Jon Bertilsson
Senior lecturer
Movement Parties as Brand Platforms : The Case of the 5 Star Movement
Author
Editor
- Mona Moufahim
Summary, in English
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.
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.
Department/s
- Marketing
Publishing year
2022
Language
English
Pages
103-121
Publication/Series
Political Branding in Turbulent Times
Document type
Book chapter
Publisher
Palgrave Macmillan
Topic
- Business Administration
Keywords
- Social movement
- Five Star Movement
- (M5S)
- Digital political party
- Brand platform
- Activism
Status
Published
ISBN/ISSN/Other
- ISBN: 978-3-030-83229-2