@article{
author = "Markov, Čedomir",
year = "2023",
abstract = "Cilj ovog rada je da istraži načine na koje aktivisti u Srbiji koriste digi- talne alate kako bi obezbedili pažnju publike i ostvarili ciljeve za koje se zalažu. Podaci su prikupljeni kvalitativnom analizom sadržaja digi- talnih objava deset udruženja građana i dubinskim intervjuima sa ak- tivistima. Procedurom tematskog kodiranja identifikovane su tri ključne strategije koje ilustruju povezanost digitalnog aktivizma, na- vika digitalnih publika i političke kulture. Prva strategija nazvana je ukrojavanje i predstavlja različite oblike prilagođavanja sadržaja ka- rakteristikama platforme i ciljnoj grupi. Strategija povezivanje odnosi se na upotrebu dijaloških i interaktivnih funkcija digitalnih platformi za definisanje granica zajednice i jačanje veza u njoj. Na kraju, osnaži- vanje i organizovanje je strategija kojom aktivisti pokušavaju da oja- čaju efikasnost pratilaca i edukuju ih o političkim procesima kako bi podstakli interesovanje građana za politiku i aktivnosti udruženja., The digital environment presents activists with new possibilities and challenges in
their advocacy efforts when performing the key communication functions—i.e., informing the public, community building, and mobilizing citizens for various activities.
Digital tools allow activists to circumvent mainstream media gatekeepers and speak
directly to their audiences. Activists can use digital platforms to build and maintain
relations with their public, forging a dialogue on important issues for the community.
Digital platforms can also be used to reinvigorate citizens’ interest in politics and facilitate various modes of political participation. However, in order to utilize the full potential of digital platforms, activists need to find ways to capture the attention of
digital audiences. This is becoming increasingly difficult as activists face stark competition from various actors—including politicians, celebrities, and popular brands—
who also depend on public attention to meet their goals. Against this background, this
study set out to identify and describe the main strategies that activists in Serbia use
to capture the attention of digital audiences to promote the social changes they
advocate.
Given the exploratory nature of the study, a qualitative research design was selected. Data were collected using qualitative content analysis and in-depth interviews.
Purposive sampling was used to select ten diverse organizations that differ with
respect to the type of organization (formally registered NGOs and informal citizens’
associations), thematic focus (e.g., environment, housing, and labor rights), and
geographic scope (local, regional, and national). The entire content of each organization’s websites and social media posts (on Facebook, Twitter, and Instagram)
published between 1 September and 31 December 2021 were analyzed. In addition,
in-depth interviews were conducted with ten activists from six organizations that
accepted the invitation to participate. The main research question was addressed
through an inductive thematic analysis of notes obtained through qualitative content
analysis and interview transcripts.
Three key strategies were identified based on the procedure outlined above. The
first strategy was tailoring, which refers to a set of tactics employed by activists to
adjust the content and presentation of digital communications to the target group and
platform characteristics. Activists drew most attention and engagement from digital
audiences through careful selection of information, emphasis on the relevance of information to audiences, and creative forms of presentation. However, it was also found
that activists often replicate the same content across digital platforms, failing to utilize the specificity of each platform, which appeared to negatively influence audience
engagement. The second strategy was labeled connecting and refers to the use of dialogic and interactive functions of digital platforms to strengthen the ties between
community members. Activists often successfully spurred audience engagement by
asking questions and starting debate on important issues, as well as by amplifying authentic voices that are often missing from mainstream discourse. However, though
activists frequently started discussions on digital platforms, they rarely participated
in these discussions, missing the opportunity to use the interactive features of digital
platforms to improve public perceptions of civil society and contribute to trust building. Finally, empowering and organizing was identified as a strategy activists use to increase the political efficacy of their followers, increase their interest in politics, and
motivate them to take various forms of political action. Celebrating small victories
and motivational framing were recognized as successful tactics for increasing audience engagement. Less successful were mobilization posts that did not explain how
citizens can participate and how their participation will contribute to desired changes.
The theoreticaland practical implications of these findings were discussed.",
publisher = "Beograd : Institut za filozofiju i društvenu teoriju",
journal = "Kritika: časopis za filozofiju i teoriju društva",
title = "„Da, vredi boriti se“: Kako aktivisti u Srbiji obezbeđuju pažnju javnosti u digitalnom okruženju, „Yes, It’s Worth Fighting For“: How ActivistsiIn Serbia Capture Public Attention in the Digital Environment",
number = "1",
volume = "4",
pages = "3-24",
doi = "10.5281/zenodo.7983762"
}
