Abstract
The purpose of this paper is to show how crucial the use of social media platforms is in regard to scaling online advocacy movements. This paper argues that social media platforms contribute largely to the scaling of movements through the facilitation of resource mobilisation, coalition building, and providing an accessible and effective method for advocacy movements to control the narrative. Social media is a vital tool in scaling online movements and the impacts are seen in both the online and offline spheres. Online advocacy movements utilise social media platforms to create the opportunity to receive and mobilise resources such as funding and donations to aid in the development and furthering of the cause. Various online advocacy groups and movements unite in solidarity against common enemies and institutions to provide a stronger force and often a louder voice. Social media facilitates this coalition bonding by providing a safe space to do so. Individuals and activists often unite under the movement centric accounts to spread their message by utilising social media platforms functions such as the ‘Retweet’, ‘Share’, ‘Like’, ‘Quote’ and ‘Repost’ options.
Main Text
Online Advocacy is about activists, advocates, groups, and movements speaking out against systemic injustices, raising the voices of the marginalised, and changing the political climate accordingly. This paper focuses on how online advocacy movements are facilitated by social media platforms. Some examples provided in the paper refer to the Black Lives Matter (BLM) movement prior to the massive effort in 2020 when the movement hit its peak, however, all points made are still relevant and applicable to contemporary society. Although social media platforms were not created intentionally for the main purpose of fuelling the growth of movements, these platforms have become a vital part in doing so. Social media aids the growth of movements by providing a platform to mobilise both internal and external resources, by providing a safe and stable environment conducive of forming coalitions between groups, activists, and movements, and it provides a means for movements to control their own narrative. Social media platforms facilitate the efficient scaling of social advocacy movements in contemporary society.
Social media platforms aid in facilitating the mobilising of both internal and external resources for online advocacy movements. Social media platforms provide users with a communal space to come together and freely discuss what is happening in the current social, political, and cultural climate and what that means for them. Khamis and Vaughn (2012) note the importance of social media platforms such as Facebook groups and/or pages and how vital they are in regard to providing ‘safe spaces’ for protesters and/or advocates to meet. They state that this “type of public commons for free speech” is not available elsewhere (Khamis & Vaughn, 2012). If we look at De Choudhury’s (2016) analysis of the Black Lives Matter movement, it reveals how the utilisation of social media platforms is continually involved in issues related to race, policy, policing etc., making it a useful tool in developing shared movements, understandings and ideologies, especially in relation to identity. Social media platforms are utilised by activists and advocates to mobilise the resources needed and spread their message to other users. Many advocates use social media platforms to create a monetary income for their movements, opening up links and accounts to accept donations to fund their work (Sommerfeldt, 2011). In this way, social media facilitates the mobilisation of funding resources for online causes, advocate accounts and groups. By utilising the ability to mobilise resources and funding, movements can scale their efforts accordingly (Doan & Toledano, 2018). The accessibility of social media platforms such as Facebook and Twitter allow activists to cross-share events, ideas, movements etc. and spread the information like wildfire (Burnett, Mundt & Ross, 2018). The process of sharing, liking, following, quoting, commenting on and retweeting posts on social media creates an efficient and highly effective method for information sharing, especially for activists and advocacy movements. In their research, Burnett, Mundt and Ross (2018) spoke to an online advocacy group administrator who highlighted how social media provides a platform for communication and conversations to occur between online leadership. For example, if a BLM group held an event that was successful, social media provided the administrators and coordinators with an efficient means to access other BLM groups and share their success stories and provide guidance should another branch of the BLM movement choose to follow in their steps. Bennett and Segerberg (2012, p.742) state in their research that movements that have utilised social media platforms have “frequently been larger, have scaled up quicker, and have been flexible in tracking moving political targets and bridging different issues” in comparison to more traditional methods. This highlights just how vital social media platforms have become regarding mobilising resources, opening channels for knowledge and ideas to be shared, and for scaling movements.
Social media platforms aid in facilitating the building of coalitions between groups and other social movements. Nien (2017) states that ties created on and by social media draws advocates, protestors, and activists together despite different identities, backgrounds etc., often, against a common enemy. When online groups and movements with varying goals and ambitions share the same enemy, such as the government, or share a similar demographic, it fosters an environment for coalition opportunities. Burnett, Mundt and Ross (2018) touch on this in relation to an interview hosted with an administrator of an online BLM group. They state that “social media facilitates connections between groups of activists”, and that it can even increase participation and attendee numbers for planned offline events. They also take the time to mention how the phrase “the rising tide lifts all boats” is a very resonant description of how important a role social media plays in providing accessibility for the formation of coalitions between the LGBTQI+, female, immigrant, and ‘brown’ communities and groups, as well as other movements (Burnett, Mundt & Ross, 2018). For example, if multiple groups and/or communities are facing oppression by the same institution, social media provides an unbiased and unfiltered platform and opportunity for knowledge and connections to be shared and built upon. This creates an opportunity to unite and challenge systemic injustices with a stronger front, creating an attack with multiple strong points.
It is suggested that the strong force of the BLM movement is due to the strong connections between activists fostered by the accessibility of social media, especially in contemporary society. Baron (2013) supports this notion in their research, sharing that social media facilitates coalition building, that social media connects networks and shares ideologies in an efficient method that extends beyond ‘loose’ connections and instead forges strong ties between groups and/or movements despite varying identities and backgrounds. By utilising social media platforms to share knowledge and opportunities, movements are inviting users to share and engage with the content and comment on the current issues. This in turn creates a wider audience for the movement’s message and ideologies, as it is shared and reposted, amplifying the movement’s cause to reach the feeds and platforms of like-minded activists, henceforth scaling the movement in an efficient manner. Both Hwang and Kim (2015), and Baron (2013) argue that online social media platforms and networks enabling organisational and personalised sharing is a large contributing factor to the creation of strong ties, sustainable interpersonal networks and coalitions between groups and movements. Social media platforms allow for an efficient method of scaling for online advocacy movements, with coalition building being a strong influencing factor in the scalability of movements.
Social media platforms aid in controlling the narrative of movements and providing accurate, uncensored accounts. Social media platforms assist in helping shape the current discourses pertaining to relevant contemporary issues surrounding politics, identity, and culture (Carney, 2016). Whilst social media platforms are often utilised by movements to mobilise resources and form coalitions with like-minded activists, it is also used to spread accurate accounts of information, to provide a safe platform for individuals to discuss issues raised by the movement(s) and to provide the opportunity to offer commentary on many other current affairs and issues. In Burnett, Mundt and Ross’ (2018) interviews mentioned above, they found that the most notable function of social media platforms to the movements and activists is how it provides them with the ability to control their own story, their own narrative, therefore creating awareness, visibility and understanding for the issues and topics the movements address on their own terms. Social media platform functions such as the ‘Retweet’, ‘Share’, ‘Like’, ‘Quote’ and ‘Repost’ options provide speakers, activists, and movements with the means to facilitate the amplification of their preferred narrative without worry. One [BLM] group shared that social media platforms such as Facebook and Twitter have provided them with a stable platform to tell their story as real, raw and relevant as it is without having to worry about their words being filtered or redefined by someone else’s perspectives and/or biases (Burnett, Mundt & Ross, 2018). A BLM group administrator stated that often they find social media platforms to be a more credible source of information in comparison to traditional news media, speaking of an example where the Freddie Gray uprising that they attended in Baltimore was represented vastly different on traditional media compared to what participants and witnesses were posting on Twitter (Burnett, Mundt & Ross, 2018). It is clear just how important social media has become in regard to online advocacy movements, as being able to amplify ‘non-dominant’ narratives that aren’t pushed by traditional media sources becomes an important function to activists and movements using social media platforms.
It is important to see how the opportunities afforded by social media platforms contribute to controlling the narrative and shifting public discourse accordingly. Many movements use hashtags to scale and spread their message and narrative such as #BlackLivesMatter and #BLM. However, some groups against these movements often attempt hashtag hijacking to draw attention to a different topic and/or cause by spamming the hashtag with unrelated content (Eichinger & Gudacker, 2016; Goldhaber, 1997). Stories and narratives can often be hijacked and redirected on social media, however, with the option to report posts available, it rarely works to the full intended extent unless there is a massive participation in the hijacking. K-pop fandoms on social media, especially Twitter, participate often in hashtag hijacking in the form of posting fancams (footage of celebrities taken by a fan, usually a performance video) tagged with current trending hashtags (Abidin, 2021). An example of hashtag hijacking would be during the 2020 Black Lives Matter movement, when a movement opposing BLM with the hashtag #WhiteLivesMatter (WLM) attempted to make a stand against the BLM community. Due to the massive belief in the BLM cause and the coalitions the BLM movement had formed on social media with other online groups, especially with the K-pop fandom community, the #WhiteLivesMatter hashtag was hijacked, and their message drowned out by tweets from K-pop fans including the WLM hashtag paired with K-pop videos and/or fancams which were completely unrelated to the cause (Voytko, 2020). Whilst social media platforms hold some risks in reference to hashtags and potential hashtag hijacking, the ability for activist and movements to truly tell their stories and proclaim their truths without bias is worth the risk, and so, in this way, social media platforms provide movements and activists with a platform to share uncensored and accurate accounts, therefore, maintaining control of their own narratives.
To summarise, it is strongly suggested by existing literature and research that social media platforms can facilitate wide levels of resource mobilisation, including accepting funding and donations to support activists and movements in their aspirations and goals. Existing research shows that coalition building between movements, groups and activists of varying causes is efficiently facilitated by social media platforms, providing a stable environment for information sharing. It has also been proven that by using social media platforms, movements have an accessible and effective method to control the narrative of their own movement, events, and messages, making sure to speak their truth without mainstream media recontextualising their efforts to fit their own perspectives and biases. Whilst there is risk involved with using social media as a means to scale a movement, the benefits outweigh the negative possibilities, with opportunities being provided for the public to speak on current discourses without pressures to conform to particular ideologies or beliefs held by traditional media companies and outlets. Social media platforms, through facilitating resource mobilisation, coalition building, and means to control the narrative, provide activists with accessible and effective means to scale up their respective movements in contemporary society.
Download the PDF Version here: Social Media Platforms and how they facilitate and aid in the Scaling of Online Advocacy Movements
References
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I enjoyed your paper, Kiah. Interesting to read that like every mass communication technology since the printing press, our SM platforms support reaction and counter-reaction, and an arms race of one-upmanship. It feels at the moment as though the causes like BLM manage to outvoice by weight of numbers their dissenters. I wonder whether bots and other hacking tools, coupled with the coming AI revolution, will shift the balance? It seems we are heading into an age where consumers will have to remain increasingly savvy and vigilant if they are to engage with those forces which would counter or try to overwhelm them. This has always been the case with new technologies. Interesting times.
Hi Brendan, thank you for your comment. Whilst I agree the coming AI revolution will definitely change the environment within which these movements such as BLM have and will continue to take place, I believe that our generation and those coming up behind us are quite adept at adapting quite efficiently to change, especially in the technological and social media spheres of the internet. Whilst AI, hacking tools and bots will likely become more universally utilised and understood, I think this isn’t necessarily a negative thing, as it won’t just be a select few who know how to utilise these new features and tools. Whilst the AI revolution will change the environment within which scaling of online movements takes place, I don’t believe it would change it for the worse, rather, I believe that it will improve prospects for the scalability of movements online. Thank you again for taking the time to read my paper and write a response.
Yes, I agree with your thinking, Kiah. That inevitable war of one-upmanship between the powerful and the people is never over. I like your thinking regarding AI scaling. It is not hard to imagine that powerful technology in the hands of advocacy campaigners and revolutionaries. I suspect AI will also be used by those interested in spreading disinformation, propaganda and lies. It’s going to be interesting.
Hi Brendan, I have to agree with you on that one. It’s definitely going to be interesting to see how the online environment will evolve in the coming future, especially with the seemingly imminent AI revolution on its’ way.
Great to see your paper here Kiah! I appreciate that you have included some of the negatives relating to social media and advocacy, such as hashtag hijacking. Like Brendan, I wonder if these types of negative attacks will become more prevalent and more difficult to control in the future. What are your thoughts?
Andrea
Hi Andrea, thank you for your comment. Whilst these types of attacks definitely have the possibility of becoming more prevalent in the online atmosphere, I do think that it is reasonable to believe that it won’t only be the seemingly ‘bad’ people and accounts learning these techniques, and that these tools and controlling methods will be utilised by a majority of social media users, therefore not giving any particular group too much control. Thank you again for taking the time to read my paper and write a response.
Thanks for your reply Kiah. You make a really good point.
Andrea
By the way, you might like to read my paper on identity: https://networkconference.netstudies.org/2022/ioa/300/me-2-0-the-ability-for-individuals-to-perform-multiple-selves-online-allows-greater-freedom-than-ever-to-explore-their-identity-at-a-cost/ I look forward to your comments.
Hi Kiah,
I really enjoyed your paper and you presented a strong argument on how social media platforms have aided in boosting the voices of many groups. However, I can’t help but think of the negatives of how ‘loud’ certain voices can be on social media platforms. There have been many cases of key peoples’ voices being drowned out by other more influential people which can often lead to misinformation. Also, at some point, these hashtags fade out after a week or two. Can it really be boosting movements when a hashtag or online advocacy movement can fade out so quickly, as if it were a trend? I’d love to hear your thoughts.
Hi Natalie, Thank you for your comment. I completely understand where you’re coming from regarding ‘loud’ voices and the spreading of misinformation. Whilst these occurrences can happen, I think something that our generation prides itself on is our passion to support and raise the voices of the people, call out misinformation and provide assistance and guidance to those misled. Whilst online movements ebb and flow in their relevance, we shouldn’t ignore the impact the online platforms provided in terms of growth and resource mobilisation. Take the 2020 BLM movement for example, whilst it was only truly ‘relevant’ on social media for a month or so, the impact the online support had for the cause is astounding. Millions were raised for the cause, racist people in ‘high ranking and/or’ powerful jobs were called out, punished, and some were even fired. Education on black history, cultural appropriation and racial discrimination was emphasised and spread globally, non-black people learnt from their black friend’s experiences, relationships were forged and goals were achieved. It was an eye opening period for many, and though it did fade out of relevance like a lot of online topics of discussion do, the impact can still be seen and heard today. Whilst I agree that movements will ultimately fade in and out of relevance on social media, the impact of social media in facilitating resource mobilisation shouldn’t be ignored. What do you think?
Kiah.
Hi Kiah,
Very interesting read, I really enjoyed your paper, you have researched it well and put forward a strong argument. Would you say that the use of SM alone is responsible for the changes being made or do you think SM is just the starting point that enables offline action to happen and it’s what happens offline that ultimately gets the change made? Could movements such as BLM have been achieved solely online or offline? Or do both need to be working in a symbiotic state to have significant real-world changes? Do you have any thoughts on how movements can mitigate being drowned out by louder voices – whether it be against said movement or for another one entirely? And lastly, do you think any SM platform, in particular, is “better” for online advocacy?
Great work! I look forward to hearing your thoughts 🙂
Ash
Hi Ash, thank you for your comment. I wouldn’t say that it’s ultimately only what happens offline that gets the change made. Whilst it’s pertinent to recognise that face to face interaction, personal stories and shared experiences do contribute to change, they are not the only factors and/or contributors. The vast majority of contemporary society live their lives online, with some even working and/or making their living by doing so. It is important that any attempted social advocacy movement efforts are made in both online and offline spheres. The impact one can have online compared to offline can be astronomically different. Whilst offline advocacy work can allow you to reach the minds of those locally, advocating online can reach people and locations you never initially thought possible. I don’t think the effect that the BLM movement achieved could’ve been accomplished solely offline. Mobilising protests, messages, ideals and core values globally could not have been done without the internet and social media platforms. I think it is futile to try and separate online and offline action/changes caused by online advocacy movements, there is a large crossover and I think both spheres feed into each other. I’d agree that there is definitely more of a symbiotic relationship needed for a movement to truly reach the minds of many. What do you think? In regard to a specific social media platform being ‘better’ for online advocacy, in my personal experience, I found Twitter to be a very informative platform during the 2020 BLM movement. Twitter is centred around retweeting, supporting and boosting other’s tweets, and so I often saw the right voices being boosted, personal stories being shared, and self-taken videos that haven’t been recontextualised. I found Twitter to be a very strong platform for online advocacy movements because of this. On a more localised scale, Instagram and Facebook can be quite effective for raising awareness and spreading information to those close to you, aiding in the education of those you personally know. How was your BLM experience? Was there a particular platform you felt stood out?
Kiah.
Hi Kiah, fantastic paper and it was a great as the opposite side of what I wrote around my paper, which was around how social media actually facilitates a lack of offline in-action when it comes to political movements (feel free to have a read if your interested https://networkconference.netstudies.org/2022/onsc/381/social-change-in-online-networks-how-social-media-facilitates-a-lack-of-action-within-real-world-political-movements/ ). Through reading this paper and doing research for my own, it was stated that social media is a great tool for organising, but there is no conclusive evidence that it actually helps political movements within a real world offline context such as legislative change, or local government elections. There is this constant notion that “it has the potential to create change” but never actual evidence to suggest that’s producing it in the material world. I wonder if you have any thoughts on this? Anyway, great paper and was well worth the read.
Best Regards,
Jack
Hi Jack, thank you for the comment and for taking the time to read my paper. What do you consider as offline? I know that through my experience of the 2020 BLM movement I saw many people (including those in high ranking and powerful jobs) who held racist beliefs being called out, exposed to their employers, punished and even fired in some instances. I would say that whilst these changes started as online action, they crossed over into the offline sphere, affecting these people’s livelihoods. I think it’s becoming harder and harder to differentiate between what is considered online and offline. Whilst we might not see any change immediately, I think it is pertinent to note that the messages spread by online advocacy movements may take time to digest, be understood and accepted by those who thought and/or believed differently, especially those who have believed so for the majority of their lives. I know we wish social change could happen faster, and that minds and beliefs could adapt easily. I think that whilst we might not have seen the change we hoped for and/or expected to, I feel the phrase “it has the potential to create change” is us holding out hope for our future, hoping that things will change for the better and that our efforts weren’t in vain. I’d love to hear your thoughts on this.
Kiah.
HI there Kiah,
Thank you for replying to my comment. I think the big thing I consider when it comes to offline political action includes as follows: donations to non-for-profit organisations, switching banks and super funds (401K for America etc), canvassing for your local member of parliament/senate, voting in all state, federal and local elections when necessary and being present during political protests or events that promote political change. I understand your comment in regards to your experience with the 2020 BLM movement in how high ranking people from powerful positions got fired and lose their jobs, but the problem with these people losing their jobs is that the change that is happening isn’t creating an effect or change for the people actually effected. If a CEO or even high ranking manager gets fired for racist views, while good they were removed from the company, were actually not really that financially impacted by anything to their material condition. Change obviously takes time, the civil rights movement was only 60 years ago and we still have a far way to go before anything is of real equality standard. However, the reason why I brought up disenfranchisement in my paper (which I appreciate that you read) is because the people who don’t believe in said political system or process often don’t partake in said system therefore leading to zero change. The perfect example of this was in Minneapolis during 2020’s BLM protests. The city’s police department was largely defunded and reallocated most of it’s resources to more community policing and involvement as a means to curb police brutality amongst African Americans. However, the following year after this defunding, a new Police Commissioner was elected as a result of the new mayor being elected in that city and as a result, police funding went back to what it was pre-2020 BLM protests due to a lack of participation in the local election to actually keep that change in place. For reference, police funding for majority of American communities, comes from the local level, not State or Federal. While in Australia we don’t have anywhere near the problem of voting participation in Federal elections, State and Local elections still see a huge impact on an individual’s day to day life.
I understand the notion that “it has the potential to create change” but potential for working class, low socioeconomic status citizens and people with critical health conditions can’t simply be told this as a means to “hold out” they want help now. They need change now and the best way for that change to happen is people volunteering, donating, organising AND VOTING.
I don’t disagree with the notion that Social Media can be used for and in some cases is currently being used for positive offline action within political movements. But when I see instances such as the BLM example I mentioned, it showcases to me the long ways to go that we need to travel in order to achieve meaningful results and effect the people who need it the most.
Hi Jack, thanks for the response. You made some really good points and brought up some very valid examples. I hadn’t heard about the Minneapolis example before, but it really helped to drive home just how important taking part in our local political environments can be. I think this is how we become the change that we desire for the world. It’s a well known fact that our parent’s generations have been pretty blasé in relation to voting, often opting to make a ‘donkey’ vote rather than taking the time to seriously research the candidates and their values. As long as we don’t follow in their footsteps, I think we should have a much better chance at making something happen.
You raised a great topic and yes it’s very true that social media plays a very significant role in coordinating online movements.
You might be interested in reading my paper as I also highlighted how social media was used in my home country to protest against the violation of human rights.
https://networkconference.netstudies.org/2022/ioa/956/social-media-platforms-a-space-for-political-protests-in-zimbabwe-a-case-study-of-the-zimbabweanlivesmatter-movement/
Martha.
Hi Martha, thank you for your comment. I’ll definitely take a look at your paper when I get the chance. I certainly believe that social media movements require both action in online and offline spheres to truly see change, especially on a global scale. It’s great to see so many examples where social media platforms have aided in scaling and contributing to movements, it gives me great hope for any future movements which will surely utilise social media platforms to spread their messages.
Kiah.
Hello Kiah,
Your paper was enriching which consists of a deep analysis on how social media platforms have enhanced the voices of many groups and it plays a major role in integrating online movements.
By the way, you might read my paper on the following link: https://networkconference.netstudies.org/2022/ioa/607/how-facebook-acts-as-a-medium-for-introverts-to-voice-out-and-express-their-social-identity-more-openly/
I look forward to your comments.
Hi Navishta, Thank you for reading my paper and taking the time to comment. I’m glad you enjoyed my paper and understood the argument I put forward in regard to how social media aids online advocacy movements to control their own narrative without fear of recontextualisation. Do you think there has been a particular social media platform that you’ve found to be more beneficial for online advocacy movements? I’d love to hear your thoughts.
Kiah.