9.2 Online activism and digital movements

Online activism has revolutionized how we fight for social change. From hashtag campaigns to viral content, digital tools empower marginalized voices and mobilize global support. But it's not without challenges – the digital divide and superficial engagement can hinder real-world impact.

Digital movements have created powerful communities like Black Twitter and cyberfeminist networks. These spaces amplify underrepresented voices and challenge systemic inequalities. However, navigating the line between accountability and harassment in online activism remains a complex issue for digital activists to address.

Online Activism Strategies

Hashtag Campaigns and Viral Content

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Top images from around the web for Hashtag Campaigns and Viral Content

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• Hashtag activism involves using hashtags on social media platforms (Twitter, Instagram) to raise awareness, organize, and mobilize around specific issues or causes
• Social media campaigns are coordinated efforts to spread a message, raise funds, or inspire action through various social media channels, often utilizing engaging content, influencer partnerships, and targeted advertising
• Viral content refers to posts, videos, or images that rapidly spread across the internet through shares, likes, and comments, often due to their compelling, emotional, or humorous nature, which can help draw attention to activist causes (Ice Bucket Challenge)
• Online petitions allow individuals to show support for a cause by adding their digital signature, which can demonstrate public sentiment and pressure decision-makers to take action (Change.org)

Creative Digital Tactics

• Meme activism involves using memes, which are humorous or satirical images with text overlays, to spread awareness about social or political issues in a way that is easily digestible and shareable (Bernie Sanders mittens meme)
  • Memes can help activist messages reach wider audiences and make complex issues more relatable and engaging
  • However, meme activism can also oversimplify issues or spread misinformation if not used responsibly
• Crowdfunding platforms (GoFundMe, Kickstarter) enable activists to raise money for causes, projects, or individuals in need by soliciting small donations from a large number of people online
  • Crowdfunding can help grassroots movements secure resources without relying on traditional funding sources
  • Successful crowdfunding campaigns often leverage compelling storytelling and social media promotion to attract donors

Digital Activism Challenges

Superficial Engagement

• Slacktivism refers to low-effort, low-impact actions that people take online to show support for a cause, such as liking or sharing a post, without engaging in more meaningful activism
  • Critics argue that slacktivism creates a false sense of accomplishment and detracts from real-world activism
  • However, others believe that even small online actions can help raise awareness and build momentum for movements
• Clicktivism is a form of online activism that relies heavily on clicking links to sign petitions, donate money, or show support, without requiring deeper engagement or commitment
  • While clicktivism can help activist organizations gather data and demonstrate public support, it may not lead to lasting change if not combined with other strategies

Access and Accountability

• The digital divide refers to the gap between those who have access to the internet and digital technologies and those who do not, which can limit participation in online activism
  • Factors contributing to the digital divide include socioeconomic status, geographic location, age, and education level
  • Online activists must consider how to make their campaigns accessible and inclusive to communities affected by the digital divide
• Cancel culture refers to the practice of withdrawing support or "canceling" individuals or organizations due to their objectionable actions or statements, often through social media backlash
  • While cancel culture can hold power to account, it can also lead to a culture of public shaming without due process
  • Online activists must navigate the line between accountability and harassment when engaging in cancel culture tactics

Digital Activist Communities

Identity-Based Networks

• Black Twitter refers to the community of Black users on Twitter who engage in conversations, activism, and cultural commentary related to Black identity and experiences
  • Black Twitter has played a significant role in amplifying social justice movements (Black Lives Matter) and holding mainstream media accountable for its representation of Black people
  • The community's influence stems from its ability to create viral hashtags, memes, and trending topics that shape public discourse
• Cyberfeminism is a movement that explores the intersection of gender and technology, using digital tools to challenge patriarchal structures and empower women and marginalized genders
  • Cyberfeminists engage in online activism, digital art, and critical theory to imagine new possibilities for gender equality and expression in the digital age
  • Examples of cyberfeminist activism include online campaigns against gender-based violence, hacking projects that subvert gender norms, and digital skill-sharing initiatives for women

Grassroots and Influencer-Driven Activism

• Digital grassroots organizing involves using digital tools (social media, email, text messaging) to mobilize communities and build power from the ground up
  • Grassroots activists use digital strategies to recruit volunteers, coordinate actions, and pressure decision-makers, often without relying on traditional organizational structures
  • Successful digital grassroots campaigns (Indivisible movement) prioritize building relationships, empowering local leaders, and adapting to community needs
• Influencer advocacy refers to the practice of partnering with social media influencers, who have large and engaged followings, to promote activist causes or campaigns
  • Influencers can help activist messages reach new audiences, lend credibility to campaigns, and inspire their followers to take action
  • However, influencer advocacy can also be criticized as inauthentic or opportunistic if not rooted in genuine commitment to the cause

Unconventional Online Activism

Harnessing Hacker Culture for Activism

• Hacktivism involves using hacking skills and techniques to advance activist causes, often by disrupting or exposing powerful institutions
  • Hacktivists may engage in activities such as defacing websites, leaking sensitive information, or launching cyberattacks to draw attention to their message
  • Groups like Anonymous have used hacktivism to support various causes (Occupy Wall Street) and challenge government and corporate power
  • However, hacktivism also raises ethical and legal questions about the use of illegal or destructive tactics for activist ends
• Hacker culture, with its emphasis on creativity, collaboration, and challenging authority, has inspired many activist projects that use technology for social change
  • Activist hackers have developed open-source tools (Signal) to protect privacy and security, exposed surveillance and censorship (Snowden leaks), and created alternative media platforms to democratize information
  • The ethos of hacker activism emphasizes empowering individuals and communities to take control of technology and use it for liberatory purposes