The Role of Online Media in Facilitating Collective Action in Bottom-Up Initiatives

Abstract

Climate change is a collective crisis requiring collective action. Framing it as a problem of individual behaviour leads to feelings of fear and helplessness, creating barriers to pro-environmental action. Bottom-up initiatives can help overcome these barriers by empowering local communities to take ownership of climate action and inspire collective engagement. This research explores the role of online media in facilitating collective action within bottom-up initiatives, applying the social affirmative uses of online media (communication, networking, and organising) within the Social Identity Model of Pro-Environmental Action (SIMPEA) which encompasses four social identity processes: collective emotions, ingroup identification, ingroup norms and goals, and collective efficacy beliefs.

This research applies a mixed methods design, combining quantitative and qualitative approaches. Two bottom-up initiatives in the Netherlands were investigated as case studies: BuurtNatuur030 in Utrecht and BuurtGroen020 in Amsterdam. A questionnaire was sent to members of both initiatives, accompanied with nine semi-structured interviews. Moreover, participant observation allowed for immersion within the initiatives, which was done by attending different events from the initiatives. A social media analysis was performed on the initiatives’ websites and Instagram accounts, examining hosted activities, involved organisations, and published Instagram posts.

Findings indicate that online media plays a pivotal role in facilitating collective action within bottom-up initiatives. Online media provide accessible channels for communication, networking, and organising, allowing residents to share information, mobilise resources, and coordinate activities without relying on top-down structures. It lowers barriers to participation and facilitates user-generated content, reinforcing ownership and the bottom-up character of initiatives. However, the effectiveness of online media depends on how it is used, as excessive organisational dominance can undermine inclusivity and weaken community belonging. Findings also highlight the importance of integrating online and offline engagement. While online media increase visibility and coordination, offline activities such as neighbourhood projects and events are essential to reinforce collective identity and sustain tangible action.

Online media is not a replacement for offline engagement but a complementary tool that extends the reach, inclusivity, and scalability of bottom-up initiatives. Overall, online media functions both as an infrastructural and social catalyst, strengthening bottom-up initiatives by fostering pro-environmental behaviour, local sustainability, and social cohesion.