This document discusses the "Popolo viola" (purple people) movement in Italy that emerged in opposition to Prime Minister Silvio Berlusconi. It summarizes the brief history and media ecology of the movement, including how it was represented in mainstream newspapers and on Facebook. The document proposes a model called P.A.S.I. (Political-Activism/Shaped-Information) to analyze the affiliation, organization, action, and representation of new forms of political movements on social media like those exhibited by the Popolo viola on Facebook. Future work is suggested to test this model on other political movements.