Influ-activism, content creation, transmedialità: il caso “#luchallacittà”

The essay explores the impact of influencers on activism from a media ecology perspective. It delves into how influencers fit into the communication networks of social movements and their role in driving social, political, and cultural change. The essay also discusses the contrast between the collective nature of activists and the individualistic approach of influencers. It examines the artificial authenticity of influencer-generated content compared to the collective action of movement campaigns. The essay utilizes the framework of transmedia activism to analyze the narrative dimension of influencers and movements, exploring the participatory and creative dynamics that shape a movement's identity. The goal is to understand the strategic role of influencer content creators in activism campaigns and the relationship between their identity and that of social movements. To support the analysis, a case study is presented: the challenge initiated by the collective Lucha y Siesta, involving influencer content creators in graphic design and comics.