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2022 | OriginalPaper | Chapter

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

Authors : Jon Bertilsson, Andrea Lucarelli, Gregorio Fuschillo

Published in: Political Branding in Turbulent times

Publisher: Springer International Publishing

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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.

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Metadata
Title
Movement Parties as Brand Platforms: The Case of the 5 Star Movement
Authors
Jon Bertilsson
Andrea Lucarelli
Gregorio Fuschillo
Copyright Year
2022
DOI
https://doi.org/10.1007/978-3-030-83229-2_7

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