Movement Parties as Brand Platforms : The Case of the 5 Star Movement

• Abstract This chapter contributes to the current debate on ideology,social movements and political activities in a branded society. Adoptinga sociological perspective on brands as platforms, the chapter shows howbrands support grass-roots social movements to structure their politicalactions. Through the analysis of the Five Star Movement (M5S), a digitalpolitical party, the chapter illustrates how brand-coordinated activismexpands the range of democracy by helping consumers-citizens to achievepolitical goals. All in all, our study unveils how political brand platformswork as changemakers as they organise and channel political views and activities allowing consumer-citizens to gain political voice and achievepolitical change.

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

Nyckelord

Social movement

Five Star Movement

(M5S)

Digital political party

Brand platform

Activism

Business Administration

Publikations- och innehållstyp

kap (ämneskategori)

ref (ämneskategori)