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Distributed for Intellect Ltd

Understanding Video Activism on Social Media

How social media videos shape today’s political engagement and activism.

What political power do social media videos have? In what ways do they exert influence, shape public discourse, and change political life? How can participants in this field assert themselves against commercial interests, anti-democratic agitation, and authoritarian propaganda? These questions are being debated intensely as social media increasingly dominates global information flows, and videos increasingly dominate social media.

The forms, practices, and opportunities of activism depend on a media environment that is changing rapidly and profoundly in terms of its technological basis, ownership, legal regulations, and governmental control. This makes the act of understanding video activism even more relevant at a time when the internet is undergoing fundamental disruptions.
 

250 pages | 6.69 x 9.61 | © 2025

Education: Education--General Studies

Political Science: Urban Politics


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Reviews

"If you want to understand the power of video activism not just as a political tool but as a social force, please read this book. The authors manage to analyze in depth the historical, rhetorical, aesthetical, and other aspects of video activism and how it is enmeshed in the distribution logic of social media. Due to its geopolitical scope combined with a broad analytical framework, Understanding Video Activism on Social Media is an eye-opener for students, scholars, and activists alike."

José van Dijck, Professor of Media and Digital Society at Utrecht University, co-author of The Platform Society

"This rich analysis of video activism shows how activists use video production and platform technologies to create often impressive public engagement for their causes. The authors examine an intriguing variety of cases that reveal the challenges and opportunities facing movements in increasingly noisy communication environments. In addition, the book places video activism in the larger contests of platforms, power, and geopolitics. Students of social movements, democracy, and media will find this a valuable resource that changes how we think about activist communication."

W. Lance Bennett, Senior Research Fellow, Centre for Journalism, Media & Democracy; Emeritus Professor of Political Science and Communication, University of Washington

"This book offers a thorough and engaging review of the changing contexts, practices and forms of video activism. It is alert to shifts in technology and aesthetics as well as to changing modes of access and engagement, framing these within broader political and economic factors. Clear and provocative, it will refresh and stimulate the debate about what media 'activism' now means and what it could mean in the settings of both vigorous platform capitalism and increasing tendencies to authoritarian restriction."

John Corner, Visiting Professor in Media and Communication, University of Leeds; Emeritus Professor, University of Liverpool; Fellow of the Royal Society of Arts

"This book offers valuable insights into the evolving role of video in activism. The authors discuss video activism across various time periods and media forms, from documentary films to TikTok videos. They provide a unique perspective on the continuity and specificities in how videos are deployed to champion causes and mobilize collective action. By incorporating relevant concepts and theories, the authors enrich the discussion with a strong analytical framework. Rich with both historical and contemporary case examples, this book will be a useful resource for media communication scholars and students."

Jing Zeng, Professor of Computational Social and Communication Science, University of Zurich

Table of Contents

Acknowledgements   

  1. Introduction: The Power of Video Activism
  2. The Media Logics of Video Activism: Frames, Forms and Platforms
  • Political Contexts and Frames of Video Activism  
  • Common Forms and Types of Activist Videos      
  • The System of Social Media Platforms     
  • The Platform System in the Age of the Splinternet           
  • How to Outsmart Platforms: The Most Boring Viral Video
  1. Trajectories of Video Activism: Past and Present
  • Demanding Representation, Criticising Capitalism           
  • Participation and a Voice of One’s Own    
  • Political Aesthetics 
  • The Role of Media Technology in the History of Video Activism  
  • Videos Everywhere: Between Empowerment and Disillusionment          
  1. The Impact of Political Videos: Attention, Affect, Action

Pathways to Impact

Competing for Attention, Overcoming Obstacles  

Image Wars in the Discourse on Migration

Political Emotions and the Different Audiences of Activism         

  1. Activist Video Strategies: From Creation to Networking
  • Video Aesthetics and Spreadability: A Variety of Effective Forms
  • The Dynamics of Distribution: Networked Attention and Emergent Narratives    
  • General Video Strategies in the Climate Crisis Discourse
  • A Case of Strategic Provocation: Rezo’s Destruction of the CDU
  1. The Diversity of Video Activists: Practices and Communities
  • Small Media Collectives: Committed and Counterpublic  
  • Fig. 11: Leftvision: Welcome to Hell – Polizei zerschlägt G20-Demo in Hamburg 2017 (‚Police Smashes G20 Demonstration in Hamburg‘, Germany 2017)          
  • Influencer Networks: Hybrid and Hypervisible      
  • Large NGOs: Established and Evolving    
  • Hashtag Movements: Polyphonic and Unpredictable       
  • Embracing the Diversity of Video Activism
  1. Video Activism and the Public Sphere: Creating Counterpublics
  • Publics and Counterpublics           
  • Creating Counterpublics: The Case of Black Lives Matter
  • Expanding the Democratic Public Sphere 
  1. Video Activism in Times of Upheaval: Towards Diversity in Solidarity
  • Video Activism at War: Changing Contexts, Shifting Roles          
  • Video Activism under Pressure     
  • A Plea for Diversity in Solidarity    

Films and Videos       

Bibliography   

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