| Summary: | This study aims to explore how the Danish grassroots movement #hvorerderenvoksen is shaped through the usage of Facebook as their primary communication tool. Using the embedded case study method, this thesis describes in detail how and why the movement arose and explains the role of Facebook’s features, primarily groups and sites, for the movements external communication. As such, it will become clear that using Facebook is not merely a means to an end. Being an activist on Facebook means using and being used, it entails the acceleration of mobilisation, but also disciplining activist action in accordance with Facebook’s terms and conditions. This thesis will draw upon modern communication theories such as mediatization and network media logic and analyse #hvorerderenvoksen as a digital social phenomenon. As will become clear, digitalisation and even more so datafication processes play a role when critically examining contemporary activism. To sum up, this thesis aims to show how an activist movement is mediatized and strongly emphasizes the role of digitalization and media hybridity in this process. It suggests that future research will focus more on the influence datafication, and especially the collection of human data and its untransparent processing, has on mediatized activism.
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