8.7 Social media and online activism
10 min read•august 20, 2024
Social media has revolutionized activism, enabling global mobilization and amplifying marginalized voices. Platforms like Facebook, , and have become powerful tools for raising awareness and challenging inequalities, democratizing participation in social movements.
Online activism strategies include viral content creation, protest organization, crowdfunding, and petition campaigns. These tactics have significantly impacted movements like , Black Lives Matter, and , demonstrating social media's potential to drive social change and shape public discourse.
Rise of social media activism
- Social media has transformed the landscape of activism, enabling individuals and communities to mobilize, organize, and advocate for social change on a global scale
- Platforms like Facebook, Twitter, Instagram, and YouTube have become powerful tools for raising awareness, amplifying marginalized voices, and challenging systemic inequalities
- The rise of social media activism has democratized access to information and participation, allowing anyone with an internet connection to engage in social movements and campaigns
Platforms for online activism
Facebook groups and pages
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- Facebook groups and pages serve as virtual gathering spaces for activists, supporters, and allies to connect, share information, and coordinate actions
- These spaces foster a sense of community and solidarity, enabling individuals to find like-minded people and build networks of support
- Facebook's features, such as events, live streaming, and targeted advertising, allow activists to reach a wide audience and mobilize supporters for offline actions
Twitter hashtags and trends
- Twitter's hashtag feature has become a powerful tool for online activism, allowing users to create, track, and amplify conversations around specific issues or campaigns
- Hashtags like , #MeToo, and have gone viral, sparking global movements and drawing attention to pressing social and political issues
- Twitter's trending topics feature also helps activists gauge public sentiment, monitor real-time developments, and respond to emerging challenges or opportunities
Instagram influencers and campaigns
- Instagram's visual-centric platform has given rise to a new generation of activist influencers, who use their large followings to raise awareness and promote social causes
- These influencers leverage Instagram's features, such as stories, IGTV, and live streaming, to share personal experiences, educate followers, and inspire action
- Instagram campaigns, often centered around hashtags or challenges, encourage users to participate, share content, and show solidarity for a particular cause (e.g., for climate change awareness)
YouTube videos and channels
- YouTube has become a powerful platform for activists to create and share educational content, documentaries, and personal stories related to social justice issues
- Activist YouTubers use their channels to provide in-depth analysis, debunk myths, and offer alternative perspectives on complex topics
- YouTube's comment section and community tab also facilitate discussions and debates, allowing activists to engage with their audience and build a sense of community around shared values and goals
Strategies of online activism
Raising awareness through viral content
- One of the primary strategies of online activism is to create and share viral content that captures public attention and sparks conversations around important issues
- This content can take various forms, such as memes, infographics, videos, or personal stories, and is designed to be easily shareable across social media platforms
- Viral content often relies on emotional appeals, humor, or shock value to generate engagement and encourage users to spread the message to their own networks
Organizing protests and demonstrations
- Social media has become an essential tool for organizing offline protests and demonstrations, allowing activists to mobilize large numbers of people quickly and efficiently
- Platforms like Facebook and Twitter are used to create event pages, share logistical information, and coordinate actions on the ground
- Live streaming and real-time updates from protests also help to generate public support, counter media narratives, and hold authorities accountable for their actions
Crowdfunding and online fundraising
- Online activism often involves raising funds to support social justice causes, grassroots organizations, or individual activists facing legal or financial challenges
- Crowdfunding platforms like GoFundMe, Kickstarter, and Patreon enable activists to tap into the collective power of their supporters and raise money for specific projects or campaigns
- Social media plays a crucial role in promoting these fundraising efforts, with activists leveraging their networks to spread the word and encourage donations
Petitions and online signature campaigns
- Online petitions and signature campaigns are a popular strategy for activists to demonstrate public support for a particular cause or demand action from decision-makers
- Platforms like Change.org, Avaaz, and MoveOn allow users to create, sign, and share petitions on a wide range of issues, from local concerns to global crises
- These campaigns can generate significant media attention and public pressure, forcing politicians, corporations, or institutions to respond to the demands of activists and their supporters
Impact of social media on social movements
Arab Spring and role of Twitter
- The Arab Spring, a series of pro-democracy uprisings that swept across the Middle East and North Africa in 2010-2011, is often cited as one of the first examples of social media's transformative impact on social movements
- Twitter played a crucial role in the Arab Spring, with activists using the platform to organize protests, share information, and document human rights abuses by authoritarian regimes
- The hashtag #ArabSpring became a global rallying cry, connecting activists across borders and drawing international attention to the struggles for freedom and democracy in the region
Black Lives Matter and hashtag activism
- The Black Lives Matter movement, which emerged in response to the acquittal of Trayvon Martin's killer in 2013, has become a powerful example of hashtag activism and the role of social media in amplifying marginalized voices
- The #BlackLivesMatter hashtag has been used millions of times on Twitter, Instagram, and Facebook, serving as a digital rallying cry for protests against police brutality and systemic racism
- Social media has allowed the Black Lives Matter movement to mobilize supporters, coordinate actions, and challenge dominant narratives around race and justice in the United States and beyond
#MeToo movement and global reach
- The #MeToo movement, which began as a hashtag on Twitter in 2017, has become a global phenomenon, with women across the world sharing their experiences of sexual harassment and assault
- Social media has enabled the #MeToo movement to cross cultural and linguistic boundaries, with the hashtag being translated and adapted in dozens of countries
- The movement has led to a reckoning with the pervasiveness of sexual violence and has forced powerful individuals and institutions to confront their complicity in enabling abuse and harassment
Climate change activism and youth engagement
- Social media has played a crucial role in mobilizing young people around the urgent issue of climate change, with platforms like Instagram and TikTok becoming key spaces for youth-led activism
- Greta Thunberg, the Swedish teenager who launched the Fridays for Future movement, has used social media to inspire a global network of young climate activists and challenge world leaders to take action
- Social media has allowed climate activists to share scientific information, organize strikes and demonstrations, and pressure corporations and governments to adopt more sustainable practices
Challenges and criticisms of online activism
Slacktivism vs meaningful engagement
- One of the main criticisms of online activism is the phenomenon of "" or "," where individuals engage in low-effort actions (e.g., liking, sharing, or signing petitions) without making a meaningful contribution to social change
- Critics argue that slacktivism can create a false sense of accomplishment and detract from more substantive forms of activism, such as volunteering, donating, or participating in offline actions
- Defenders of online activism counter that even small actions can help to raise awareness, build momentum, and create a sense of solidarity around important issues
Echo chambers and confirmation bias
- Another challenge of online activism is the tendency for social media platforms to create echo chambers, where users are exposed primarily to information and opinions that reinforce their existing beliefs
- This can lead to confirmation bias, where individuals seek out and interpret information in a way that confirms their preconceptions, while dismissing or ignoring evidence that challenges their views
- Echo chambers and confirmation bias can contribute to the polarization of public discourse, making it harder for activists to engage in constructive dialogue and find common ground with those who hold different perspectives
Misinformation and fake news
- The spread of misinformation and fake news on social media poses a significant challenge for online activism, as it can undermine the credibility of legitimate campaigns and movements
- Bad actors, such as trolls, bots, and state-sponsored disinformation campaigns, can use social media to spread false or misleading information, sow confusion, and discredit activists and their causes
- Activists must be vigilant in fact-checking and countering misinformation, while also working to promote media literacy and critical thinking skills among their supporters
Corporate control and censorship
- The corporate control of social media platforms raises concerns about censorship and the suppression of activist voices, particularly those that challenge the interests of powerful corporations or governments
- Platforms like Facebook and Twitter have been criticized for inconsistently enforcing their content moderation policies, with some activists arguing that they disproportionately target marginalized communities and left-wing movements
- The reliance on corporate-owned platforms also leaves activists vulnerable to changes in algorithms, terms of service, or business models that can limit their reach and impact
Intersection of race, gender, and online activism
Amplifying marginalized voices
- Social media has provided a platform for marginalized communities, including people of color, women, LGBTQ+ individuals, and people with disabilities, to share their experiences, challenge dominant narratives, and advocate for their rights
- Online activism has helped to amplify the voices of these communities, bringing attention to issues that have often been overlooked or dismissed by mainstream media and political institutions
- Hashtags like , , and have celebrated diversity, challenged stereotypes, and demanded greater representation and inclusion in various spheres of society
Addressing systemic inequalities
- Online activism has also been a powerful tool for addressing systemic inequalities, such as racism, sexism, and economic injustice, by connecting individual experiences to broader structural issues
- Movements like Black Lives Matter, #MeToo, and the Fight for $15 have used social media to highlight the ways in which marginalized communities are disproportionately impacted by police violence, sexual harassment, and poverty wages
- By framing these issues as systemic rather than individual problems, online activists have built coalitions and mobilized support for policies and practices that aim to dismantle oppressive structures and promote social justice
Feminist activism and online harassment
- Feminist activists have used social media to challenge gender-based violence, discrimination, and inequality, with campaigns like , #EverydaySexism, and drawing attention to the pervasiveness of misogyny and sexual harassment
- However, feminist activists have also faced significant online harassment, including death threats, doxxing, and coordinated attacks by anti-feminist groups and individuals
- The experiences of feminist activists highlight the need for social media platforms to take stronger action against online abuse and to create safer spaces for women and other marginalized communities to engage in activism
Representation and diversity in digital spaces
- Online activism has also focused on issues of representation and diversity in digital spaces, with campaigns like , , and challenging the lack of visibility and inclusion of marginalized communities in technology and media industries
- These campaigns have called for greater diversity in hiring, leadership, and content creation, as well as for the development of more accessible and inclusive digital tools and platforms
- By advocating for representation and diversity in digital spaces, online activists aim to ensure that the benefits and opportunities of technology are distributed more equitably and that marginalized voices are centered in the design and governance of these spaces
Future of social media activism
Emerging platforms and technologies
- As social media continues to evolve, new platforms and technologies are emerging that offer new opportunities and challenges for online activism
- Platforms like TikTok, Discord, and Clubhouse have become popular spaces for activist communities to connect, share content, and organize actions, particularly among younger generations
- Emerging technologies like virtual and augmented reality, blockchain, and artificial intelligence also have the potential to transform online activism, by creating new forms of immersive storytelling, decentralized organizing, and data-driven advocacy
Balancing online and offline activism
- While social media has become an essential tool for activism, it is important for activists to balance their online and offline efforts to create sustainable and impactful movements
- Online activism can help to raise awareness, mobilize supporters, and generate public pressure, but it must be coupled with offline actions, such as community organizing, direct action, and policy advocacy, to achieve lasting change
- Activists must also be mindful of the limitations and risks of social media, such as burnout, surveillance, and co-optation, and develop strategies to mitigate these challenges and maintain the integrity of their movements
Sustaining momentum and long-term change
- One of the biggest challenges of social media activism is sustaining momentum and achieving long-term change, as the attention spans of online audiences can be short and the news cycle can quickly move on to the next trending topic
- To address this challenge, activists must work to build resilient and adaptable movements that can weather setbacks and maintain pressure on decision-makers over time
- This requires investing in leadership development, coalition-building, and strategic planning, as well as finding ways to keep supporters engaged and motivated through a variety of online and offline tactics
Adapting to evolving digital landscape
- As the digital landscape continues to evolve, with new platforms, technologies, and regulations emerging, activists must be prepared to adapt their strategies and tactics to remain effective and relevant
- This may involve experimenting with new forms of digital storytelling, such as podcasts, interactive documentaries, or social media takeovers, to reach and engage new audiences
- It may also require developing new skills and capacities, such as data analysis, digital security, or online community management, to navigate the complex and ever-changing terrain of social media activism
- Ultimately, the future of social media activism will depend on the ability of activists to remain nimble, creative, and committed to their values and goals, while also being open to learning from and collaborating with others in the pursuit of social justice and change
Key Terms to Review (32)
#10yearchallenge: The #10yearchallenge is a social media trend where users post side-by-side photos showing themselves from ten years ago and the present day, often highlighting physical changes or personal growth. This challenge gained widespread popularity on platforms like Instagram and Facebook, serving as a form of online activism that encourages self-reflection and sharing life stories.
#blacklivesmatter: #blacklivesmatter is a social movement that advocates for the rights and dignity of Black individuals, highlighting issues of systemic racism and police violence. This movement gained significant traction through social media platforms, where it has mobilized supporters, shared personal stories, and raised awareness about racial injustice. The use of hashtags has allowed for widespread visibility and engagement, connecting activists and communities worldwide in the fight against anti-Black discrimination.
#climatestrike: #climatestrike is a social movement where individuals, especially students, skip school or work to demand action on climate change. This phenomenon has gained momentum through social media, enabling activists to share their messages widely and mobilize supporters across the globe. It connects various elements of online activism, highlighting the power of collective action in addressing urgent environmental issues.
#disabilitytoowhite: #disabilitytoowhite is a social media hashtag and movement that highlights the racial disparities within disability activism and advocacy, emphasizing that the narratives surrounding disability often center on white individuals while marginalizing the experiences of disabled people of color. This term calls attention to the intersectionality of race and disability, stressing that the challenges faced by disabled individuals are often compounded by their racial identities, and it seeks to amplify the voices of those who have been historically underrepresented in these discussions.
#disabledandcute: #disabledandcute is a social media hashtag and movement that celebrates the beauty, charm, and individuality of disabled individuals, challenging societal norms around disability. It fosters a sense of community and empowerment, encouraging disabled people to express themselves and share their experiences, while combating stereotypes that portray disability in a negative light.
#girlslikeus: #girlslikeus is a social media movement and hashtag that emerged to celebrate and advocate for the experiences of marginalized girls, particularly those from LGBTQ+ and underrepresented backgrounds. This term connects to a broader conversation about representation, empowerment, and the importance of safe spaces for these girls to share their stories and connect with one another. By using platforms like Twitter, Instagram, and TikTok, #girlslikeus promotes activism and solidarity among young women facing issues related to race, gender, and sexual orientation.
#latinxscreate: #latinxscreate is a social media movement that emphasizes the creativity and contributions of Latinx individuals and communities through various forms of artistic expression, including visual arts, music, literature, and performance. This movement harnesses the power of social media to amplify Latinx voices, share their narratives, and promote cultural pride and representation, fostering a sense of community among Latinx creators and allies while challenging stereotypes and systemic inequalities.
#metoo: #metoo is a social movement that seeks to raise awareness about the prevalence of sexual harassment and assault, particularly in the workplace and among vulnerable populations. Initially popularized on social media, it encourages individuals to share their experiences, thereby fostering a sense of solidarity and support for survivors. This movement is linked to broader discussions about gender inequality, power dynamics, and societal norms that enable such behaviors.
#oscarssowhite: #oscarssowhite is a social media movement that emerged to highlight the lack of diversity and representation of racial and ethnic minorities in the Academy Awards, specifically calling attention to the absence of nominees from these groups. This hashtag sparked a larger conversation about systemic racism in Hollywood and prompted discussions around representation, equity, and inclusion across various forms of media, connecting issues of race and gender within the entertainment industry.
#timesup: #TimesUp is a social movement and hashtag that emerged in 2018 to address sexual harassment and gender inequality in the workplace. It was founded in response to the #MeToo movement and seeks to create safer work environments by advocating for systemic change, increased accountability for perpetrators, and support for survivors. The movement gained significant traction through social media, highlighting the collective power of voices united against harassment and discrimination.
#transisbeautiful: #transisbeautiful is a social media hashtag and movement that celebrates transgender identities and experiences, promoting positivity, visibility, and acceptance within society. It emerged as a response to the stigmatization and discrimination faced by transgender individuals, encouraging people to share their stories and highlight the beauty of being transgender. This movement harnesses the power of social media to foster community support, raise awareness, and challenge negative stereotypes surrounding trans lives.
#yesallwomen: #yesallwomen is a social media hashtag and movement that emerged in response to the misogynistic attitudes and violence against women, emphasizing that all women experience some form of gender-based discrimination or harassment. The phrase encapsulates the idea that women's experiences, regardless of their individual circumstances, are valid and part of a larger societal issue. It serves as a rallying cry for those advocating for gender equality, linking personal stories to broader feminist discourse and highlighting the need for systemic change.
Alicia Garza: Alicia Garza is an American civil rights activist, co-founder of the Black Lives Matter movement, and advocate for racial and social justice. Her work has been pivotal in raising awareness about systemic racism, police brutality, and social inequalities, particularly through grassroots organizing and mobilization. Garza's activism has also embraced the power of social media, making her a prominent figure in online activism and community engagement.
Arab Spring: The Arab Spring refers to a series of anti-government protests and uprisings that swept across the Arab world starting in late 2010 and continued into the early 2010s. This movement aimed at promoting political reform, social justice, and greater democratic governance, heavily fueled by the rapid spread of social media and online activism which played a crucial role in mobilizing citizens and sharing information about the protests.
Clicktivism: Clicktivism refers to the use of digital technology, particularly social media and online platforms, to promote activism and raise awareness about social issues through simple online actions like clicking 'like,' sharing content, or signing online petitions. This form of activism allows individuals to engage with social causes without requiring significant time or effort, making it accessible to a broader audience. However, it also raises questions about the effectiveness and depth of engagement in creating real-world change.
Content Analysis: Content analysis is a research method used to systematically evaluate the content of various forms of media, such as text, images, and videos, to identify patterns, themes, or biases. This technique helps researchers understand how different subjects, like race, gender, and social issues, are represented and can reveal the influence of media on public perceptions and social movements.
Deray McKesson: Deray McKesson is a prominent civil rights activist and advocate for police reform, best known for his role in the Black Lives Matter movement. His activism gained significant attention following the protests in Ferguson, Missouri, after the police killing of Michael Brown in 2014. McKesson has utilized social media as a powerful tool for mobilizing activists and raising awareness about issues of racial injustice and police violence.
Digital activism: Digital activism refers to the use of digital tools and platforms, such as social media, websites, and online petitions, to promote social change and raise awareness about various issues. This form of activism empowers individuals and groups to organize, mobilize, and communicate more effectively, breaking geographical barriers and allowing for rapid dissemination of information. As a result, it plays a critical role in feminist organizing and the broader landscape of online activism.
Digital divide: The digital divide refers to the gap between individuals and communities who have access to modern information and communication technology, such as the internet and computers, and those who do not. This gap can be influenced by factors like socio-economic status, education, geography, and race, leading to disparities in opportunities and outcomes. Understanding the digital divide is crucial as it affects social media engagement, educational access, and media literacy skills.
Echo chamber: An echo chamber is an environment, particularly in social media, where individuals are exposed primarily to information and opinions that reinforce their own beliefs. This phenomenon can lead to a narrow perspective and heightened polarization, as dissenting views are often filtered out or ignored, fostering a sense of community among like-minded individuals.
Everyday sexism: Everyday sexism refers to the commonplace and often subtle forms of discrimination and prejudice that women face in their daily lives. This can manifest in various ways, such as microaggressions, dismissive remarks, and implicit biases that contribute to a broader culture of inequality. Social media has become a powerful platform for raising awareness about everyday sexism, allowing individuals to share their experiences and mobilize collective action against gender-based discrimination.
Hashtag movements: Hashtag movements are social media campaigns that use a specific hashtag to raise awareness, mobilize support, and advocate for social change around various issues. They harness the power of platforms like Twitter, Instagram, and Facebook to connect individuals and groups, fostering solidarity and collective action across geographical boundaries. These movements often emerge in response to social injustices and can lead to real-world activism and policy changes.
Instagram: Instagram is a social media platform primarily focused on sharing photos and videos, allowing users to connect through visual content. Since its launch in 2010, it has evolved into a powerful tool for personal expression, branding, and online activism, influencing how information is disseminated and how communities are built around shared values and causes.
Intersectional feminism: Intersectional feminism is a framework that analyzes how different aspects of a person's identity, such as race, gender, sexuality, and class, interact and shape their experiences of oppression and privilege. This approach recognizes that traditional feminist movements often overlook the unique challenges faced by women of color, LGBTQ+ individuals, and those from lower socioeconomic backgrounds, emphasizing the importance of inclusivity and diverse perspectives within feminist activism.
Networked individualism: Networked individualism refers to a social structure where individuals connect and interact through digital networks, prioritizing personal relationships over traditional community bonds. This concept highlights how technology has transformed social interactions, enabling people to cultivate their networks based on shared interests and affiliations, rather than being constrained by geographic or social boundaries.
Online mobilization: Online mobilization refers to the process of using digital platforms, particularly social media, to organize, engage, and activate individuals or groups towards a common goal, often related to social or political change. This method has gained traction as it enables swift communication, widespread outreach, and the ability to rally support quickly for various causes. It harnesses the power of technology to create networks of advocates, facilitating grassroots movements that can affect real-world change.
Performative activism: Performative activism refers to actions taken to support a social or political cause that are primarily intended to enhance one's social standing rather than bring about genuine change. This type of activism often manifests through social media, where individuals may share posts or participate in trending movements, but their commitment is often shallow and lacks meaningful engagement with the issues at hand. While it can raise awareness, performative activism is criticized for prioritizing appearance over substantive action.
Slacktivism: Slacktivism refers to a form of activism characterized by minimal effort and commitment, often facilitated through social media and online platforms. It involves actions like liking, sharing, or retweeting posts to show support for social causes, but lacks deeper engagement or meaningful participation. While slacktivism can raise awareness, it often raises questions about the effectiveness of such superficial involvement in creating real change.
Social network analysis: Social network analysis is a methodological approach used to study the relationships and structures within social networks, focusing on the connections between individuals or groups. It examines how these relationships influence behaviors, communication patterns, and the flow of information within a network, which is especially relevant in understanding online activism and social media dynamics.
Theory of the public sphere: The theory of the public sphere refers to a space where individuals come together to discuss and debate societal issues, forming a critical aspect of democratic life. It emphasizes the role of communication, particularly in public discourse, allowing citizens to engage in dialogue, share opinions, and influence political processes. This theory has gained significant relevance in the context of digital communication, highlighting how social media and online platforms can both enhance and complicate public engagement and activism.
Twitter: Twitter is a social media platform that allows users to post and interact with short messages called 'tweets,' which can contain text, images, links, and hashtags. This platform plays a significant role in online activism by providing a space for individuals and organizations to communicate, mobilize support, and spread awareness about social issues quickly and effectively.
Viral Activism: Viral activism refers to the use of social media and digital platforms to spread awareness and mobilize support for social causes, often through the rapid sharing of content that resonates emotionally with audiences. This form of activism capitalizes on the speed and reach of the internet, allowing messages to go 'viral' and engage a wide audience, making it a powerful tool for social change. It combines elements of grassroots organizing with modern technology to inspire action and raise awareness about various issues.