MANUFACTURING COMMUNITY IN AN ONLINE ACTIVIST ORGANIZATION

@article{Eaton2010MANUFACTURINGCI,
  title={MANUFACTURING COMMUNITY IN AN ONLINE ACTIVIST ORGANIZATION},
  author={Marc A. Eaton},
  journal={Information, Communication \& Society},
  year={2010},
  volume={13},
  pages={174 - 192}
}
  • M. Eaton
  • Published 1 March 2010
  • Sociology
  • Information, Communication & Society
Using the online activist organization MoveOn.org as a case study, I examine how an Internet-based organization constructs an image of community in the absence of traditional avenues for community development. Through the rhetoric in its e-mails, MoveOn constructs an image of ‘the MoveOn community’ and uses this image to mobilize members for political activism. To be successful, MoveOn must define community boundaries, empower members, and activate them. This top-down community construction… Expand
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