Author Description
Among the ways that digital media has transformed political activism, the most remarkable is not that new media allows disorganized masses to speak, but that it enables organized activist groups to listen. Beneath the waves of e-petitions, "likes," and hashtags lies a sea of data - a newly quantified form of supporter sentiment - and advocacy organizations can now utilize new tools to measure this data to make decisions and shape campaigns. In this book, David Karpf discusses the power and potential of this new "analytic activism," exploring the organizational and media logics that determine how digital inputs shape the choices that political campaigners make. He provides the first careful analysis of how organizations like Change.org and Upworthy.com influence the types of political narratives that dominate our Facebook newsfeeds and Twitter timelines, and how MoveOn.org and its "netroots" peers use analytics to listen more effectively to their members and supporters. As well, he identifies the boundaries that define the scope of this new style of organized citizen engagement. But also raising a note of caution, Karpf identifies the dangers and limitations in putting too much faith in these new forms of organized listening.
Menrva's Summary
THE THESIS
How do digital data collection and analytic tools fundamentally alter the strategic decision-making processes of modern political advocacy organizations? David Karpf, an associate professor at George Washington University specializing in digital politics, examines the shift from broadcast-style activism to data-driven organizational listening. He argues that the rise of digital platforms has enabled activist groups to quantify supporter sentiment, thereby creating a new 'analytic activism' that dictates the narratives and campaign tactics seen on social media. The book provides a framework for understanding the organizational logic that governs how these groups interpret digital inputs to shape public discourse.
THE SCOPE MAP
What You Will Find
- Analysis of digital listening tools and metrics used by advocacy organizations
- Case studies of digital-first entities like Change.org, Upworthy, and MoveOn.org
- Examination of the 'netroots' organizational model
- Discussion of the feedback loop between social media algorithms and activist strategy
Scope Limits
- Does not cover individual-level grassroots activism outside of organized groups
- Does not provide a technical manual for specific data analytics software
THE AUTHORITY PERSPECTIVE
Experts and political scientists recognize this work as a foundational text for understanding the intersection of digital media and organizational strategy. Readers frequently note the academic rigor of the prose, which balances theoretical analysis with practical observations of modern political campaign management.
Page Count:
219
Publication Date:
2016-01-01
Publisher:
Oxford University Press
ISBN-10:
0190266120
ISBN-13:
9780190266127
Sociology
Political activism
Communication Studies
Communication in politics
Data Mining
Digital Media
Technology and Society