Building Theory from social media   environments: Case study from                        Facebook                         ...
What puzzles?1. Why do individuals spend their valuable time   and effort on sharing knowledge with members   in virtual c...
Our ObjectiveHow is social media used by potential activists for collective action?
Research Questions      1. Can we consider FB activism as high-        risk activism – activism that        challenges the...
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Work cathy 2012v2

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Work cathy 2012v2

  1. 1. Building Theory from social media environments: Case study from Facebook Dr. Juan D Borrero University of Huelva, Spain Dr. Cathy Urquhart Manchester Metropolitan University, UK Working paper
  2. 2. What puzzles?1. Why do individuals spend their valuable time and effort on sharing knowledge with members in virtual communities?2. How the Web 2.0 could facilitate the existing action forms making it possible to reach more people, more easily?3. Building theory - for analysing, explanation and action - on social media environment.
  3. 3. Our ObjectiveHow is social media used by potential activists for collective action?
  4. 4. Research Questions 1. Can we consider FB activism as high- risk activism – activism that challenges the status quo? 2. Is FB activism strategic activism? Whay types of activism are supported by social media? 3. How does social media facilitates political action? 4. How action as manifested on a Facebook page? 5. What’s the role of mass media communication?

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