ABSTRACT
The neologism slacktivism is a morphem formed out of the words slacker and activism and is usually used in a pejorative sense to describe civic or political activities that are performed online. The first statistical model analyzed the relationship between various online activities with offline activities in the context of the Ficha Limpa campaign. The analysis of survey evidence presented in this chapter suggests that professional e-advocacy networks may be more effective in generating effective individual participation than entertainment-orientated social networking sites. The mobilization of people on the Internet raised the interest of newspapers, including electronic newspapers, which started to publish on the issue. Even if good portions of that mobilization remained exclusively Internet-based, in the course of the campaign a larger number of Brazilian citizens than ever before engaged in a process of public discussion and protest related to political reform.
