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Abstract
This paper examines young people's civic motivations in conjunction with their expected gratifications from, and evaluations of, civic websites. Fourty-six young people took part in this qualitative study, which included individual written evaluations as well as group reviews of the websites of four civic organisations (Fairtrade Foundation, Soil Association, Friends of the Earth, The Meatrix). The key finding of the study is that young people are willing to engage with civic websites as long as a series of ‘terms and conditions’ are met that would make that engagement meaningful to them, such as a link between the issue and the individual's lifeworld and the benefits of civic action. These conditions constitute a coherent paradigm of civic consumerism, although the evidence strongly suggests that this is due to a sense of civic loneliness and widespread scepticism about the relevance of collective action. Furthermore, the study highlights the importance of the emotional dimension of civic engagement, which recurred consistently in these young people's narratives. The implications and limitations of this paradigm of civic consumerism are examined, along with the ensuing challenge to the internet's democratic potential.
Notes
For example, UK sales of Fairtrade products rose by 43 per cent year-on-year to £700 million in 2008 (Boyle Citation2009), while membership to Friends of the Earth (FoE) rose from 1,000 in 1971 to 119,000 in 2002. FoE is a particularly interesting case from a political science perspective as it is one of few NGOs to explicitly identify itself as pursuing democratic objectives (Taylor & Burt Citation2001, p. 60).
