The logics of digital advocacy: Between acts of political influence and presence

Research output: Contribution to journalArticlepeer-review


A growing body of research highlights how the Internet and social media offer new platforms for advocacy. This article contributes to the debates on digital advocacy by combining interest group and social media studies and present the notions of digital access politics, digital information politics, and digital protest politics for a comprehensive analysis of digital advocacy. Based on a netnographic study of two highly different advocacy groups working with workers’ rights in a Swedish context, we find that online and offline activities are highly interconnected. While previous studies have largely focused on how groups gain political influence, present digital advocacy is much more oriented towards gaining political presence through social media. The article proposes that future studies into advocacy in the digital era needs to study acts for political influence and acts for political presence as intertwined or even as two sides of the same coin.
Original languageEnglish
Pages (from-to)1528-1545
Number of pages18
JournalNew Media & Society
Issue number7
Early online date2019 Feb 1
Publication statusPublished - 2019

Subject classification (UKÄ)

  • Sociology
  • Media Studies

Free keywords

  • advocacy
  • social media
  • protest politics
  • interest groups
  • information politics
  • lobbying
  • access politics
  • netnography
  • presence
  • Sweden
  • labour movement


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