Sunday 15 December 2013

Gen Y - Digital Activists to the rescue!

People on my Facebook feed are trying to get my attention to an urgent and terrible crisis... they need MY HELP. 


 The digital age has created a new way for social activists to reach the masses, using computers, mobile phones, and other internet enabled devices, in the battle for social and political change AKA ' Digital Activism'(Sivitanides, M & Shah, V, 2011). With the heroic 'click' of a mouse, anyone can help to cure the world - be it from pollution, hunger, abuse... the list goes on. 

 Websites like change.org boast 'The world's platform for change'  with '54,343,744 people taking action. Victories every day'. Taking advantage of speed, reliability, scale, and low cost of the internet to reach millions of potential supporters, who can easily link to one another, exchange content, coordinate acts, create an effective political movement. (Sivitanides, M & Shah, V, 2011)  
Of course there are positive and negative aspects to digital activism. Being inundated with causes creates apathy, as well as engagement (Joyce, 2011). And some say Gen Yer's social consciousness is questionable, labelling them 'slacktivists' who favour social media and creativity to bring issues to light and effect change; instead of more traditional protests, strikes and sit in's (Armchair Advocates, 2013)

 Intelligence Group survey, however, found Gen Yer's believe it is on them to make positive change in the world, with 2 out of 3 agreeing "a person on a computer, aware, and spreading the word" can change more than "a person on the street, rallying and protesting", with the most common support "liked a cause on Facebook".  (Armchair Advocates, 2013)
It is too simplistic to think that Facebook 'likes' and a viral distribution alone will be effective. Digital activism is highly effective in political, non-violent protesting(DARP, 2013). On the flip side, shut downs (e.g.Egypt) aimed to stop activists using technology only succeed in politicising previously apolitical members of the public (Joyce, 2011)
A famous example from Adbusters magazineProjection on British aircraft carrier, by Greenpeace.



Using guerilla tactics, 'Culture jamming' uses mass media, marketing tools, hacking, and what Mark Dery describes as 'artistic terrorism'  to spread their message. Appropriating Billboard and magazine ads (Adbusters 'Obsession') and using  humour, pranks (The 'FedUp' post box, and Greenpeace's projection), irony, and even false press releases(Yes Men-  see clip)to get attention and change the world (informationactivism.org, 2013).  



The latest campaign from both Greenpeace and fight for the reef uses an effective combination of digital and traditional activism. 'Fight for the Reef' posted a phone number for supporters to call the Great Barrier Reef Marine Authorities directly, asking them to post feedback to the website after their call.  



The digital age is a see-saw for activists, and a combination of new and more traditional activist methods is most effective in ensuring change for the better, in a non-violent way. We can be heroes.


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Saturday 7 December 2013

#Twittering #Tweeting #Twits ?


Personally I don't get it. But, in 2006 Twitter launched as another method of communicating on the go. Allowing 140 characters per message the ‘microblog’ site now has over 218 million users worldwide (Bullas, 2013)



I count myself one of the 60% in 'inactive' Twitter scrapheap statistics (Rheingold, 2009) Joining up, then promptly abandoning ship. Twitter always seemed to me to be largely focused catching the latest celebrity 'scoop'... such as this embarrassing twit tweet of the week:

So, I asked a friend of mine, who has her own small jewellery business, why she succumbed to the trend of tweeting and the endless #'s??
"If you can't beat 'em, join 'em" she said, matter of factly. Ahhh… that old chestnut. 


Whether I like it or not, Twitter has proven itself a great marketing tool for businesses of all sizes, and much more affordable than traditional methods (Bulearca 2010)

 According to Rheingold, the reason I can't handle Twitter is due to poor media literacy. 'Twitter id one of a growing breed of communication media that require some skills to use productively... The difference between seeing Twitter as a waste of time or as a powerful new community amplifier depends entirely on how you look at it - on knowing how to look at it.' (Rheingold, 2009)

 Rheingold says originally the printing press provided this equality. Enhancing literacy and free speech throughout the community. Now, the enabling technologies are based on the internet. 'Every desktop is a printing press, a broadcasting station, a community or marketplace.' (Rheingold, 2013)


Taking all this on board, I decided to expand my mind and my literacy skills by learning Twitter basics in business, via this video:
So, Twitter can enable small businesses to grow. By giving them access to a community od potential customers and events, allowing network building within their industry. I am now seeing the appeal.

Some tips from Bulearca's (2010) article when using Twitter to push business:
Search - posts for related keywords (the #!) find out what people on Twitter are saying about your business.
Engage - build customer relationships. Twitter's fast access and real time 1:1 encourages this.
Tone - Speak like a real person. Be engaging.
Think - are you using it for a business,or using it personally? Have a strategy.  

 Jenkins' Convergence culture theory is also demonstrated. Sites like YouTube, and now Twitter, give the masses control over multinational corporations. By re-imagining and reposting their thoughts and views of media for the wider public. (HCDMediaGroup 2009)

 The little company/person now has a big voice. Gaining access to speak to large numbers and corporations directly. Twitter is helping the little guy get ahead. 
Now I get it!

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