Strategic authenticity in the promotion of a protest action on social media: the case of the School Strike 4 Climate in Sydney

Protest organisers around the world are increasingly trying to pressure governments to act on climate change. Young people have been at the forefront of the mobilisation to raise awareness about the issue and to call for change. Student movements across the globe are redefining the political through innovative and creative actions. I focus on one of these actions with a case study of how young people from the School Strike 4 Climate (SS4C) movement in Sydney use social media to promote a protest event. In doing so, I propose the concept of 'strategic authenticity' to define the balance between professional communication and authenticity in young peoples' communicative action online. Such a balance is achieved by melding well-crafted content with humour and references to popularity and internet culture. Studying students' practices of 'strategic authenticity' contributes to deepening our understanding of democratic renewal and young people's political engagement in the context of the climate change movement.