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Purpose This study examines the communication tactics of a protest movement, with particular attention to marketing-related media channels and their role in shaping the public image of the movement. Design/methodology/approach This study employs an in-depth case study using digital ethnography to analyze communication tactics during Israel's “high-tech protest” against judicial reform. Focusing on paid, earned, shared and owned channels, it examines how information was distributed. Findings The content and narratives of the “high-tech protest” were distributed across multiple channels, including advertising, public relations, social media, online-digital platforms and offline activities, using a corporate-style marketing approach and a tech-driven branding motif. Originality/value This work proposes a framework for understanding how civic movements adopt an integrated marketing communication approach and leverage “tech” narratives to influence public opinion and reshape the communication of political protest.
Mashiah et al. (Fri,) studied this question.