TABLE OF CONTENTS List of Abbreviations Acknowledgements Introduction Case Study: the Italian referendum campaign against water privatization Connected Activism: loose interactions on social media, and possible effects on campaigning Methods to Investigate Large-Scale Campaigns: a challenging object of study Structure of the Book 1 Models of Online-Related Activism 1.1 Online-Related Activism: key concepts 1.2 Overlapping Plans: research on online phenomena, and its complexity 1.3 Recurring Questions Conclusions 2 Methods for Investigating Online Related Large-Scale Campaigns on the Web 2.1 The Italian Referendum Campaign on Water: methodological opportunities and difficulties 2.2 Online-Related Social Research: some inspiring methods 2.3 A Methodological Proposal for Investigating Large-Scale Online Campaigns 3 Water Commons: global movements and the Italian campaign against water privatisation 3.1 The Global Context 3.2 Acqua Bene Comune: the growth of the Italian water coalition 3.3 The 2011 Referendum Campaign against Water Privatisation in Italy 3.4 Alliances and Conflicts during the Campaign Conclusions 4 The Web of Water: a trace on the links structure 4.1 Investigating the Web as a Network of Links 4.2 Network Analysis of the Water Campaign on the Web 4.3 Community Structures and the Content of Websites Conclusions 5 Patterns of Online Communication during the Referendum Campaign 5.1 Online Communication during the Campaign: an evolving strategy 5.2 The Role of the Specialists: technological and communications skills 5.3 The Media Context: the relationship with non-digital media 5.4 Processes of Website Creation Conclusions 6 The Campaign for Water on Facebook. Perceptions and organizational models in a real-digital space of activism 6.1 How to Investigate a Facebook Campaign 6.2 Activism on Facebook during the 2011 Referendum Campaign 6.3 Groups, Initiatives, and Patterns of Use 6.4 The Perception of Facebook Conclusions 7 Reinterpreting the Data: new theoretical perspectives and methodological proposals 7.1 Three Final Perspectives for Observing the Referendum Campaign 7.2 On Methods: strengths and weaknesses of a combined methodological approach 7.3 Five Directions For Further Research References List of the Interviews