Merriam-Webster defines activism as “a doctrine or practice that emphasizes direct vigorous action especially in support of or opposition to one side of a controversial issue” (Merriam-Webster). These actions typically come from an organized group with similar values. These groups plan events and aim to convey their message to an audience.
With the evolution of technology, social media now plays an integral part in activism. This is called “social media activism.” The way organizations operate has changed significantly through technology and continues to evolve every day. In Dhiraj Murthy’s article on the topic, he states that “Activist organizations are increasingly seeing the value of social media for recruitment, public engagement, and campaign organization” (Murthy).
Recruitment
Recruitment to a cause has never been easier with social media. With just a click of a button, a user can reach other users all around the world. Instead of people being confined to their local area, they can connect with like-minded individuals from all over. A social media activism group is also more accessible for people to join. Members can be active from their own homes, and planning online events is more cost-efficient than in-person events.
Engagement
Not only is the accessibility of social media useful for recruitment, but it is also crucial for engagement. Murthy calls these online connections a “digital village” and points out that using social media makes knowledge more transparent within a group (Murthy). Organizations can create more content consistently when posting online rather than at in-person events. The social media world never sleeps, allowing users to stay active 24/7.
In Bart Cammaerts’ paper on social media and activism, it is highlighted that publishing content online can go viral and be picked up by international media outlets. Social media provides an archive of information and references for organizations, accessible to all existing and future members.
Organization
Social media allows users to connect through text, video, email, and file sharing. On one platform, there are various forms of communication available. These forms of communication are also typically immediate. These technological advancements mean group organization and coordination could be easier to manage. The efficiency of social media allows members to focus on making their message heard by the public rather than worrying about how they will communicate with each other.
Benefits of Social Media
Cammaerts reminds readers that, “Technology is not treated as an end in itself, but is seen as being used strategically to facilitate direct action offline…” (Cammaerts). Social media activism cannot replace the power of in-person demonstrations, but the benefits of using it alongside offline action are undeniable. As the world and technology evolve, it is important to make the most of every available resource.
Resources
Cammaerts, B. (2015). Social media and activism. In Mansell, R. & Hwa, P. (Eds.), The International Encyclopedia of Digital Communication and Society (pp. 1027-1034). Wiley-Blackwell.
Merriam-Webster. (n.d.). activism. https://www.merriam-webster.com/dictionary/activism
Murthy, D. (2018). Introduction to Social Media, Activism, and Organizations. Social Media + Society, 4(1).
LAUREN SCOOPO 