ABSTRACT
This chapter considers one of the first ethnographic tensions that author have explored during fieldwork, which arises from the encounter between the self-centered architecture of social media and activist collective cultures. In contrast to those who argue that the rise of mass self-communication has been positive for political participation. The chapter also shows that the self-centered logic of social media is presenting a variety of challenges for political activists. Castells's theory of 'creative autonomy', Castells refers to Eco's idea of the 'creative audience' to argue that web 2.0 platforms have provided individuals with a greater communicative autonomy. His argument is based on the belief that the construction of communicative autonomy is directly related to the development of social and political autonomy. This is not necessarily true, and people needs to take into consideration the fact that the communicative autonomy of the consumer, which is promoted by digital capitalism, clashes with the political autonomy heralded by activist cultures.
