Dalla visibilità alla mobilitazione e ritorno L’influ-attivismo nell’ecosistema dei media digitali. Introduzione alla Special Issue.

[Autom. eng. transl.] In recent years, the phenomenon of influ-activism has emerged as an area of convergence between participation practices and influence dynamics typical of the platform society, giving rise to a hybrid and innovative space. Influ-activism represents the intersection between marketing strategies and aesthetic languages typical of influencers and the mobilization and awareness-raising goals typical of activism. This intertwining is transforming the way in which social causes gain visibility, reach the public and create forms of engagement in the digital sphere. On the one hand, influ-activism allows activists to exploit the mechanisms of digital platforms to expand their audience and gain greater media attention. On the other, it highlights contradictions and risks inherent in the interaction between market logics and dynamics of political participation. The personalization of communication and the dependence on platform algorithms raise questions about the volatility of public attention and the potential flattening of social causes into simple entertainment tools.