10.5 Social media and digital activism

Social media has become a powerful tool for Indigenous communities to connect, organize, and advocate for their rights. Platforms like Facebook and Twitter allow Indigenous voices to bypass traditional media gatekeepers and share their perspectives directly with a global audience.

Digital activism strategies like hashtag campaigns, online petitions, and coordinated messaging help amplify Indigenous causes. However, challenges remain, including the digital divide and spread of misinformation. Successful movements like Idle No More demonstrate social media's potential to mobilize support for Indigenous rights worldwide.

Indigenous social media usage

• Social media platforms provide a powerful tool for Indigenous communities to connect, organize, and advocate for their rights and interests across vast geographic distances
• Indigenous peoples are increasingly using social media to raise awareness about issues affecting their communities, such as land rights, environmental protection, and cultural preservation
• Social media allows Indigenous voices to bypass traditional media gatekeepers and directly share their perspectives and experiences with a global audience

Digital activism strategies

Hashtag campaigns

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Top images from around the web for Hashtag campaigns

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• Hashtag campaigns involve creating and promoting a specific hashtag on social media platforms to raise awareness and generate discussion around a particular issue or cause
• Effective hashtag campaigns are often short, memorable, and easy to share, such as #IdleNoMore, #NoDAPL, and #LandBack
• Hashtag campaigns can quickly gain viral momentum, attracting media attention and mobilizing supporters to take action both online and offline

Online petitions

• Online petitions allow individuals to easily sign and share their support for a specific cause or demand, putting pressure on decision-makers to take action
• Platforms like Change.org and Avaaz.org have been used by Indigenous activists to gather signatures and demonstrate widespread support for their campaigns
• Successful online petitions often have clear, achievable goals and are promoted through social media networks and email lists

Coordinated social media messaging

• Coordinated social media messaging involves multiple individuals or organizations posting similar content at the same time to amplify a specific message or call to action
• This strategy can help to create a sense of unity and momentum around a particular issue, making it more difficult for those in power to ignore
• Coordinated messaging often involves the use of pre-written social media posts, graphics, and hashtags that can be easily shared and adapted by supporters

Challenges of digital activism

Digital divide issues

• The digital divide refers to the unequal access to technology and the internet, which can limit the ability of some Indigenous communities to participate in digital activism
• Factors contributing to the digital divide include lack of infrastructure, high costs of internet access, and limited digital literacy skills
• Addressing the digital divide requires investments in technology infrastructure, affordable internet access, and digital literacy training programs

Misinformation and fake news

• The spread of misinformation and fake news on social media can undermine the credibility and effectiveness of Indigenous digital activism campaigns
• False or misleading information can be used to discredit Indigenous voices, sow confusion, and distract from the real issues at stake
• Combating misinformation requires media literacy education, fact-checking, and the amplification of trusted Indigenous news sources and perspectives

Successful digital activism examples

Idle No More movement

• The Idle No More movement began in Canada in 2012 as a protest against legislation that threatened Indigenous sovereignty and environmental protection
• The movement quickly spread through social media, with supporters using the #IdleNoMore hashtag to share information, organize rallies, and pressure politicians to take action
• Idle No More demonstrated the power of social media to mobilize Indigenous communities and allies across vast distances and inspire a global movement for Indigenous rights

NoDAPL protests

• The NoDAPL (No Dakota Access Pipeline) protests began in 2016 to oppose the construction of an oil pipeline near the Standing Rock Sioux Reservation in North Dakota, USA
• Activists used social media to share live updates from the frontlines, coordinate supplies and support, and raise awareness about the environmental and cultural risks posed by the pipeline
• The NoDAPL protests attracted global attention and solidarity, with thousands of people joining the resistance camps and millions more following the story online

Māori social media campaigns

• Māori activists in New Zealand have used social media to advocate for Indigenous rights, language revitalization, and environmental protection
• The #ProtectIhumātao campaign successfully used social media to mobilize support for the protection of a sacred Māori site from development, resulting in a government agreement to purchase the land
• Māori language activists have used social media to promote the use of te reo Māori, the Māori language, and to pressure government and businesses to adopt bilingual signage and communications

Social media for cultural preservation

Language revitalization efforts

• Social media platforms provide new opportunities for Indigenous language revitalization, allowing speakers to connect, share resources, and practice their languages online
• Indigenous language activists use social media to create and share language learning content, such as videos, memes, and online courses
• Social media also allows for the documentation and preservation of Indigenous languages, with users sharing recordings of elders, traditional stories, and everyday conversations

Traditional knowledge sharing

• Indigenous communities are using social media to share and preserve traditional knowledge, such as cultural practices, medicinal plants, and ecological management techniques
• Social media allows for the intergenerational transmission of knowledge, with elders and knowledge keepers sharing their wisdom with younger generations through videos, podcasts, and online forums
• Traditional knowledge sharing on social media also helps to assert Indigenous intellectual property rights and prevent the appropriation of Indigenous knowledge by outside interests

Virtual community building

• Social media allows Indigenous people to build virtual communities that transcend geographic boundaries and connect people with shared identities, experiences, and interests
• Online communities provide a space for Indigenous people to share their stories, seek support, and celebrate their cultures in a safe and affirming environment
• Virtual community building can be particularly important for Indigenous people living in urban areas or diaspora communities, who may be disconnected from their traditional lands and communities

Intersection of online and offline activism

Translating digital momentum to real-world action

• Successful digital activism campaigns often translate online momentum into real-world action, such as protests, boycotts, and policy changes
• Online organizing can help to mobilize people to attend in-person events, such as rallies, marches, and community meetings
• Digital activism can also put pressure on decision-makers to take action, by demonstrating widespread public support for a particular issue or demand

Limitations of online-only activism

• While digital activism can be a powerful tool for raising awareness and mobilizing support, it also has limitations when not connected to offline action
• Online activism can sometimes create a false sense of accomplishment, with people feeling like they have done their part by simply liking or sharing a post
• Effective activism often requires sustained, on-the-ground organizing and relationship-building, which cannot be fully replicated through online interactions alone

Representation in digital spaces

Combating stereotypes and misrepresentation

• Indigenous people face ongoing challenges of stereotyping and misrepresentation in mainstream media and popular culture
• Social media allows Indigenous people to challenge these stereotypes and assert control over their own representation, by sharing their own stories, images, and perspectives
• Indigenous digital activists also use social media to call out and critique instances of cultural appropriation, racism, and misrepresentation by non-Indigenous individuals and organizations

Indigenous control over narratives

• Social media provides a platform for Indigenous people to tell their own stories and control their own narratives, rather than being spoken for by non-Indigenous media or authorities
• Indigenous storytelling on social media can take many forms, including personal essays, poetry, photography, and video
• By sharing their own experiences and perspectives, Indigenous people can challenge dominant narratives and assert their right to self-determination and cultural sovereignty

Algorithmic bias challenges

• Despite the democratizing potential of social media, Indigenous activists also face challenges of algorithmic bias and discrimination on these platforms
• Social media algorithms may prioritize content that reinforces stereotypes or marginalizes Indigenous voices and perspectives
• Indigenous activists are working to raise awareness about algorithmic bias and advocate for greater transparency and accountability from social media companies

Future of Indigenous digital activism

Emerging technologies and tactics

• As social media and digital technologies continue to evolve, Indigenous activists are exploring new tools and tactics for advocacy and organizing
• Emerging technologies such as virtual and augmented reality, blockchain, and artificial intelligence may offer new opportunities for Indigenous storytelling, cultural preservation, and political mobilization
• Indigenous digital activists are also developing their own platforms and technologies that center Indigenous values and priorities, such as the Indigenous-owned social media platform Indigenous.io

Sustainability and long-term impact

• As Indigenous digital activism continues to grow and evolve, it is important to consider questions of sustainability and long-term impact
• Effective digital activism requires ongoing investment in skills training, technology access, and community-building, to ensure that movements can be sustained over time
• It is also important to measure the real-world impacts of digital activism, such as changes in policies, practices, and public attitudes, and to adapt strategies based on what is working and what is not
• Ultimately, the goal of Indigenous digital activism is not just to raise awareness or generate short-term buzz, but to create lasting, transformative change for Indigenous communities and the world as a whole