Challenging the notion that digital media render traditional,
formal organizations irrelevant, this book offers a new theory of
collective action and organizing. Based on extensive surveys and
interviews with members of three influential and distinctive
organizations in the United States - The American Legion, AARP and
MoveOn - the authors reconceptualize collective action as a
phenomenon in which technology enhances people's ability to cross
boundaries in order to interact with one another and engage with
organizations. By developing a theory of Collective Action Space,
Bimber, Flanagin and Stohl explore how people's attitudes,
behaviors, motivations, goals and digital media use are related to
their organizational involvement. They find that using technology
does not necessarily make people more likely to act collectively,
but contributes to a diversity of 'participatory styles', which
hinge on people's interaction with one another and the extent to
which they shape organizational agendas. In the digital media age,
organizations do not simply recruit people into roles, they provide
contexts in which people are able to construct their own collective
experiences.
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