Abstract:

This study examines the process from online mobilization to offline action in a case study of a community collective protest against the construction of a food waste treatment facility in a neighborhood. The method of virtual ethnography is employed to study the formation of internet-initiated collective action and its contributing factors. The study finds that online shared views and identity do not necessarily have a definitive influence on the transition from online discussion to offline action. In fact, whether such a transition can be realized depends on the characteristics of the action and the stage of the movement. For initial and insubstantial offline action, online mobilization seems to be effective. However, sustaining the movement requires further mobilization and organization building. The study concludes that all three factors of online mobilization, characteristics of action, and stage of movement play a role in the transition from online discussion to offline actions. Characteristics of action and stage of movement are interrelated, both aiming to accomplish goals, as one is to act and the other is to react to the risks posed by political control. To keep the movement alive is always a challenge for online mobilization. Political risks influence decisions on strategies and tactics of online mobilization, and shape the behavior of netizens, often being described as a special type of 'slacktivism.' In conclusion, the Chinese political culture and environment, people's adaptation to it, and their risk-aversive nature help create the unique type of Chinese online activism that, in turn, determines the effectiveness and outcomes of online mobilization and offline collective action.

Key words: Online mobilization, offline collective action, online to offline movement transfers, political control