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Digital corporate communication and activism

In: Handbook on Digital Corporate Communication

Author

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  • Maureen Taylor

Abstract

Digital media create new opportunities for stakeholder engagement. Corporations use social media to engage and influence stakeholders. Activists are also using digital media to engage and influence corporations. Today’s activism now includes online tactics such as petitions, hashtag advocacy, hashtag hijacking and tweetjacking, distributed denial of service (DDOS) attacks, and other non-violent online tactics that seek to pressure corporations to change their behaviour. This chapter applies the network perspective exploring digital activism through both theory and a case study showing how activists have been targeting corporate supply/value chain networks with digital tactics to achieve desired social outcomes. The case study shows both the accomplishments and limitations of digital communication by activists to hold corporations accountable for their behaviour.

Suggested Citation

  • Maureen Taylor, 2023. "Digital corporate communication and activism," Chapters, in: Vilma Luoma-aho & Mark Badham (ed.), Handbook on Digital Corporate Communication, chapter 11, pages 152-164, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:20979_11
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