New Media, Micromobilization, and Political Agenda Setting: Crossover Effects in Political Mobilization and Media Usage

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In November 2007, Dutch secondary school students revolted against a requirement known as the “1040-hour norm.” New Web technologies, like instant messaging, YouTube, and social networking sites, played an important role in the mobilization effort. In this article, the authors argue that these technologies facilitate a shift toward micromobilization by individuals and small groups. In this “1040-hour norm” case study, the authors analyze how the course of the political agenda-setting process is being transformed through the interplay between processes of meso- and micromobilization, and through new micro-to-mass media crossover effects. When supported by micromedia, the effects of micromobilization can create strategic surprises for traditional intermediary organizations and policymakers.