Disconnective Action: Online Activism Against a Corporate Sponsorship at WorldPride 2021

Sine Nørholm Just*, Jannick Friis Christensen, Stefan Schwarzkopf

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review


Disconnective action, this article argues, is an important supplement to the logic of connective action, which enables social movements to organize informally online. Through the (threat of) disconnection, members may (re)assert their agency in relation to social movement organizations. In conducting a case study of LGBTI+ community members’ protests of a corporate sponsorship of WorldPride 2021, we establish disconnective action as a particular form of within-movement activism that relies both on social media affordances and the conditions of possibility of hybrid media ecologies. Thus, we explore how individual members of the LGBTI+ community were able to influence the formal organization of WorldPride 2021, as the threat of community members’ disconnection from the event led the organizers to terminate a corporate sponsorship. On this basis, we conceptualize disconnective action as a central means for individual activists to shape the movements of which they are part.
Original languageEnglish
JournalNew Media & Society
Number of pages20
Publication statusPublished - 15 Jun 2023

Bibliographical note

Epub ahead of print. Published online: 15 June 2023.


  • Connective action
  • Disconnective action
  • LGBTI+ Pride parades
  • Online activism
  • Social movements

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