Journals Higher Education



Published: 06 June 2017

262 Pages

6-1/8 x 9-1/4 inches

ISBN: 9780190658052

Also Available As:


Bookseller Code (06)

The Citizen Marketer

Promoting Political Opinion in the Social Media Age

Joel Penney

Oxford Studies in Digital Politics

  • Offers a humanized and accessible account of digital activism through first-hand testimony from everyday citizens.
  • The first volume to explore the relationship between pre-digital participatory media practices and contemporary digital culture.
  • Advances a controversial thesis and a new theoretical concept - the citizen marketer.
  • Examines the tensions and challenges that accompany many forms of media-based activism.
  • Touches on relevant topics, including the 2016 U.S. presidential campaign and the Black Lives Matter movement.