Beyond Hashtags: The Online Struggle for Justice in the #SavePirin Campaign

Abstract

Over the last decade social media has evolved into a powerful tool for social mobilization and advocacy, enabling citizens to voice opinions, gather support, and raise awareness about social, political, and environmental issues. The #SavePirin campaign is a prominent case of digital activism in Bulgaria, which transformed into an grassroots movement to advocate for the preservation of „Pirin“ National Park against government-backed commercial development. This study is about on the tools used by the #SavePirin movement, such as hashtag activism, celebrity activism, and online event organization.

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