#4 - Activism and Protest
As digital citizens, we are now part of a global community that shares stories, photos, news and our opinions. It is only natural then, that our use of social media would also afford us to protest, demonstrate and participate in movements or activism that we believe in. More recently, social media platforms have been used to organise and rally individuals around causes that enable activism and protest to become global awareness campaigns that really start to effect change, such as the #metoo tag created in 2017 in support of women that wish to speak out against sexual assault. Defined as hashtag activism, this is a new concept in which people are able to connect and support a campaign online, similar to how they would have joined a protest or demonstration in person, their social media network now becomes the venue for their activism (Youmans & York 2012).
Our use of social media in moments of activism and protest has also created a concept known as citizen journalism, whereby individuals, through the use of their social media activities, create and distribute the content from events that are subsequently used by traditional media outlets (Aday, et al 2012). The most notable example of this is during the Arab Spring, when individuals in Egypt were protesting, they recorded their demonstrations and the response from the Government on their mobile phones and then posted them on their social networks, creating a global awareness of the situation and in turn, becoming “journalists” for the world (Idle 2011). The result of this citizen journalism was significant, with governments falling and the confidence of the population to effect change increasing, resulting in further demonstrations across the Middle East and North Africa, hence the label, the Arab Spring (Shearlaw 2016).
Another form of activism is known as culture jamming, which is a resistance to popular culture through alternative media (Lieyrouw 2011). Whilst social media didn’t create culture jamming, it has enabled the concept of culture jamming to become relevant again by using the medium of social media to critique some of the hegemony that exists throughout society. Culture jamming is a creative approach to demonstrating against the mainstream culture by using performance art, graffiti and adbusting. Powerful examples of culture jamming are evident in the “anti-tobacco” adverts depicted on Adbusters.org (2018) whereby tobacco companies gave testimony that tobacco was not addictive, yet tobacco use is associated with over 5 million premature deaths per year (Hatsukami, et al 2008). The adverts depicted on Adbusters use a familiar tobacco brand, Camel, to communicate alternative views of what was a global advertising campaign, using the alternative brand moniker “Joe Chemo”, with an obvious reference to the chemotherapy that cancer patients endure and a juxtaposition on the Joe Camel advertising campaign that was created in 1987 (Calfee 2000).
References
Adbusters 2018, Tobacco, Adbusters, viewed 12 May 2018, <http://adbusters.org/spoofads/tobacco/>.
Aday, S, Farrell, H, Lynch, M, Sides, J, & Freelon, D 2012, ‘Blogs and Bullets II: New Media and Conflict after the Arab Spring’, Peaceworks, United States Institute of Peace, no. 80
Calfee, JE 2000, ‘The historical significance of joe camel’, Journal of Public Policy & Marketing, vol. 19, no.2, pp. 168-182
Dalsh, AA 2011, ‘Cairo’s Tahrir Square listens to President Hosni Mubarak address the nation on 10 February 2011′ [image], viewed 13 May 2018, <https://www.theguardian.com/world/2016/jan/25/egypt-5-years-on-was-it-ever-a-social-media-revolution>.
Hatsukami, DK, Stead, LF, Gupta, PC 2008, ‘Tobacco addiction’, The Lancet, vol. 371, no. 9629
Idle, N 2011, Tweets from Tahrir : Egypt’s Revolution As It Unfolded, In the Words of the People Who Made It, OR Books, New York.
Lieyrouw, L 2011, Alternative and Activist New Media, Polity Books, p. 134
Shearlaw, M 2016, Egypt five years on: was it ever a ‘social media revolution’?, The Guardian, viewed 12 May 2018, <https://www.theguardian.com/world/2016/jan/25/egypt-5-years-on-was-it-ever-a-social-media-revolution>.
Youmans, W, & York, J 2012, 'Social Media and the Activist Toolkit: User Agreements, Corporate Interests, and the Information Infrastructure of Modern Social Movements’, Journal Of Communication, vol. 62, no. 2, pp. 315-329
Great post. Have you ever supported an online cause and if so which ones?















