Combining social media affordances for organising collective action

Social media provide new opportunities for supporting the dynamics of collective action (CA), allowing for the mobilisation of people into debates and involving them in new forms of collective decision making. Although current studies focus on opportunities offered by social media for collective action, there is still a need to deepen the understanding of how social media support the organisation of CA and to study the effects of individual actions performed on social media in complex organisational settings. We here explore how social media are used to manage CA by the Italian political movement Movimento Cinque Stelle, using the concept of affordances as the conceptual framing. Based on the qualitative case analyses, our study contributes to the knowledge base by identifying a typology of nine affordances supporting CA and exploring how the combined actualisations of some affordances of the typology create antecedents of the fundamental processes of CA. On the basis of the study analysis, we suggest a model to describe how social media support CA through affordances, their combinations, and the creation of antecedents and then formulate implications for research and practice.