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Fatta! En företagsliknande förening och Facebook-rörelse med folkupplysande ambitioner.

Journal article
Authors Cecilia Björck
Lina Brustad
Johan Söderman
Published in Utbildning och Demokrati
Volume 27
Issue 1
Pages 61-80
ISSN 1102-6472
Publication year 2018
Published at Department of Education, Communication and Learning
Pages 61-80
Language sv
Keywords sexual consent, social movement, social media movement, online activism, activism, association, lobbyism.
Subject categories Educational Sciences

Abstract

Grasp this: An educational and corporate-like Facebook- movement. The purpose of this article is to explore engagement and organization in contemporary civil society by analyzing how a social media campaign, Fatta, develops into a movement and an association. Fatta (roughly: Grasp this) works for the establishment of Swedish legislation regarding sexual consent and can be seen as part of a global movement against men’s violence towards women. The study, guided by ethnographic and netnographic design, followed the association for six months on social media and at physical meetings. Results show identity, representation, advocacy and lobbyism to be central themes. Results also indicate that the association can be seen as a form of socially committed advertising business where branding is central. Fatta constitutes an example of a movement functioning in a context where citizenship is no longer based on responsibilities and participation in political parties but is instead centered around aspects of identity formation and self-realization.

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