Luigi Di Martino

My latest research article, “Strategic Authenticity in the Promotion of a Protest Action on Social Media: The Case of the School Strike 4 Climate in Sydney”, is now available in Communication Research and Practice. This study delves into the ways young activists use social media to mobilise communities and advance their climate advocacy.

What Is Strategic Authenticity?

My research introduces the concept of “strategic authenticity”, a blend of professional communication with genuine, relatable online behaviours. The concept of strategic authenticity explains how well-crafted content that maintains a sense of humour and incorporates references to popular and internet culture can create an engaging, credible online presence. This approach to communication allows young people to appear both polished and relatable, making their message more impactful.

Read the Full Article

For those interested in exploring the research in detail, you can access the full article here.