By Emily Sykes
If you had to guess, how often do you express your opinion online?
In an age where social media has become increasingly more integrated into our everyday lives, the question arises: does social media activism truly influence political and social change, or is it merely a digital echo chamber?
In 2023, 34% of social media users stated they had joined a group that was interested in an issue or cause, while 26% said they encouraged others to take action via social media. The rise of social media has transformed the landscape of political and social discourse, but does it go any further than online noise?
As social media companies have eaten more and more of our daily lives, conversations that once happened in bars and coffee shops have migrated to forums and comment sections. The question must be asked: Does removing the face from the name change how people interact and congregate? This post explores the complexities surrounding social media activism and its impact on political and social change. Addressing these questions and concerns aims to offer readers a deeper understanding of the nuances and intricacies of social media activism.
Social Media’s Impact on Society
Through platforms such as X (Twitter), Instagram, Facebook, and TikTok, people can instantly amplify their voices, upload their opinions, and mobilize communities. Social media users do this through using hashtags, creating online groups, and starting petitions. All of these tools aid in bringing people together and organizing ideas for change, and while this may be effective, it cannot be said that there is a perfect transmission of ideas from voice to text.
For example, a group of activists hoping to start a food drive could create a forum or group discussion and discuss locations and times with people trying to help. Whereas this would have been done in a town hall or town square, it is now done online. There is one notable change in venues: anonymity. At the town hall, everyone knows each other, or at least could conceivably know each other after a few minutes of discussion.
Anonymity and Its Influence
The removal of the identity influences how people interact, the time it takes to trust, and how much information is divulged. The situation gets more important when it comes to political discussion. Politics have sparked serious debates among different parties for millennia and bringing these discussions to social media completely changes the atmosphere of the conversation. Studies have shown that 53% of people interact in political discussions via social media and say things they would never say in person. Other studies have shown that the number of politically extreme groups has increased since the advent of the Internet.
The Intersection of Online and Offline Activism
Social media activism and traditional forms of in-person activism are not mutually exclusive; rather, they complement each other in several different ways. It can be argued that one way is more effective, but many people believe they are a bigger catalyst for change when working together. Traditional forms of activism offer the ability for on-ground action, while online advocacy allows planning these in-person events. Social media activists can quickly reach a wide audience, which offline activists cannot do as efficiently.
According to a study done by the Pew Research Center in 2021, approximately 72% of U.S. adults use at least one social media platform. This makes it easier for people to participate in online conversations on a global scale. By using both of these tools, social movements can maximize their impact.
Real-world Examples of Online Activism
An example of a successful online and offline activism campaign was the Black Lives Matter Movement. By utilizing the hashtag “#BlackLivesMatter,” social media users were able to raise awareness about systemic racism and police brutality. This awareness aided in spreading the message and organizing protests and more offline action. This movement began in 2012 and has progressively gotten bigger, with the hashtag now holding 25.8M posts on Instagram.
Another example would be climate change campaigns that have started via social media and sparked real change in the government.
People like Greta Thunberg, a climate change activist, are a perfect example of the younger generation finding their voice through social media and continuing to make real-life changes. Thunberg led a movement called Fridays for Future to mobilize a global network of climate activists and bring them together to begin protests, strikes, and lobbying efforts that have been instrumental in pressuring the government and large corporations to adopt better climate policies.
Message Fatigue: Repetition in Online Activism
While many of these campaigns are influential because of their powerful meanings, they also utilize the strategy of repetition, which in some cases can amplify their message. This tactic capitalizes on a fundamental aspect of human psychology, employing repeated exposure to draw people in. By consistently seeing social media posts about climate change or Black Lives Matter campaigns, it can increase people’s likelihood to internalize these messages and want to engage with them more.
However, the opposite of this theory can also be argued; if someone’s social media feed is constantly flooded with one topic, they risk message fatigue. This is when a person feels overwhelmed by the number of posts relating to a specific topic, which in turn can cause resentment toward it.
The Future of Social Media in Politics
The future of social media is always up in the air; apps are constantly changing and evolving and being replaced by the ‘next big’ app. What is certain is that with the rapid advancements in AI technology, the pattern of engagement and communication within social media activism will only increase. While the different apps may fluctuate in popularity, social media will likely continue to grow as a hub for people to connect, organize, and advocate for their beliefs. From minor issues to high-stakes campaigns and electoral debates, the power that social media has to amplify the voices of public opinion will only continue to grow stronger.
Online Activism: Good or Bad?
This increasing influence of social media and public opinion raises multiple questions. Will this be helpful or harmful to future political events? Will more social justice be brought about due to the catalyst of social media, or will it impede this change? Only time can answer these questions, but being aware of what’s happening on social media is important for all people, especially the younger generations, during this time of change.
Generation Z is entering their post-education years and beginning new careers, giving them much influence over their communities. Being up-to-date and aware of what’s happening with technology and social media is essential for them to craft educated decisions that will benefit them and those around them.
This increase of influence also calls for more responsibility and vigilance when it comes to important discussions. Sites such as Instagram and Facebook are constantly searching for ways to decrease misinformation and algorithm bias their sites have, and they must continue to do so. While giving people free speech and unlimited power on social media can be helpful, it can also cause an uproar, and when this happens, there is no one to hold accountable except for a screen with a profile picture.
As people continue to navigate the complexities of social media, it’s essential to understand that it is merely a tool and nothing more. Social media can cause change and bring people together in a way that’s never been done before, but it’s up to the people to decide if this change will be meaningful or harmful. Be a part of the Martin Hall Agency and learn how to leverage the power of social media for important causes in our community and state.
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