Three Prompts for Collective Action in the Context of Digital Media

Research dealing with the nexus of collective action, political participation, and digital media confronts three challenges: conceptualizing digital media as an influence on human behavior, finding common ground among new theories, and connecting together individual-level models with structural-level theories. This article addresses these challenges as a theoretical undertaking. It argues that the digital media environment should be understood as a change in the context for action rather than as an individual-level variable, and that this changed context is relevant to behavior because it expands opportunities for action. This expansion involves a range of structural possibilities for viable collective action that entail at least three paths: organizational prompts, social prompts, and self-initiation. There are theoretical reasons to expect that individual-level attributes including age, education, ideology, and personality may differentially affect people’s susceptibility to these prompts. Future research may profit from refinements to behavioral models that account for possible differences across structurally different prompts for action.