;• Testing the model on different political
movements.