Through digitalization the operating conditions of activists have radically changed. Against this background, a theoretical framework is provided to serve as a basis for a deeper understanding and empirical analysis of this structural change of counter-public spheres: On the social macro-level alternative media with a broader and in principle disperse audience, on the organizational meso-level collective mobilizations, which can grasped as participatory public spheres, and on a individual micro-level myriad forms and manifestations of media activism. In an over-saturated media environment (net) campaigning constitutes more and more the essential communicative connection between counter-public spheres and their internal as well as external audiences, thus establishing a successful issue-orientated network. A synopsis of literature shows, that the process of digitalization and emergence of campaigning has not only amplifying but also unintended negative effects for the production, representation and appropriation of counter-publicity.