This document discusses the "Popolo viola" (purple people) movement in Italy that emerged in opposition to Prime Minister Silvio Berlusconi. It summarizes the brief history and media ecology of the movement, including how it was represented in mainstream newspapers and on Facebook. The document proposes a model called P.A.S.I. (Political-Activism/Shaped-Information) to analyze the affiliation, organization, action, and representation of new forms of political movements on social media like those exhibited by the Popolo viola on Facebook. Future work is suggested to test this model on other political movements.

1. The “Popolo viola”. Networked Publics and civic engagement in Italy on social media Giovanni [.] Boccia Artieri [@uniurb.it] Fabio [.] Giglietto [@uniurb.it] Mario [.] Orefice [@uniurb.it] LaRiCA/Department of CommunicationStudiesUniversità di Urbino Carlo Bo

2. Networked publics and the new public sphere(s) 1

3. Networked public(s) culture

4. connected public spheres public sphere A newstructuraltransoformation of the Public Sphere

5. Shiftof the “sense” of position on communication Individuals feel they’re not the object (as audience, user, elector, etc.) of a conversation anymore, but they could be the subject of it.

6. Media participation, civicness AND POLITICAL ENGAGEMENT 2

8. voting is the core democratic act;

9. information by following mass media;

10. joins civil society organizations and/or expresses interests through parties

11. diminished sense of government obligation -higher sense of individual purpose;

12. voting is less meaningful than other, more personally defined acts such as consumerism, community volunteering, or transnational activism;

13. mistrust of media and politicians is reinforced by negative mass media environment;

15. Knowledge and participation (Feezellet al, 2009) Political engagement

16. The raise of “PoPolo Viola”. Brief history and media ecology 3

17. Brief history of the movement

18. Italiannewspapers front pages 6th ofDecember 2009, the dayafter the no-B day

19. Brief history of the movement

20. Italiannewspapers front pages 14th of March 2010, rally against «decreto salva liste»

21. Brief history of the movement

22. Italiannewspapers front pages 3rd of October 2010, the day after the «no-B day 2»

23. Before the «no-B day» V-Day V2-Day

24. Italiannewspapers front pages (Pepe & Di Gennaro 2009) 9th of September 2007, the day after the «v-day»

25. “(…)I ragazzi del movimento del 5 dicembre appartengono a un’altra storia, nuova, non classificabile secondo le vecchie categorie della politica e fatta di un’energia formidabile. Qualcosa che è al tempo stesso pre-politico e post-politico e che è al suo stato nascente. Chi saprà darle una traduzione soddisfacente avrà, probabilmente, l’egemonia politica del paese nei prossimi anni.(…)” Antonio Padellaro “MicroMega” del 31/12/2009

26. “Popolo Viola” web ecology 4

27. Website link analysis IssueCrawler + Gephi

29. Prime rappresentazioni mainstream Analisi dei cinque quotidiani più diffusi a livello nazionale (fonte: rapporto “Audipress 2009”) Repubblica Corriere della Sera La Stampa IlSole24ore Il Messaggero 21 ARTICOLI (21 NOV - 8 DIC 2009)

30. “Popolo Viola” on Facebook 5

31. Retrieved on March 30, 2009 (using the keyword “Popolo viola” on Facebookinternalsearchengine) Purplegroups and pages on Facebook

34. Groupssegmentation by size

35. *representative for size type and geographic location Qualitative analysis Based on a random sample of 40 groups*; Content analysis of wall posts, photos, videos, discussion board and group descriptions; Comparison of two periods of time “No B-day” [19/11-8/12 2009] and a random selected “non active two weeks” [26/04-09/06 2010]; Development and test of a model aimed to analyze new forms of political movements.

36. The Political-activism/Shaped-information (P.A.S.I.) model 6

37. organization Political-activism axis Shaped-information axis affiliation action representation The P.A.S.I. model (1/2)

38. affiliation/action

39. organization/representation

40. organization affiliation action representation P.A.S.I. model (2/2)

41. Groups and pages self description

42. Active vs non active weeks comparison

43. Groups by size

44. Adesione: Organizzazione: Azione:

45. Conclusions and future works A truly web based movement; Self-representation as a key factor; Facebook as a political platform; Social media as a trace of the evolution of a phenomenon; Testing the model on different political movements.