Matrix Activism: Media, Neoliberalism, and Social Action in Italy

Michela Ardizzoni


Using the case of the Rome-based media group ZaLab, this article examines the articulations that shape and define the multiple dynamics of connected activism in contemporary societies. The first section engages the existing literature on convergence, commodity activism, and connectivity as theoretical frameworks of my analysis of ZaLab. The second section provides some context on the Italian mainstream and activist mediascapes, both of which shape ZaLab’s media practices. The last section examines a few specific examples of ZaLab’s productions and the activist campaign created to promote them. I conclude with some reflections on the nature of contemporary media practices as part of what I call “matrix activism.”


activism, Italy, documentary, social change, new media, matrix

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