actie

Actie is a Dutch noun that primarily denotes action or an act, but it is also used for organized efforts such as campaigns or promotions. It can refer to a single act in everyday speech or to broader, coordinated endeavors in politics, marketing, activism, or media. The word is common in many contexts and is understood across Dutch-speaking regions.

In political and social contexts, actie often describes a coordinated effort or campaign, such as protest actions, fundraising actions, or promotional actions within plan documents. Phrases like een actie ondernemen (to take action) and een actie voeren (to conduct an action or protest) are frequently used. In advertising and retail, actie refers to a promotional campaign, for example een kortingsactie (discount campaign) or een proefactie (trial promotion).

In media and film, actie serves as a cue in the production process: the director or assistant yells “Actie!” to start a scene, the Dutch equivalent of the English “Action!” The term also appears in idiomatic expressions such as per direct actie, emphasizing immediacy or urgent measures.

Etymology: the word derives from Latin actio, via French action and Dutch Middle Dutch actien/actie, reflecting its long-standing use to signify both a concrete act and an organized effort. See also related terms such as daad (deed) and handeling (transaction, operation).