Collective Actions are situations where groups of people join together to reach a common goal. Currently we have many collective actions forming given the upcoming presidential election. In most situations a Collective Action may be linked to political issues for example.
A Social Movement is defined as: "loosely organized but sustained campaign in support of a social goal, typically either the implementation or the prevention of a change in society’s structure or values." Both collective actions and social movements are both groups form to reach a common interest goal, however a social movement will usually be a larger formation than what a collective action would be.
What do these have in common with digital media? This goes back to advertising almost. Companies advertise their product through digital media to attract people to their products. Most collective actions or social movements will do the same, however instead of selling a product they are spreading the word about what they seek in order to gain more supporters. More supporters means their group will become larger, the larger the group the stronger the group will be, and the stronger the group is the better the chance they have of reaching their goal. To get people involved there is no better way to "spread the word" than digital media!
Sources:
"What Is Collective Action? Definition and Meaning." BusinessDictionary.com. Web. 26 Feb. 2016. <http://www.businessdictionary.com/definition/collective-action.html>.
"Social Movement." Encyclopedia Britannica Online. Encyclopedia Britannica. Web. 26 Feb. 2016. <http://www.britannica.com/topic/social-movement>.
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