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Exploring social change through social media: the case of the Facebook group Indignant Citizens

Yannopoulou, N.; Liu, M.; Xuemei, B.; Pereira Heath, T.

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N. Yannopoulou

M. Liu

B. Xuemei

T. Pereira Heath


This study examines the role of social media in facilitating the network of a social movement, the novel forms of exchange networks that are fashioned by participants of this movement and the drivers and effects of individuals' engagement therein. Specifically, using the lens of political consumerism, we look at the movement of self-described Indignant Citizens in Greece to reveal the underlying motivations for participants to engage in this social movement, the dynamics of their engagement and the ways in which Indignant Citizens' online presence enables identity expression, community-building and social change. We draw on interpretive analysis of findings from eight focus groups with members of Indignant Citizens. The findings reveal how this movement and the shared identity developed amongst its members empower our participants by giving them a voice and engage them in role mobilization, drive specific actions towards the conceptualization of a shared utopia and provide them with a platform to organize action and employ desired practices for the co-creation of useful and gratifying exchanges.

Journal Article Type Article
Acceptance Date Feb 3, 2019
Online Publication Date Feb 14, 2019
Publication Date 2019-07
Deposit Date Feb 13, 2019
Publicly Available Date Feb 15, 2021
Journal International Journal of Consumer Studies
Print ISSN 1470-6423
Electronic ISSN 1470-6431
Publisher Wiley
Peer Reviewed Peer Reviewed
Volume 43
Issue 4
Pages 348-357
Keywords social media; social movements; political consumerism; identity; consumption; online; focus groups
Public URL
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