Digital Media 101: Social Media and Platform Studies - Social Media Activism Hashtag movements BlackLivesMatter MeToo clicktivism

What It Is

Social media activism refers to the use of social media platforms to raise awareness, mobilize support, and advocate for social change. A canonical example of social media activism is the #BlackLivesMatter movement, which originated on Twitter in 2013 as a response to the acquittal of George Zimmerman in the murder of Trayvon Martin. This movement leveraged hashtags, social media groups, and online petitions to bring attention to systemic racism and police brutality, demonstrating the potential of social media to amplify marginalized voices and mobilize collective action.

Key Terms & Concepts

• Hashtag activism: the use of hashtags to raise awareness and mobilize support for social causes on social media platforms.
  • Example: #MeToo, a hashtag campaign that went viral in 2017 to raise awareness about sexual harassment and assault.
• Clicktivism: a form of activism that involves clicking on online petitions, sharing social media posts, or engaging in other low-commitment online actions.
  • Example: Change.org, a platform that allows users to create and sign online petitions.
• Social media echo chamber: the phenomenon where social media algorithms prioritize content that reinforces users' existing views, creating an echo chamber effect.
  • Example: Facebook's News Feed algorithm, which prioritizes content from friends and pages that users interact with most.
• Personalization vs. customization: personalization refers to the use of algorithms to tailor content to individual users, while customization refers to the ability of users to tailor their online experience.
  • Example: Facebook's "See First" feature, which allows users to prioritize certain pages in their News Feed.
• Filter bubble: a term coined by Eli Pariser (2011) to describe the phenomenon where social media algorithms create a personalized bubble of information that reinforces users' existing views.
  • Example: Google's search results, which can be influenced by users' search history and online behavior.
• Native advertising: a form of advertising that is designed to match the form and function of the platform on which it appears.
  • Example: Facebook's Instant Articles, which allow publishers to create native ads that blend in with the News Feed.
• Sponsored content: a form of advertising that is clearly labeled as such, but may still be designed to mimic the form and function of organic content.
  • Example: Instagram's "Sponsored" label, which appears on ads that are clearly labeled as sponsored content.
• Algorithmic bias: the phenomenon where social media algorithms perpetuate existing biases and inequalities.
  • Example: Google's algorithm, which has been criticized for perpetuating racial and gender biases in search results.
• Social media literacy: the ability to critically evaluate and effectively use social media platforms to achieve social change.
  • Example: The work of social media literacy expert danah boyd (2014), who argues that social media literacy is essential for effective social change.
• Platform governance: the rules and regulations that govern social media platforms and their use.
  • Example: Facebook's Community Standards, which outline the rules and regulations for content on the platform.
• Digital divide: the phenomenon where certain groups of people are excluded from or have limited access to digital technologies and online resources.
  • Example: The work of digital divide researcher Kathryn Y. Morgan (2017), who argues that the digital divide is a significant barrier to social change.

Common Misunderstandings

• Misunderstanding: Clicktivism is a form of activism that is equivalent to traditional forms of activism.
• Correction: Clicktivism is a form of activism that is distinct from traditional forms of activism, and may not always lead to tangible social change.
• Misunderstanding: Social media echo chambers are a result of users' own biases and preferences.
• Correction: Social media echo chambers are a result of algorithms that prioritize content that reinforces users' existing views.
• Misunderstanding: Algorithmic bias is a result of human error or bias.
• Correction: Algorithmic bias is a result of complex systems and data that perpetuate existing biases and inequalities.

Quick Application / Identification

Scenario: A social media manager wants to create a campaign to raise awareness about climate change on Instagram. Which of the following is the most effective strategy?

A) Using a branded hashtag to track engagement B) Creating a sponsored ad that clearly labels the content as sponsored C) Using Instagram's "See First" feature to prioritize the account of a climate change activist D) Creating a native ad that blends in with the Instagram feed

Answer: D) Creating a native ad that blends in with the Instagram feed. Explanation: Native ads are more effective at engaging users than sponsored ads, and can be designed to match the form and function of the platform.

Last?Minute Revision

• The #BlackLivesMatter movement originated on Twitter in 2013.
• Hashtag activism can be an effective way to raise awareness and mobilize support for social causes.
• Clicktivism is a form of activism that involves clicking on online petitions or sharing social media posts.
• Social media echo chambers are a result of algorithms that prioritize content that reinforces users' existing views.
• Algorithmic bias can perpetuate existing biases and inequalities.
• Facebook's Community Standards outline the rules and regulations for content on the platform.
• The digital divide refers to the phenomenon where certain groups of people are excluded from or have limited access to digital technologies and online resources.
• danah boyd is a social media literacy expert who argues that social media literacy is essential for effective social change.
• Eli Pariser coined the term "filter bubble" to describe the phenomenon where social media algorithms create a personalized bubble of information.
• Google's algorithm has been criticized for perpetuating racial and gender biases in search results.
• Instagram's "Sponsored" label appears on ads that are clearly labeled as sponsored content.
• Facebook's Instant Articles allow publishers to create native ads that blend in with the News Feed.