COLLECTIVE ACTION: TRANSFORMATION OF ONLINE RESOURCE INTO OFFLINE ACTIVITY (A CASE STUDY OF POLITICAL PROTEST CAMPAIGNS UNDER A. NAVALNY’S LEADERSHIP)
Keywords:
collective action, protest, Internet, social media, civic activism, e-participation, A. NavalnyAbstract
The article considers the development of the Internet and social media as factors that create new opportunities for citizens’ collective action and discovers that they provide a wide range of tools for organizing and implementing collective action – expression, community building, communication, voting, finding solutions to problems, and fundraising, and creating a critical mass of disaffected people. The potential of the Internet and social media are examined in detail through the analysis of collective actions organized by A. Navalny in 2010-2017. This study starts with an analysis of A. Navalny’s independent activity in the framework of campaigns for the rights of minority shareholders of large corporations and then – against corruption and non-fulfillment of official duties (RosPil, RosYama, etc). One of the first significant results of this activity was his participation in the Moscow mayoral election, resulted in him ranking second (27.24 % of the votes), which helped in the transformation of his online influence into an offline one. In the following years, he developed a lot of activities in public projects criticizing power, creating films and his YouTube channel. The study highlights specific periods of A. Navalny’s career path with the most successful projects being analyzed. Quantitative analysis methods were applied during the study to confirm this assessment.The findings suggest that A. Navalny has successfully formed a social and political capital through online activity and ICT, which he managed to convert into fame and an ability to organize mass offline political actions throughout the country. DOI: 10.17072/2218-1067-2020-2-98-110References
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