Noisy microinfluencers in 2016 referendum campaign

Online social data analysis on Facebook

  • Marco Cerrone Università degli Studi di Napoli Federico II
  • Francesco Marrazzo Università degli Studi di Napoli Federico II

Abstract

Our essay tries to explore influencers role in political-electoral field, with specific reference to the recent Italian Constitutional Referendum campaign. Through online social data analysis, conducted through content analysis techniques, we will try to understand influencers relevance, and micro-influence dynamics on Facebook. We have focused on referendum groups and pages, and we have conducted analyses reffered to sentiment expressed from posts published on the pages, and to the types of influencer on the groups. Our most relevant finding has been discovering the importance of microinfluencers who generate a bottom-up debate on Facebook, with emotive and “contropolitical” tones, and interpretate their original role of “noisy majority” in an unaware and disorganized way.

Published
2018-06-30
How to Cite
CERRONE, Marco; MARRAZZO, Francesco. Noisy microinfluencers in 2016 referendum campaign. DigitCult - Scientific Journal on Digital Cultures, [S.l.], v. 3, n. 1, p. 51-72, june 2018. ISSN 2531-5994. Available at: <https://digitcult.lim.di.unimi.it/index.php/dc/article/view/60>. Date accessed: 06 july 2025. doi: https://doi.org/10.4399/97888255159097.
Section
Articles