Written by Fatou Lo Edited by Eliza Dorton and Annika Lilja
Imagine a world where a single social media post can ignite a revolution, hashtags become rallying cries, and viral videos can expose injustices and spark global movements. This scenario is our reality. From the Arab Springs global outreach to the Black Lives Matter Movement’s longevity and influence, social media remains one of the most paramount tools in amplifying the message of social movements.
To understand the profound impact social media has had on social movements and political activism, we must draw an apparent connection between media and political involvement. Social media is one of the most notable “linkage institutions.” Linkage institutions are structures within society that connect individuals to the government. The various methods of communication that come along with mass media consumption, such as using persuasive language, shape people's inclination toward certain political movements. Some significant linkage institutions are media, news outlets, interest groups, and even political parties. The importance of linkage institutions such as social media in politics is exemplified by the principles of the United States government, which prioritizes responsiveness to the people (Khan). Social media is a tool in the evolution of social movements worldwide.
Social media has significantly transformed traditional activism methods through communication, organization, information, participatory culture, etc… Individuals have devised new ways to network and boost their outreach through “algorithms.” Algorithms are rules that determine which content users see on their feed, the order in which they see content, and how it is filtered. This personalized method of communication allows activists to culminate in a community of individuals who value the same political topics as them, making it much easier for the ideas created online to manifest themselves into field social movements (Adisa). Similarly, social media has aided in assembling actual social movements by raising awareness, mobilizing people, expanding networks, and virilizing protests. This was most notably done by the surge of social awareness surrounding the Black Lives Matter movement after the murder of George Floyd in May of 2020. The online sphere of politics allows for a complex and refined method of organization without any formal institutions, which significantly scales up its impact in a relatively short amount of time (Aguilar et al.).
Furthermore, social media can amplify marginalized communities by giving a voice to the "voiceless." Due to social media's broad outreach, historically disadvantaged individuals can share their stories and bring light to the injustices occurring within their communities. This outreach can help challenge commonly accepted views that lack authentication and contextualization of individual experiences. Social media uses people as flashlights to uncover significant issues in the shadows of worldwide news. By leveraging ordinary individuals' power when they utilize social media to promote change, activists have brought attention to problems that have been continuously dismissed (O'Byrne).
One of the most notable examples of social media amplifying the voices of marginalized communities occurred during the peak of the Arab Spring in 2010. The Arab Spring was a surge of pro-democracy protests in North Africa and the Middle East. These protesters attacked the core of authoritarian regimes that plagued their regions. Individuals utilized social media to organize protests by collecting grievances, organizing demonstrations, sharing information, and shaping political identities. Studies of the impact of the Arab Spring analyze the use of social media by young activists and the changes in internal populations of North African and Middle Eastern countries. Researchers found that although social media profoundly impacted mobilizing individuals, its most significant impact was “acting more as a megaphone than a rallying cry” (Maryville University). The exposure of the atrocities occurring in this region of the world sparked global outrage and discussion, as well as internal progressive change away from tyrannical forms of government.
A decade later, the Black Lives Matter protest emerged with massive influence. Although the Black Lives Matter protest was centered around racial inequities in the criminal justice system, the importance of social media in promoting impact and scaling up activists' influence mirrored that of the Arab Spring. The Black Lives Matter movement began to shed light on police brutality and general anti-blackness. Through individuals, hashtags, and viral videos, the organization created more than 40 chapters worldwide that support Black lives. According to the Pew Research Center, the hashtag #BlackLivesMatter was used approximately 30 million times from July 2013 to May 2018 alone. This movement excluded extremely viral cases of police brutality, such as George Floyd and Breonna Taylor, which revived the popularity of the Black Lives Matter movement (Maryville University). According to another survey conducted by Pew Research, 52% of Black users say they have posted or shared something in relation to Black Lives Matter. This percentage greatly highlights social media's role in amplifying the voices of the historically unheard.
In conclusion, social media has undeniably reshaped the landscape of social movements, offering unprecedented opportunities for connection, organization, and amplification of voices. While challenges such as misinformation and digital divides persist, the potential for positive change through social media remains immense. As we move forward, the power of these platforms will continue to evolve, potentially ushering in a new era of activism where every tweet, post, and share can contribute to a more just and equitable world.
Sources:
Adisa, Dorcas. “Everything You Need to Know about Social Media Algorithms.” Sprout Social, 30 Oct. 2023, sproutsocial.com/insights/social-media-algorithms/. Accessed 10 July 2024.
Aguilar, Gabriela, et al. The Impact of Social Media on Social Movements. 2021, digitalcommons.csumb.edu/cgi/viewcontent.cgi?article=2213&context=caps_thes_all.
Khan, Sal. “Political Parties: Lesson Overview (Article).” Khan Academy, www.khanacademy.org/humanities/us-government-and-civics/us-gov-political-participation/us-gov-political-parties/a/lesson-summary-political-parties. Accessed 10 July 2024.
Maryville University. “Social Media as Activism and Social Justice.” Maryville Online, Maryville University, 25 Nov. 2019, online.maryville.edu/blog/a-guide-to-social-media-activism/. Accessed 10 July 2024.
O’Byrne, W. Ian. “Educate, Empower, Advocate: Amplifying Marginalized Voices in a Digital Society – CITE Journal.” Citejournal.org, 2019, citejournal.org/volume-19/issue-4-19/english-language-arts/educate-empower-advocate-amplifying-marginalized-voices-in-a-digital-society/. Accessed 10 July 2024.
Smith, Samuel Bestvater, Risa Gelles-Watnick, Meltem Odabaş, Monica Anderson and Aaron. “#BlackLivesMatter Turns 10.” Pew Research Center: Internet, Science & Tech, 29 June 2023, www.pewresearch.org/internet/2023/06/29/blacklivesmatter-turns-10/#:~:text=Black%20social%20media%20users%20stand. Accessed 10 July 2024.