Flexible Organizational Structures of the Digitally Mediated Collective Actor - A Case of the Shame Movement in Georgia

Abstract: Recent scholarship has challenged the notion that digital tools alone can sustain a social movement, emphasizing instead the importance of collective identity and organizational structures. However, there is still limited understanding of how organizational structures emerge and transform in a social movement. This study argues that despite appearing chaotic or disorganized, collective actors possess flexible organizational structures, which develop in reaction to the external forces of dominant powers, and through the relation of humans, digital media, and physical spaces. Organizational structures take different forms at different stages of a protest’s transformation, becoming increasingly rigid. Ultimately, the research offers valuable insights into the process of transformation of the Shame Movement in Georgia, from a reactionary protest to a social movement and a registered organization. Additionally, study provides curious insights for the further research in organizational scholarship, strategic communication, and collective action.