In April 2014 news broke that 276 schoolgirls had been kidnapped from Chibok, Nigeria, by the terrorist group Boko Haram (Omeni, 2017). The hashtag #BringBackOurGirls went viral across major social media platforms (Parkinson, 2021). Millions of people online demanded action be taken to ensure the girl’s safe return. Whilst the campaign was successful in urging global leaders to pledge their support to Nigeria (Stewart, 2014), the effort to rescue all the girls was prolonged and complex. As of June 2023, 90 of the schoolgirls are still missing (VOA Africa 2023). This group of kidnapped girls represents only a small percentage of women abducted by Boko Haram in 2014. Amnesty International estimated in 2015 that at least 2000 women and girls had been abducted by the group since 2014 (BBC, 2017).

Whilst social media activism democratizes participation and amplifies voices (Harvey, 2019), it often falls short as a comprehensive tool for political organizing due to its superficial engagement (Kazazian, 2024) and echo chambers (Cabianca et al., 2020). These shortcomings ultimately require more traditional and in-depth approaches to effect real change.

Social media activism is the the practice of using social media platforms to advocate for social and political change. This form of activism utilizes the reach and immediacy of social media networks to raise awareness, create discussion, organize in-person events, and mobilize individuals around a specific cause. Activists engaged in this form of online activism are given a wide range of activities on platforms such as hashtag campaigns, re-sharing viral content, and the ability to quickly spread information (Rizal, 2024). It has a wide reach and is easily accessible which makes it a very cost-effective solution for activists.
Social media activism has transformed political organizing and emerged as an invaluable tool for activists in mobilizing populations and shaping the political landscape across the globe. We have seen the rise of movements such as the Arab spring, Occupy Wall Street, #BlackLivesMatter, the #MeeToo movement and #FridaysForFuture to name just a few. Increasingly, social media has also played a crucial role in elections campaigns with political parties and candidates taking advantage of platforms for both advertising and voter engagement.

Social media activism is contrasted with traditional activism’s in-person activities such as protests, boycotts, strikes and civil disobedience (Brooks, 2023). Whilst social media can extend activism’s reach and provide instant participation across distances, traditional activism often has a more localized impact but requires a higher level of commitment from its activists. Social media can quickly raise awareness for an issue but often struggles to convert online momentum into concrete action. Effective movements typically blend both approaches, leveraging social media for awareness whilst grounding effort in tangible actions to effect real change (Greijdanus et al., 2020).

The engagement created by social media activism is often criticized for being superficial and lacking the depth required to translate online enthusiasm into substantial real-world action. Terms like “slacktivism” have been used to encapsulate the ease with which individuals can express support for a cause without committing to significant and impactful actions (Lodewijckx , 2020).

For example, the hashtags #PrayForParis emerged in response to the terrorist attacks in Paris in 2015. Millions of social media users changed their profile pictures to an overlay of the French flag and shared the hashtag as a sign of solidarity (BBC, 2015). Whilst the gesture spread
awareness and helped foster a sense of global unity, it had little to no impact on counter-terrorism measures, victim assistance or policy changes.
In 2012, the #StopKony campaign drew the world’s attention to the crimes of Joseph Kony and the Lord’s Resistance Army in Central Africa. Despite becoming one of the most viral campaigns in history, the movement saw limited success in achieving its goal of capturing Kony, which illustrates the gap between social media activism and tangible outcomes (Madden, 2022).

Another online movement with equally superficial engagement is #EarthHour. Every year, millions of people around the globe participate in Earth Hour by turning off their lights for one hour to raise awareness about climate change. Whilst the event succeeds in having worldwide participation and helps draw attention to climate change, without subsequent policy changes, adoption of renewable energy sources and laws that limit greenhouse gas emissions, the gesture remains largely symbolic (Baker, 2012).

Critics of skepticism towards social media activism might point to movements like #MeToo and #BlackLivesMatter as exemplars of online movements that have had broad societal impacts. These movements have created legal action and policy changes which directly challenge the idea that social media activism is superficial (Brown, 2022). However, it’s important to keep in mind that whilst these examples demonstrate the potential for social media activism, they are exceptions rather than the rule and have been bolstered by extensive media coverage, celebrity involvement and offline activism and organizing. The success of these movements can be attributed to a combination of online mobilization and real-world action including protests, legal battles, and policy advocacy. All of which is to say that social media activism needs to be part of a broader political strategy to be effective.
Whilst social media platforms are designed to connect users and facilitate information exchange, this isn’t always the case. Social media Echo chambers can emerge when users are primarily exposed to opinions and information that reinforce their existing beliefs which reduces their chance to encounter opposing viewpoints. This phenomenon is made worse by social media algorithms that curate content based on individual preferences and user histories of past interactions (Cabianca et al., 2020).

Echo chambers can give online activists the false illusion of widespread support which can potentially lead to overestimating the strength and popularity of their cause. This false sense of security could lead to complacency where activists believe that their social media efforts alone are sufficient to create lasting change. Christopher Hooton from The Independent even went as far as to say that social media echo chambers gifted Donald Trump the presidency in the 2016 presidential election (Hooton, 2016).

Unfortunately, social media echo chambers also contribute to political polarization by reinforcing ideological divides (Hong & Kim, 2016). When activists are confined to echo chambers, the nuances of complex issues are often lost, reducing debates to simplistic opposition, and worsening social division. This polarization can create hostile environments for activism where opposing views are viewed with outright hostility rather than potential allies with whom they can have nuanced discussion and make compromises with in the name of progress.

Critics might argue that social media allows for the cross-pollination of ideas. Whilst the potential for this does certainly exist, the reality is that this potential is quashed by algorithmic biases and increasing political polarization. Further, a study has even shown that exposure to opposing political opinions can increase political polarization (Bolano, 2018). To address the effects of echo chambers on social media activism, a more pragmatic approach might be needed; perhaps a shift away from online platforms to direct participation in traditional forms of activism. This strategy puts emphasis on the importance of engaging in-person, where the complexities of issues can be fully understood through good-faith and nuanced conversation. By stepping away from screens and engaging in grassroots campaigns, protests and community engagement, activists can forge deeper connections and foster genuine understanding across diverse groups of people to bring about real change.

Today the appeal of social media activism is undeniable. However, the effectiveness of traditional activism methods rooted in personal commitment and sustained engagement remains irreplaceable. Traditional activism tactics such as direct-action, lobbying, community organizing, and face-to-face engagement have historically led to significant political and social change (Martin, 2007).

The civil rights movement in the United States during the 1950s and 1960s is perhaps the most relevant example of this. Through a combination of coordinated boycotts, sit-ins, marches and legal challenges, activists were able to push significant legislation such as the Civil Rights Act of 1964 and the Voting Rights Act of 1965. These changes came because of well-organized and physically demanding efforts of activists that engaged directly with the political system and the public consciousness at large (PBS, 2024).

Another example is the Arab Spring of 2011, which created a wave of anti-government protests throughout much of the Arab world. Its purpose was to challenge authoritarian regimes and advocate for political reforms to increase democracy (Safi et al., 2021). While social media contributed in raising awareness globally and provided some initial mobilization, the overthrow of regimes were achieved through traditional activism methods such as relentless street protests, violent confrontations, and grassroots organizing.

Traditional methods of activism demand a level of engagement and commitment that cannot be replicated through digital clicks and shares. While social media can complement these efforts by raising awareness and facilitating communication, the depth of change required to address systemic issues requires direct and physically embodied forms of protest.

This essay hopes to highlight social media’s ability to raise awareness but also point out its limitations. Through examples like the Arab Spring and various other social movements, I hope to have convinced you that whilst social media plays some role in raising awareness and organizing, the tangible outcomes that lead to significant change are still mostly achieved through traditional forms of activism such as protests, grass roots organizing and lobbying. It is an acknowledgement of the time-tested value of meaningful forms of activism that go further than the confines of social media. By embracing the proven strategies of traditional activism, we can work towards creating more impactful movements that drive genuine and lasting societal progress. Social media activism in and of itself is not a comprehensive for political organizing but needs to be used in addition to traditional forms of activism to bring about real change.

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