The use of social media has had a profound impact on activism in recent years. Studies have found that while social media has been instrumental in mobilizing protests, its greatest impact has been to act as a megaphone for activists. Social media activism involves raising awareness about social justice issues and showing solidarity through labels, publications, and campaigns. Almost all modern social movements are documented on social networks, and the media often use sites such as Twitter to find new information or images related to current events.
A social media fundraising campaign typically seeks to leverage the diversity of its audience and focus attention on a specific goal. This can shape sociopolitical discourse and has caused serious damage to some movements, with the most prominent example being the way disinformation was shared and amplified at an alarming rate during the US elections, demonstrating that activism on social networks is still a work in progress. According to the Pew Research Center, 55% of Democrats say that social networks are very or somewhat important to them when it comes to engaging in political or social issues that are important to them, compared to 32% of Republicans who say the same (including those who lean towards each party). Calls for action against climate change and the abolition of the death penalty have been widely shared on social networks. In addition, attitudes and experiences related to political activities on social media vary by race and ethnicity, age, and party. The use of social networks and tools such as hashtags has enabled the exchange of information, helped spread awareness, and provided an online space for the Black Lives Matter community to form and organize.
For non-profit organizations and social justice campaigns, using social networks can publicize their mission, needs, and even the existence of a problem. Partnering with an influencer on social media who has enough followers to influence public opinion can be a great way to boost a message. My concern that social media is creating insincere activists applies not only to individuals but also to brands and companies. Social networks have played an invaluable role in catalyzing this process by leveling the playing field and amplifying the voices of those who don't have access to mainstream media. According to a Pew Research Center survey on the United States, 54% of social media users aged 18-29 say they have used these sites in the last month to search for information about rallies or protests taking place in their area, compared to 36% of those aged 30-49, 26% of those aged 50-64, and 20% of those over 65. These are some movements and trends that have gained traction in national and global conversations, partly due to their presence on social networks. Disinformation has proven to be a major issue, particularly during elections and pandemics, as evidenced by recent false statements about COVID-19 vaccines that were spread on social networks.
