The rise and fall of collective identity in networked movements: communication protocols, Facebook, and the anti-Berlusconi protest

This paper explores the impact of communication protocols on the development of collective identity in networked movements. It focuses primarily on how communication protocols change patterns of interactions and power relationships among the constituents of social movements. The paper suggests that the communication protocols of commercial social networking media lead to organizational centralization and fragmentation in social movements by eroding one of the preconditions of collective identity, namely solidarity. The empirical material presented is part of a PhD dissertation on a political protest movement and their use of Facebook as a core communication and organizational platform. The data gathering is multi-methodological and relies on both qualitative and quantitative data collection techniques in the form of a historical analysis of interaction patterns, and a content analysis of online conversations among activists.

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