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

Bertilsson, Jon LU ; Lucarelli, Andrea and Fuschillo, Gregorio (2022) p.103-121
Abstract
Abstract This chapter contributes to the current debate on ideology,
social movements and political activities in a branded society. Adopting
a sociological perspective on brands as platforms, the chapter shows how
brands support grass-roots social movements to structure their political
actions. Through the analysis of the Five Star Movement (M5S), a digital
political party, the chapter illustrates how brand-coordinated activism
expands the range of democracy by helping consumers-citizens to achieve
political goals. All in all, our study unveils how political brand platforms
work as changemakers as they organise and channel political views and activities allowing consumer-citizens to gain political voice and... (More)
Abstract This chapter contributes to the current debate on ideology,
social movements and political activities in a branded society. Adopting
a sociological perspective on brands as platforms, the chapter shows how
brands support grass-roots social movements to structure their political
actions. Through the analysis of the Five Star Movement (M5S), a digital
political party, the chapter illustrates how brand-coordinated activism
expands the range of democracy by helping consumers-citizens to achieve
political goals. All in all, our study unveils how political brand platforms
work as changemakers as they organise and channel political views and activities allowing consumer-citizens to gain political voice and achieve
political change. (Less)
Please use this url to cite or link to this publication:
author
; and
organization
publishing date
type
Chapter in Book/Report/Conference proceeding
publication status
published
subject
keywords
Social movement, Five Star Movement, (M5S), Digital political party, Brand platform, Activism
host publication
Political Branding in Turbulent Times
editor
Moufahim, Mona
pages
19 pages
publisher
Palgrave Macmillan
ISBN
978-3-030-83229-2
DOI
10.1007/978-3-030-83229-2_7
language
English
LU publication?
yes
id
ebd6325c-2c7c-429b-8c02-1a0d09873c0d
date added to LUP
2022-10-14 10:04:03
date last changed
2025-04-04 13:57:14
@inbook{ebd6325c-2c7c-429b-8c02-1a0d09873c0d,
  abstract     = {{Abstract This chapter contributes to the current debate on ideology,<br/>social movements and political activities in a branded society. Adopting<br/>a sociological perspective on brands as platforms, the chapter shows how<br/>brands support grass-roots social movements to structure their political<br/>actions. Through the analysis of the Five Star Movement (M5S), a digital<br/>political party, the chapter illustrates how brand-coordinated activism<br/>expands the range of democracy by helping consumers-citizens to achieve<br/>political goals. All in all, our study unveils how political brand platforms<br/>work as changemakers as they organise and channel political views and activities allowing consumer-citizens to gain political voice and achieve<br/>political change.}},
  author       = {{Bertilsson, Jon and Lucarelli, Andrea and Fuschillo, Gregorio}},
  booktitle    = {{Political Branding in Turbulent Times}},
  editor       = {{Moufahim, Mona}},
  isbn         = {{978-3-030-83229-2}},
  keywords     = {{Social movement; Five Star Movement; (M5S); Digital political party; Brand platform; Activism}},
  language     = {{eng}},
  pages        = {{103--121}},
  publisher    = {{Palgrave Macmillan}},
  title        = {{Movement Parties as Brand Platforms : The Case of the 5 Star Movement}},
  url          = {{http://dx.doi.org/10.1007/978-3-030-83229-2_7}},
  doi          = {{10.1007/978-3-030-83229-2_7}},
  year         = {{2022}},
}