The birth of the influencer-activist, a case study from Spain

Abstract

An activist is someone active towards change in political or overall social matters who may carry her activity alone or embedded in an organization organization such a political party or an NGO. The new political realities of the network society as well as the wide array of technological tools available on the internet has facilitated the rise of a new kind of activist, the “influencer-activist” that derives from the well documented figure of the cyber-activist, who is les embedded in political organizations and for whom online social networks are the main environment of activity, sometimes the only one. I used qualitative research techniques of content analysis as well as deep interviews with key internet figures who self-identify as cyber-activists to articulate a clear definition of the influencer-activist along with a taxonomy of their tools and strategies by exploring their introduction into activism, their main motivations, online communication techniques as well as their relation with traditional forms of communication and activism and political participation.

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