Adapting, Adopting and Diffusing: Leveraging Web 2.0 Tools for Activism in Mexico

Summer Harlow

Abstract


This qualitative study examines how four activist organizations in Mexico have employed digital communication technologies like Facebook and Twitter, exploring how digital tactics are diffused among these organizations, which dimensions of activism are supported by technologies, what obstacles they face in using technologies, and how they see adoption of these tactics as impacting activism. Interviews suggest that some organizations are acting as “hothouses,” diffusing online tactics that are adapted and adopted according to an organization’s needs and resources. However, this study also suggests the digital divide limits the use of, and creates resistance to, these tools. Thus, while digital tactics slowly are being diffused, they are not necessarily being institutionalized as part of a new repertoire of digital activist tactics.

 

Keywords: computer-mediated technologies, social media, social networks, activism, digital divide, mobile technologies, Mexico

 

Submission date: 2012-12-14
Acceptance date: 2013-04-24


Keywords


computer-mediated technologies, social media, social networks, activism, digital divide, mobile technologies, Mexico

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Journal of Latin American Communication Research - 2014

 

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