The participants of on-line discussions and off-line meetings came up with the idea of the public events, so - called “V-days” which made Bepe Grillo's initiatives known to a wider public. “V-Day” aimed to mobilize public in order to collect signatures for some initiatives or petitions and was held under “V” standing for vendetta, victory and “vaffanculo”, which literally meant saying “fuck off” to bad policies. First, such rally took place in Bologna on 8th of September 2007 and called for “Clean Parliament” - removal of the members of parliament who had any criminal convictions as well as for some changes in the electoral system and two-term limit for all members of parliament (De Maria et al., 2008). Moreover, the demonstrators projected the names of Italian politicians convicted for corruption and tax avoidance. Despite its vulgar insult, the demonstration collected more than one million participants and more than 350,000 signatures (Bordignon & Ceccarini, 2013) and was followed by the rallies in the other Italian cities. The next V-day (V2 Day) took place in Turin on 25th of April 2008 and was oriented on criticisms of Italian press and lack of press freedom. The participants were collecting signature for a referendum, which would ease the publication process. This demonstration was not as huge as the first one, still it collected around 500 000 people (Beppegrillo.it, 2008).

The popularity of on-line Beppe Grillo's applications especially with the success of the events have opened new opportunities for “Grillini” (Grillo's supporters) - to interact with formal politics. They created Civic Lists (known as “Amici di Beppo Grillo”), which Grillo himself described as “viruses of participatory democracy” (Tronconi, 2016). The participation required the candidates not to be the member of any other party or political movement, not to have any criminal convictions, not to serve more than one electoral term, to be the resident of the region where he or she is participating in elections. Moreover, the civic lists should publish candidates' curricula in the Internet, introduce a blog to exchange ideas, be open to criticism and not ally with other parties or other “Friends of Beppe Grillo”. The largest Meet-up groups followed these requirements and put forward their candidates for local elections in 17 municipalities in April 2008. Despite the fact that some of the candidates were elected as councilors, the percentage they gained was rather low, averaging 2.43% of the vote in these places (Ministero dell'Interno, 2008). Still, the supporters were satisfied with the first results, achieved mostly through mobilization in Internet without any television or press support and public funding. In March 2009, Beppe Grillo initiated the national meeting of civic lists, which is held in Florence in order to present Florence Charter (“Carta di Firenze”), joint program of several local civic lists in order to attract attention to the issues connected with ecology, transport, energy, connectivity and mobility. After, the civic lists succeeded in more municipal and regional elections until on 9th of September 2009 Beppe Grillo announced the establishment of a "Five Star Movement" (Movimento Cinque Stelle, M5S), which spirit in the words of the leader, “can be summarized in two words: transparency and participation, both possible thanks to the diffusion of the internet” (Euronews, 2012). Announcing the creation of the movement in the blog, Beppe Grillo wrote “On 4 October 2009, a new National Five Star Movement will be born. It will be born on the Internet. Italian citizens without a criminal record and who are not members of any political party can join… the parties are dead. I do not want to found `a party', an apparatus, a structure of intermediation. Rather I want to create a Movement with a program” (Financial Times, 2012). The movement declared to focus on 5 main issues (that reflected in its name) - sustainable development, public water, transport, Internet access and environmentalism. The requirements for joining movement and its main objectives are listed in the “Non-Statute” published in Beppe Grillo's blog. For instance, according to article 4, the movement aims to build through the Internet (Candidates to the elections to Parliament, Senate or Regional and Borough Councils are organized in Web 2.0.), which is recognized to be “a prime tool in the process of consultation, deliberation, decision and choice for the movement itself” (Non-Statute, 2009).

After this the movement started to thrive in elections, in 2010 M5S participated in regional elections and achieved remarkable results in 5 regions (Emilia-Romagna, Piedmont, Veneto, Lombardy and Campania), getting their 4 candidates elected as councilors in Emilia-Romagna and Piedmont. Five Star Movement as well ran in four important municipalities with average 3.5% of the vote (Ministero dell'Interno, 2010). In local elections in 2011 the movement even more improved and gained 10 percent of votes in north-central and north-western regions of Italy. However, the real political success was achieved during municipal elections in May 2012. The movement not only expanded the list of cities where it could put forward candidates (101 of the 941 Italian cities had candidates from Five Star Movement (Cairola, 2012)), but also succeed in such cities as Parma, Mira, Comacchio, Sarego, where M5S candidates became mayors. It also received solid support in Genoa, Verona, Monza, Piacenza and some other cities with an average of 5% of the vote and 34 councilors elected (Ministero dell'Interno, 2011). The opinion polls of this time showed the increasing support to M5S (around 20 per cent) that resulted in M5S becoming the most voted party during the Sicilian regional elections of 2012 (Colloca&Vignati, 2013).

Having an enormous support in the Internet, Five Star Movement declared their intention to participate in national elections in February, 2013. The candidates were chosen through the on-line voting by party members, which was accompanied by rallies, so-called Tsunami tour, during which people gathered all around Italy from small towns to big cities as Rome, Milan, and Turin. Neglecting official media, the representatives of movement were filming the rallies and broadcasting them in WebTV channels especially on Youtube. Moreover, adherents were covering the actions of Beppe Grillo and supporters of the movement by posting, sharing, commenting the photos and videos in social networks. As it is nicely described by de Rossa (2013), “the Web stormed into the piazzas and the piazzas stormed onto the Web with images showing the crowds of attentive citizens… A month in which virtual and real piazzas moved in tandem and acted in unison, amplifying Grillo's speeches and magnifying the effects of an electoral campaign which had epic traits…The Web became the connective tissue, the megaphone and the organizing principle behind a campaign that offers seamless movement between different reality spaces (online/offline).” It is also noticeable that a month before the elections, M5S supporters started more intensively to use MeetUp, the number of groups grew from 500 in November to over 700 in January and to more than 1000 in March 2013 (de Rossa, 2013). The following graph, prepared by PHD student of Sydney University Francesco Bailo, shows the evolution of Five Star Movement and increase in number of Meet-up groups, especially after the success in municipal elections 2012 and national elections 2013.

As a result, Five Star Movement succeeded in the national elections, exceeding predictions of opinion polls and becoming one of the main political forces in Italy and second voted after Democratic party with 25.6% of the votes at the lower chamber and 23.8% at the Senate (Paparo & Cataldi). The research of the electorate (Mosca &Lorenzo& Vaccari& Valeriani, 2015) shows that M5S supporters were using the Internet more intensively than the proponents of other parties. As Italian scholars figured out, in spring 2013, 74 % of M5S voters were online and among them 73 % used Facebook. Moreover, during the election campaign Beppe Grillo was the most followed Italian party leader (Vaccari &Valeriani, 2013).

Going towards electronic democracy, in July 2013 right after Italian parliament had launched the interactive platform Tu Parlamento, Five Star Movement replied by introducing their own “electronic parliament”, which in contrast to the first one gives users the opportunity not only to vote and to comment on laws, but also to help in their writing, propose amendments and, generally, engage activists in decision-making process. Thus, members of Five Star Movement got an opportunity to participate in political discourse, where “shared common view is not altered by social hierarchies and inequalities of knowledge” (Barillari, 2013).

In May 2014 Five Star Movement participated in European Parliament elections with the list of candidates elected through online voting. The supporters of M5S started a powerful hash-tag campaign spreading the slogan #vinciamonoi (“We will win”) in social networks, which was again accompanied with rallies all around Italy. According to the research of social media intelligence company Blogmeter Blogmeter, Le Elezioni 2014 su Twiter, retrieved May 3, 2016 from https://www.blogmeter.it/blog/2014/05/26/le-elezioni-europee-2014-su-twitter/, from 25th to 26th of May, hashtag #vinciamonoi was used 25 500 times and #M5S 34900 times. However, the party could only get second place nationally after Democratic Party receiving 21.15% of the votes. The viral hash-tag was transformed into #vinciamopoi (“We will win later!”) and also obtained a wide distribution. According to Blogmeter, #vinciamopoi was tweeted 36200 times, going beyond its counterpart. In 2014, M5S also became the part of Europe of Freedom and Direct Democracy (EFDD).

Thus, we have examined the pathway from small networked public around Beppe Grillo's blog to an influential political party with its ideological program and millions of supporters. Today M5S public is significant netwok, which acts both on-line and off-line. There is no inconsistency between the Internet activity and campaigns on piazzas as “both of them offer a similar kind of forum for the exchange of public opinion. The ubiquitous nature of the Web is provided by the rising numbers of mobile devices and Wi-Fi connections in Italy, and the piazza, in many ways, reflects the broadcasting model Grillo uses in his shows and in his blog.” (de Rossa, 2013) .

The public is developed around the Beppe Grillo's blog, which serves as megaphone of M5S agenda attracting attention to the issues both on local, national and international scale, and as the registered office of the party. According to the web-statistics Competitive Intelligence. (n.d.). Retrieved January 11, 2016, from http://www.alexa.com/siteinfo/beppegrillo.it, there are 4 456 655 monthly and 53 444 395 yearly unique visitors in the blog, 1 828 081 followers in Facebook official group, 1 980 000 followers in Beppe Grillo's Twitter, 245 986 followers on Google + and 499 332 followers and more than 100 000 000 views on You-Tube. There is a considerable number of Meet-ups all around Italy and some other European countries. According to Beppe Grillo's Meet-up page, in April 2016 there are officially 1291 groups with 157161 members and 59390 interested spanning more than in 1020 cities (mainly based in Italy) and 22 countries. Civic lists in each city have their own Facebook groups, which are used in order to translate the news, as well as to organize and spread information about off-line events.

3.2 “M5S Public”: features and mechanisms of transition

If we explore the public of Five Star Movement, applying the theoretical framework, determined in the first chapter of the work, we can state that it is agentic public that now possess enough resources to be called full-fledged actor. To figure out the features and mechanisms of public transition from on-line to off-line we will again apply Belyaeva's analytical framework (2012).

Moreover, to understand better M5S public we have conducted a survey in April 2016. The survey questions can be found in the Appendix. Respondents were asked three question pools: general information (sex, age, place of residence), the information on participation in M5S on-line and off-line activities and the attitude towards some statements about public participation which was measured on a scale from 1 to 7 (where 1 indicated “strongly disagree”, 2 “disagree”, 3 “somewhat disagree”, 4 “neither agree nor disagree”, 5 “somewhat agree”, 6 “agree”, 7 “strongly agree”).

All people surveyed were the supporters of the Movement and were mainly from Italy, so the questions were addressed in Italian language. We combined both off-line and on-line surveying. The paper survey lists were distributed on one of the assemblies of representatives of Five Star Movement in the city of Forli. Furthermore, we used free easy-to-use on-line tool - Google forms, which allows creating and sharing the survey with internet users. Thus, the members of Five Star Movement groups on Facebook were sent the link to the survey hosted at Google Forms. As a result, we collected 21 response from Forli activists and 61 from Facebook users. Therefore, the final sample size is 82. The findings of our research are presented later in this part of work.

To understand the “troubling message” which mobilized the public, we need to look back in the history and examine the case background. Marco Milani in his work “Contemporary populism in Italy: the five star movement” (2014) very precisely analyzed the political and economic context. He states that the Italian society has faced great stress after economic disasters, pandemic corruption and low credibility in the international arena during and after Berlusconi government. The scandals around mafia and bribery infiltrations of political institutions have caused the mistrust in both European and national political institutions. The political parties were accused for ineffective political measurements and inefficiency in attempts to stop the economic crisis of 2008 and 2011 (Clara,2012). According to the opinion polls, in 2013 only 10 % of Italian had confidence in the national Parliament and political parties and 32% had trust in European Union (Bartlett, 2013).

Moreover, during last two decades, the dominating political parties were skeptical to the new technologies and ignored the usage of new media giving preference to the traditional ones as television, press and radio. Berlusconi, being the owner of media-empire and having the control over public and private media, the main national TV channels, had an opportunity to manipulate public opinion and the agenda. This lack of pluralism in the Italian media system has been noted by Reporters without Borders (Reporters without Borders, 2003).

Hence, these factors conduced the mobilization of public around the new discourse created by Beppe Grillo, which started circulating the message of opposition to the existing government, to the political parties. National Five Star Movement consider itself to be a movement not a `a party', as it is formulated in its statute, M5S “is a free association of citizens. It is not a political party and it does not mean to become so in the future. It has no left or right ideologies, but ideas. It wants to full-fill an efficient and effective exchange of opinions and a democratic comparison excluding associative and party ties and without the mediation of leaderships and representations, recognizing to all citizens the governing and directing role normally ascribed to a few” (Lanzone, 2013). According to Beppe Grillo's rhetoric, the parties are dead and the voice of Italian citizens means absolutely nothing, so there is an urgent need to change the state of affairs, returning the country to people. This populist approach, the orientation on the sovereign people and participatory direct transparent democracy conduced the fast and vast mobilization of public. M5S is promoting a bottom-up concept of democracy, focusing on transforming the citizens from passive audience into the protagonists of politics. Moreover, M5S opposed itself to the traditional media, controlled by the government and used an innovative communicative strategy, making the internet the key platform for self-organization, decision-making and fund-raising, for democratic and horizontal participation.

As it was mentioned before, initially the public was organizing only around Beppe Grillo's blog beppegrillo.it, which has been serving as a central node of communication. As our survey has shown most of the supporters have learned about the Movement from social media - 43,2 % of the respondents, others from traditional media 22, 2 %, friends 17,3 %, off-line campaigns 4,9% and through other tools 12, 3% (as Beppe Grillo's blog).

Moreover, the respondents have confirmed that among all Beppe Grillo's on-line communication platforms, they mostly follow the blog: 84,1 % (69 out of 82) of all surveyed. 65, 9% (57 out of 82) from all the participants follow Facebook, 40, 2 % (33 out of 82) YouTube, 24, 4% (20 out of 82) Twitter and 11% Google Plus (9 out of 82). And what is more important, the respondents check these social media sites regularly. According to survey, more than two third (73,2%) read the content connected to M5S every day. And 12, 2 % two or three times a week.

Indeed, the main messages and ideas come from Beppe Grillo's blog, which are later commented and shared by the supporters of M5S. Sometimes Grillo himself asks the users to spread the message adding specific hashtag to it. In words of Chadwick (2009), this information exuberance is a result of citizens engagement in activities which require little commitment but all together can expand into mass phenomenon. The content of the blog is mostly oriented on reporting about Beppe Grillo and Five Star Movement both on local and national scope, as well as about rallies and protests organized by the movement. Moreover, as Clara has shown the blog also contains critics of the Italian “political castle” and mass media. There is a strong contradistinction between the supporters of Movement, which are referred as “us” and “others” from anti-democratic, obsolete and authoritarian political system (Clara, 2012). It is worth noting, that all followers of the blog can like, comment and information, however only accredited members are allowed to participate in on-line voting. Commentary section is widely used, and according to Clara's analysis, the number of comments has raised with the success of M5S during elections.

The survey has shown that more than a half of respondents (58,5%) not only read the news but also share them in other social networks (for example, Facebook and Twitter) and more than one third of participants usually write comments (46,3 %).

The Meetup platform and offline assemblies of local grassroots, as well, later started to serve as public spaces for summoning. Local organizations, so-called friends of Beppe Grillo, are free to manage themselves, to use any organizational structures and choose the local issues to discuss. The local groups possess strong connection with its origin area and has a stable representation on the ground (Lanzone, 2014). The grillinis organize local events, square meetings, stands and gazebos during the open markets, petitions, debates and demonstrations. Besides, they use social networks to spread the information about local problems (as public water or high speed trains) and the general information about the M5S activity, as well as to organize assemblies and get consultations from leaders of the movement. The Internet, thus, serves as a linking mechanism between local groups and leadership (Bordignon, 2015). Moreover, the face-to-face meetings and mass rallies helped to raise visibility of the movement which was extremely limited at the first stages. Among survey respondents, 79% indicated they participate in meetings organized by Meet-Up platform and 54, 9% engaged in V-day, about which they mostly learned from Beppe Grillo's blog.

As we have mentioned before, the success in such large events as V-days and then in elections have influenced the increase in number of supporters of Five Star Movement. Thus, satisfying results of previous activity can be considered as one more driver of people's mobilization. The results of the survey as well proved this assumption showing that most of the respondents agreed that success of Vday and M5S on elections influenced their engagement in M5S other public activities.

Our survey has shown that the respondents also participate in other online activities as writing online petitions (81,4%), contacting politicians (51,4%), making donations or engaging in fundraising (55,7%), hash-tag campaigns in Twitter (14, 3 %).

M5S characterizes itself as a non-hierarchical and leaderless, however the political line and the agenda are defined by Beppe Grillo, who thanks to his charisma and satire acts as a megaphone of the movement, spreading the message of M5S to the wider audience. Many researches point attention to the importance of the personality of Beppe Grillo. Ignoring and neglecting TV and press, he still brilliantly attracts their attention by his communication strategies: from his swear words to body language, from his sharp speeches during electoral campaigns to his powerful posts in blog. For instance, in the article on Grillo's communication style, Cosenza (2013) clarifies that the leader of Five Star Movement is using explicit and vulgar expressions talking about political, social and economical issues, as well as in speeches with ordinary people.

In many of his speeches he declares to public “I am one of you”, addressing the audience with the Italian personal pronoun “tu” instead of plural “voi” (you) almost identifying himself with them (`I am you'), creating total fusion and mutual trust between the leader and the voters (Cosenza, 2013). Moreover, Beppe Grillo conquers the official media space by provocative behavior, for instance by swimming across the Straits of Messina during the Sicilian regional electoral campaign in order to support candidates from M5S. Thus, the language, the body, the comic's background help Beppe Grillo to shape the identity of M5S.

In our survey we asked respondents if the M5S leaders know the right words to encourage people to vote and found out that mostly the surveyed agree with this statement. However, there was uncertainty among respondents if the leaders' positions can influence their behavior. The results of the survey are represented in the following two graphs:

It means that the leadership is indeed very important for M5S supporters, but the position of leaders can be doubted sometimes.

The dominant public space, where M5S discourse is regularly and intensively circulating is the Internet in combination with the periodic conquer of official media headlines. As Casaleggio and Grillo wrote in their book, “In Italy the Five Stars Movement was born to the Web, with not a cent of public funding to its name, and with media opposition from all sides” (de Rosa, 2013). Indeed, possessing a lack of resources and being disregarded by traditional media, M5S was relying on the free accessible social media, volunteers work and donations.

The participants of the survey as well affirmed that online activity gives the opportunity to join movement and to show the support without much effort, to spread easier the information about offline actions and involve more people, to learn about other “grillinis” and to be close to the leaders of the movement.

Most surveyed perceived online activity to be essential for the movement organization, saying that without it Five Star Movement would not achieve the same success. However, according to the respondents, offline activity is also significant for achieving political goals. Thus, the combination of both digital and face-to-face participation is the most efficient strategy for the Movement. It is worth admitting, that the importance of the offline actions was more emphasized by activists surveyed during the assembly of Five Star Movement in Forli than by Facebook followers of the relative groups.

As we have noted in the first chapter, information about other people who share the same views, affect the social norms and willingness to join this group. Moreover, as it was stated the quantity of participants can also play influential role and mobilize people with high thresholds. The surveyed M5S supporters as well acknowledge that through the Internet they could learn that more people share the same political position as them and are going to participate in the M5S manifestations and vote for this political party on elections.

Moreover, the respondents also admitted that online community of Five Star Movement encourages them to use social networks as Facebook and Twitter to share political information, to use Meetup and participate in its meetings as well as to vote for M5S on elections. This proves that interaction between users in social media has the impact on the individual's behavioral patterns.

To discover some personal drivers, which influence M5S activists to gather and stay united, we asked the respondents of the survey, what they feel using the Movement's online platforms. Among the main feelings appeared the opportunity to share experiences, values and opinions (60 out of 81 responded, 74,1%), personal investment (47 out of 81 responded, 58%), sense of belonging and identification (45 out of 81 responded, 55,6%), common identity (26 out of 81, 32,1 %), influence on others in the community (25 out of 81, 30,9%) and being influenced by community (10, 12,3 %), emotional safety (8, 9,9%). Moreover, the participants mentioned the possibility to create a community, personal growth, opportunity to express disappointment and to make a change. Most of the respondents as well agreed that online tools help to create mutual trust between the members.

Thus, to summarize, Five Star Movement could create a successful approach of combination of on-line and off-line activity. The usage of the blog, where the message of opposition to the current state of affairs first started to circulate, and some social networks, the introduction of the on-line voting system and electronic parliament in combination with the creation of the network of Meetup groups, organization of rallies as “Vdays”, some pre-election campaigns and local events as square meetings, stands and gazebos, in sum have brought together individuals sharing similar political positions and ideas, have created and mobilized the wide diversified public that covers huge geographical area. Public engagement into M5S activity has resulted not only from the social, political and economic context in Italy and dissatisfaction of people with the current political parties and lack of media pluralism, not only from the oppositional powerful message addressed by M5S but also by strong leadership of Beppe Grillo. The former comic with his style of expression, satire and provocative behavior, his distinction between “us and them” could encourage people to join M5S public. Moreover, Casaleggio's knowledge of Web tools provided public with some digital tools, which helped people to stay connected, to share experiences and opinions, to invest personally into collective action, to influence others in community and be influenced by others. The social networks helped to create mutual trust between members, common identity, the sense of belonging and the environment of emotional safety. Furthermore, the published information on the quantity of followers, participants of rallies, voters on elections could mobilize the individuals with high thresholds. The interaction between the individuals is facilitated not only by blog or social networks but also by such online platform as Meetup, which enables organization of face-to-face meetings, which create closer intimacy between members. Furthermore, one more factor, which influence public summoning, and transition of public from on-line to off-line is the success of previous activities undertaken by public and perspective of making a change.



Conclusion

From the first philosophers, the notion of public inextricably intertwined with communication, articulation and exchange of social experiences. Both for Aristotle and for Habermas, for Warner and for Belyaeva discourse is the necessary factor for the formation of public. The media has always affected the communication and with introduction of mass media, it started to influence rational critical public debate converging it with private property. Only introduction of the Internet, global, social, ubiquitous, rapid and cheap network, could bypass the commercial bias of the mainstream media and, thus, stimulated the development of concept of public sphere. Today with the Web 2.0. and social networks, classical theories are not enough for understanding publics. Individuals got a non-hierarchical interactive tool for many-to-many communication, for exercising different social roles at the same time and adopting new ones, for consuming and producing information regardless social status, age, and distance. New digital tools have brought changes to the mechanisms of emergence, organization and mobilization of public. Social networks implying three forms of sociality: cognition, communication and cooperation, bypass the commercial bias of the mainstream media and, thus, ease the exchange of opinions, showing support or vice versa the opposition, creation of symbolic systems and visions, contributing to collective action and, hence, encourage public summoning. Today even sharing, liking, tweeting and retweeting are perceived as public participation. The numbers of such participants grow quickly and publics get a potential to transform from local to global and from on-line to offline. This transition happens not only by virtue of technical features of Web 2.0. Thus, we investigated two cases which can be characterized by vivid transformation of public and defined the mechanisms of transition.

The examined case of Charlie Hebdo presents the potential of social media to spread public discourse from local to global. The circulation of strong message embodied in driving hash-tag (#jesuisCharlie) stimulated many users to join forces to participate in a bigger scale dialogue, interacting with anonymous users around the world. People, motivated by the need to speak up, the need to share feelings and to show support and solidarity, have adhered to the same message, abandoning their comfort zone and even their language barriers. Circulating the common symbols and messages and noticing the rapidly growing support of participants including officials and international organizations, Charlie Public expanded not only in distance: from local to global but also in level of participation: from online to offline. Engagement both by just liking, sharing and commenting as well as going out on the streets contributed to the immediate and long-lasting circulation of the message. The creativity of message and its intertextual character led to the situation that the identification of yourself with victim (the slogan “jesuis…”) started to be used in different circumstances and for different occasions. All in all, public summoning and transition from local to global scope was triggered both by the characteristics of social media, as well as the social constructs: search for unity in opposition to terrorism, association yourself with victim and need to show the solidarity, visibility of support from ordinary people as well as from world leaders and some global actors, circulation of the same powerful message which is rooted in the history of solidarity movements, adherence to same symbols and visions and, as a result, creation of the common identity and the desire to contribute to collective action.

The case of Five Star Movement has proved the ability of Web 2.0. not only to spread information to summon public outside virtual environment, but also to create the tools which allow people to feel both as part of on-line and off-line public at the same time (Meet-up groups, On-line Voting, E-parliament). The public of Beppe Grillo' blog, first, limited in resources and using only one tool for organization and communication could benefit from the interactive character of the new media and use its potential to expand its activity. Thanks to the commitment to the close political positions and strong leadership, development of strong opposition to others and drawing a line between “them” and “us” in the context of lack of pluralism, the number of Beppe Grillo's supporters was growing rapidly. Liking, sharing and commenting the blog as well as social networking pages, the individuals felt connectiveness, ability to share experiences and opinions, to influence others and be influenced by others, personal contribution and unity. Getting the tool, which combines on-line and off-line participation, which allows to meet and personally get to know and at the same time stay connected on-line, helped to create mutual trust and emotional safety between members. These all together motivated the public for more significant steps as rallies, signing petitions and local demonstrations, which were happening simultaneously live and were transmitted online on Youtube channels, in Facebook groups and Twitter posts. The success of these campaigns as well triggered public participation and mobilized more people in new formed Five Star Movement. The common symbols and vision fueled the development of common identity and the need to exercise collective action to change the state of affairs. The participation in elections as well as the opportunity to make a personal investment and produce a visible change, even more activate the public and keep it together.

Nowadays, the virtual publics form around many different subjects whether that be advocacy campaign or the personal life of the celebrity, the expression of solidarity or opposition to the existing political castle, and most of this public have a potential to spread globally and expand to offline level. Our work is just an attempt to investigate these publics and to look more deeply in their formation, organization, communication and action facilities. Today in the every-day-changing digital world, there is an opportunity to analyze many more virtual publics, which will be a logical continuation of this work.



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