Jon Bertilsson
Universitetslektor
Movement Parties as Brand Platforms : The Case of the 5 Star Movement
Författare
Redaktör
- Mona Moufahim
Summary, in English
Abstract This chapter contributes to the current debate on ideology,
social movements and political activities in a branded society. Adopting
a sociological perspective on brands as platforms, the chapter shows how
brands support grass-roots social movements to structure their political
actions. Through the analysis of the Five Star Movement (M5S), a digital
political party, the chapter illustrates how brand-coordinated activism
expands the range of democracy by helping consumers-citizens to achieve
political goals. All in all, our study unveils how political brand platforms
work as changemakers as they organise and channel political views and activities allowing consumer-citizens to gain political voice and achieve
political change.
social movements and political activities in a branded society. Adopting
a sociological perspective on brands as platforms, the chapter shows how
brands support grass-roots social movements to structure their political
actions. Through the analysis of the Five Star Movement (M5S), a digital
political party, the chapter illustrates how brand-coordinated activism
expands the range of democracy by helping consumers-citizens to achieve
political goals. All in all, our study unveils how political brand platforms
work as changemakers as they organise and channel political views and activities allowing consumer-citizens to gain political voice and achieve
political change.
Avdelning/ar
- Marknadsföring
Publiceringsår
2022
Språk
Engelska
Sidor
103-121
Publikation/Tidskrift/Serie
Political Branding in Turbulent Times
Dokumenttyp
Del av eller Kapitel i bok
Förlag
Palgrave Macmillan
Ämne
- Business Administration
Nyckelord
- Social movement
- Five Star Movement
- (M5S)
- Digital political party
- Brand platform
- Activism
Aktiv
Published
ISBN/ISSN/Övrigt
- ISBN: 978-3-030-83229-2