DIGITALNI AKTIVIZAM NA PRIMJERU FACEBOOK GRUPE „RIJEKE BOSNE I HERCEGOVINE - BUDI PROMJENA".

Purpose. The purpose of this paper is to analyze the digital eco-activism on social networks and recognize when digital activism turns into civil actions. The focus of the paper will be primarily on the case study of the Facebook group "Rijeke Bosne i Hercegovine - budi promjena" (The Rivers of Bosnia and Herzegovina - Be the Change), with special reference to the limitations caused by the operation of Facebook algorithms and the Rules of use of this social network. Methodology. For the analysis of the Facebook group "Budi promjena", which has 55,800 members, a period of two years was covered i.e., from the very foundation of the group (from February 2020 to March 2022) and a statistical review of the activities of the group from 1 July 2021 to 21 March 2022. Through the case study of the Facebook group, an insight was given into the background operation of both the Facebook algorithm and the constant changes and introduction of new rules and restrictions that ultimately had a negative impact on the group activities. The paper presents a theoretical analysis, as well as the analysis of data collected relevant to this paper. Using a comparative theoretical approach, a comparison will be made with similar digital activisms that have resulted in concrete civil actions along with applying the principles from the theory of common goods, which was founded by Elinor Ostrom, on the example of the "Be the change" group. Results. From the presentation of the status (Facebook insights) of the operation of the group "Rijeke Bosne i Hercegovine - budi promjena", the limiting factors of action that indicate the restrictiveness of the FB algorithm will be analyzed. The limiting factors that lead to lower spillover from digital to civic action are listed and it is examined whether the group meets the principles of commons, which is significant because it allows the group as a commons to be seen as a counter-mechanism or counterbalance to the limiting effects of Facebook's algorithms. Social Significance. This paper presents an example of good and innovative practice of digital activism in socio-ecological boundaries, showing how the management of digital tools can empower and limit civic action. Originality. The paper presents the so far unpublished data on the management of the FB group, which resulted in concrete civil actions. [ABSTRACT FROM AUTHOR]