http://www.inosr.net/inosr-arts-and-management/ Themba INOSR ARTS AND MANAGEMENT 4(1): 30-37, 2018. ©INOSR PUBLICATIONS International Network Organization for Scientific Research ISSN: 2705-1668

Social Media : Limitation and Benefits

Themba Benjamin

Department of Humanities Africa University, Zimbabwe. ABSTRACT This study looks at the limitation and media and communications. benefits of social media activism. Media have become increasingly pervasive. activism can be used for many different However, the literature on social purposes. It is often employed by movements and social media has not fully activists and anarchists to grasped just how much social media have spread information not available via fundamentally changed the landscape of or to share censored organizational communication, ranging news stories. Certain forms of politically from stakeholders being able to directly motivated hacking and net-based mobilize resources to making grassroots campaigns are also considered media transnational social movements more activism. Often, the focus of media organizationally feasible. activism is to change policies relating to Keywords: Social, media, activism, limitation, benefits. INTRODUCTION Activism is action on behalf of a cause, based campaigns are also considered action that goes beyond what is media activism. Often, the focus of media conventional or routine. The action might activism is to change policies relating to be door-to-door , and communications radio, public meetings, rallies, or fasting. Social media (from mainstream platforms The cause might be women's rights, such as and to opposition to a factory, or world peace. organization-specific tools) have become Media activism is a broad category of increasingly pervasive. This is activism that utilizes media and exemplified by the diversity of uses communication technologies for social ranging from Twitter and Facebook use and political movements. Methods of during the [2] to the use of media activism include publishing news Snapchat by highly surveilled activist on websites, creating video and audio groups [3]. Many social movements have investigations, spreading information increasingly seen social media as a means about , and organizing campaigns to collaboratively crowd source with relating to media and communications diverse stakeholders [4]. In large policies. organizations, social media are often Media activism can be used for many supported because the technology can different purposes. It is often employed help foster the sense of a ―digital village‖ by grassroots activists and anarchists to [5], where individuals are able to ―see‖ the spread information not available via lives of others within their organization mainstream media or to share censored and feel closer to them [6]. Social media news stories [1]. Certain forms of are, of course, used commercially as a key politically motivated hacking and net- mode for product exposure and 30

http://www.inosr.net/inosr-arts-and-management/ Themba INOSR ARTS AND MANAGEMENT 4(1): 30-37, 2018. messaging [7]. However, the literature on disciplinary or domain-based silos that social movements and social media has have inhibited the asking and answering not fully grasped just how much social of important interdisciplinary questions media have fundamentally changed the that ultimately have real consequences to landscape of organizational social movements. Often, social media communication, ranging from contributions to the social movements stakeholders being able to directly literature have revolved around specific mobilize resources to making grassroots empirical case studies such as Occupy transnational social movements more [14], the Arab Spring [15], Dakota Access organizationally feasible. A major gap in Pipeline protests [16], and Black Lives the literature is this lack of understanding Matter [17]. This literature has also how social media have shaped social examined how social media have movement organizations (SMOs) and the facilitated the rapid development of organization of social movements. online movements which have sometimes Activism is a relatively new term, moved offline [18]. Although these introduced in the mid-70s and referring diverse empirical studies are to the ability to act and make or change fundamentally important to our history. ‗It reminds us that the world not knowledge of social media in social only is, but is made‘, as [8] wrote to a young activist. However, what is implied movements, broader organizational here is theorized at the level of social perspectives can help us understand how change theory, theory, movements are increasingly or notions such as resistance, advocacy or interconnected online. In addition, social [9]; [10]; [11]. In any case, agency media have shaped and often and the make ability of society is central fundamentally influenced the landscape to any tentative definition of activism. As of organizational communication within [12] points out, ‗activism is generating the future of societies‘. Activism, from this social movements. For example, Twitter perspective, represents the practice of has been found to be a dominant struggling for change and can be fueled ―organizing mechanism‖ which by reactionary tendencies and aims, as fundamentally shapes a social well as progressive. [13] is thus fairly on movement‘s organizational structure the spot when it defines activism as an rather than merely serving as a mode of ‗intentional action to bring about social or communication [19]. Ultimately, social political change‘. It is appropriate to use Wikipedia here, as it is in its own right a media often create rippling effects which form of media activism, driven by the touch many different aspects of the copy left Creative Common ideals. Other movements process from resource forms of media activism include mobilization to actual interventions. They electronic advocacy, , and may also be making SMOs more . But it would be democratic, breaking down traditional reductive to only consider media activism here, excluding the crucial role of media hierarchies between activists, other and communication in activist strategies stakeholders, and movement leadership. and processes of social change The use of social media in movement The purpose of this Special Issue is to contexts is not only widely diverse but discern and answer large metaquestions also oftentimes complex or contentious. that are applicable to a variety of social In terms of the latter, for example, movements contexts. Often, the social microblogging may be seen to be a weak media literature has become trapped in form of activism (i.e., ) with

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http://www.inosr.net/inosr-arts-and-management/ Themba INOSR ARTS AND MANAGEMENT 4(1): 30-37, 2018. [20] infamous argument that it is fairly large, distributed, global organizations. ineffectual. However, recent social Third, social media have a role in helping movements such as develop and maintain a sense of transitioned from tweet debates to action community in large activist organizations on the streets which profoundly shaped and can be a motivator for participating ―national discourse about race‖ [21]. in these platforms [11]. In studies of Activist organizations are increasingly enterprise social media use, tweet-like seeing the value of social media for microblogging was thought to lead to recruitment, public engagement, and ―more team cohesion and lead to faster campaign organization. Indeed, [22] book problem solving‖ [15]. Twitter has been on social movements in the Internet age is found to have linked geographically largely focused on social media disparate groups during the Occupy technologies. Social media can also movement [18]. Although social media effectively enable the sharing of data platforms can ultimately foster a powerful across traditional barriers such as ―sense of virtual community‖ [8], a geography. For example, Facebook helped practical reality is that social media can fuel the Dakota Access Pipleine (NoDAPL) be difficult to implement in terms of actions, with global social media users fostering a clear organizational structure, ―checking in‖ as though they were at the they are subject to governmental and physical protest to help activists on the other surveillance, and they often require ground avoid police surveillance based on vast amounts of resources to keep social Global Positioning System (GPS) tracking media networks alive. [3]. Given work on social media has found A less obvious issue is the lack of that women are more likely to be active understanding of how social media affect social media users [5], this may have the organization of activist networks. major implications for movements which Specifically, social media are often are organizationally gendered, ultimately thought to make activist movements more enabling women to have more of a transparent. However, social media can democratic involvement in some social and often do foster their own hierarchies movements. and privilege certain voices (usually more Social movements can and do draw from central to the organizational network). accumulated knowledge gleaned from Rather than being democratizing, social previous movements and activities. media—especially in the context of Historically, this is passed down from Twitter have been seen by some as generation to generation and movement leading to elitism or information overload to movement. Social media have changed [1]. Social media may ―empower‖ the ways in which this knowledge is being individuals to have a voice [20], but this recorded and passed on. Given the could also lead to high levels of noise, success of Wikipedia, wikis not only have which inhibit ―decision-making, been seen as a successful means for innovation, and productivity‖ [17], and ―knowledge aggregation from many this could have consequences in terms of contributors‖ but also actually ―results in the clarity of a movement‘s message. the reconstruction of expertise‖ [8]. Social Indeed, a powerful argument has emerged media, including but not limited to wikis, that social media are becoming can help make knowledge sharing much increasingly integral to ―organizational more transparent and accessible within communication processes because they

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http://www.inosr.net/inosr-arts-and-management/ Themba INOSR ARTS AND MANAGEMENT 4(1): 30-37, 2018. afford behaviors that were difficult or worldwide, but has it made for an impossible to achieve in combination effective movement, and more before these new technologies were importantly, will it bring about a lasting introduced and] may alter socialization, change knowledge sharing, and power processes Activism has been present throughout in organizations‖ [18]. But without history, in every sort of political system. evaluating the use of social media in Yet it has never received the same sort of social movements from an organizational attention from historians as conventional perspective, our ability to understand the politics, with its attention to rulers, wars, changes they have influenced in elections, and empires. Activists are organizational communication will be typically challengers to policies and incomplete. Although it is urgent for us to practices, trying to achieve a social goal, better understand social media use in not to obtain power themselves. Much social movements, it is particularly activism operates behind the scenes. pressing for those understandings to There are many varieties of activism, include organizational constructions, from the face-to-face conversations to perspectives, and theories. massive protests, from principled behavior to the unscrupulous, from polite Benefits and Limitations of Activism requests to objectionable interference, Activism has played a major role in and from peaceful protests to violent ending slavery, challenging dictatorships, attacks. Activism is not well defined, so protecting workers from exploitation, different people often have somewhat protecting the environment, promoting different ideas of what constitutes equality for women, opposing racism, and activism. many other important issues. Activism Activism is not necessarily a good thing can also be used for aims such as or a bad thing. It all depends on the cause attacking minorities or promoting war. and the actions, and a person's judgment Some Benefits of Social Media includes: of what is worthwhile. One person might  Spreading awareness about a cause say that a protest is a valuable defense of or event freedom and another person might say  Allowing students to engage and that it is a dangerous attack on human participate in school activities, rights. It brings a gradual change, and has  Networking the ability to empower people to stand up  Fundraising for something. It can help to mobilize We live and breathe through social media citizens and create action within a every day. It‘s the first thing we do when movement. The problem is that most of we wake up and the last thing we look at the people that get the message through before bed. We are the generation of the Twittersphere sit idly on their butt, technology, of 24/7 updates on trending gazing at their phone instead of doing topics and breaking news. We are the something about it. The upside is that we generation with are now more informed and up to date #bringbackourgirls, #blacklivesmatter, than ever, and those who do care about an #deflategate and many other , issue or movement are able to use Twitter which are supposed to inform and inspire to organize and create action. It‘s difficult us to take action, start a movement and to say whether or not there has been have our voices be heard. This social much change, but what has been created media activism has risen in popularity is a platform for a more sustained civil engagement movement. When it comes to 33

http://www.inosr.net/inosr-arts-and-management/ Themba INOSR ARTS AND MANAGEMENT 4(1): 30-37, 2018. making effective changes and movements change that we so desperately need and with , one should first merely share on Facebook and hashtag on look at the conversation started by this Twitter. social media activism. The ice bucket Every team or group or grassroots challenge comes to mind; this virtual fad movement you may have been a part of raised a tremendous amount of money has had its share of slackers, those who and awareness compared to previous rode the wave of success but didn‘t put in years of fundraising for ALS. the effort. This is what we are Likewise, the Eric Garner protests and experiencing with social media activism. movement against police brutality We are informed of issues and are drawn compelled President Obama to speak on more intently to some more than others. the issue. He took action and created a We have the power to propose change and task force aimed at keeping police inform others of the issue. It‘s just a officers accountable. The change has only matter of putting in the groundwork. trickled down to ideas, but this activism Social media is a new foundation we can has started a movement. For example, in lay for political and social change, but if Los Angeles, police officers will soon be we don‘t build it up and make the effort, fitted with police cameras which are it will lead to nothing. So when you designed to keep them more accountable. hashtag or repost an important issue, ask Of course, the change is slow, and no one yourself if what you are doing is actually is sure how effective it will be, but who making a difference. If this hashtag knows where this movement would be movement is to amount to something, we without the sustained social media need people to create startups for presence it created. movements and lay the foundation for The problem is how slow our government change. Be someone who creates, not just is to make laws and changes, but the a re-blogger. progress towards transparency and action Although media activism is a form of is on its way. These are only small activism, it is not a form of high risk victories, but the constant social media activism, or a form of organization stream has allowed these topics to stay on through communication. Slacktivism is a the airwaves and remain key discussion term coined to emphasize on the lack of points. action media activism enrolls, through In a sense, this Twitter activism is a cop- engaging in the talk of social issues but out. It leaves the action to the few who not reacting. [5] Media activism does not actually have the wherewithal to put time seem to be the most efficient engine in and energy into a grassroots campaign. taking action towards social regimes; it The other people, who feel as if they does indeed act as a powerful tool of don‘t have time to volunteer or be an communication to connect likeminded integral part of the movement, continue populations. Some of the limitation of on with their day, liking other posts or social media activism includes: retweeting. Obviously, the problem is that  Lack of privacy there is only so much power in the  Unreliable information is often internet. Raising awareness online has too shared many limitations and much of our  Likes or Hashtags do not result in generation sits idly by. These change ―slacktivists‖ wait for others to make the

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http://www.inosr.net/inosr-arts-and-management/ Themba INOSR ARTS AND MANAGEMENT 4(1): 30-37, 2018.  Systemic issues also arise from and activism - these need to go beyond hashtags conventional behavior. Singing in a choir  We don‘t know how to deal with is not activism, but singing as a protest, rumors. Rumors that confirm for example in a prison or in a church, people‘s biases are now believed certainly can be. and spread among millions of The second type of nonviolent action is people. noncooperation, such as religious  Second, we create our own echo chambers. We tend to only excommunication, disobeying social communicate with people that we customs, protest emigration, rent strike, agree with, and thanks to social producers' , withdrawal of bank media, we can mute, un-follow and deposits, international trade embargo, block everybody else. and a wide variety of strikes. The third  Online discussions quickly type is intervention, including sit-ins, descend into angry mobs. All of us nonviolent occupations, guerrilla theater, probably know that. It‘s as if we forget that the people behind fasting, and setting up alternative screens are actually real economic and political institutions. All of people and not just avatars. these, and more, can be methods of  It became really hard to change activism - of the nonviolent variety. our opinions. Because of the speed Another option is violent action, such as and brevity of social media, we are beatings, imprisonment, torture, killing, forced to jump to conclusions and and bombing. Conventional violent action write sharp opinions in 140 characters about complex world is carried out by police and military affairs. And once we do that, it forces. Violent activism would be carried lives forever on the Internet, and out by those not authorized to do so, who we are less motivated to change might be called freedom fighters or these views, even when new terrorists. However, this is usually called evidence arises. armed struggle rather than activism.  Our social media experiences are In between nonviolent action and armed designed in a way that favors broadcasting over struggle is violence against physical engagements, posts over objects, of which sabotage is one variety. discussions, shallow comments This can include damaging a pipeline, over deep conversations. It‘s as if destroying genetically engineered crops, we agreed that we are here to talk or defacing a website. These are activism at each other instead of talking if done on behalf of a cause. Like other with each other. Methods of Activism forms of activism, sabotage can be The most common image of activism is a praised or condemned. The Boston Tea public protest, such as a rally, march, or Party, a signal event during the American public meeting. This is a useful starting Revolution, involved economic sabotage. place in looking at methods of activism. The methods of activism will continue to Researcher Gene Sharp divides the evolve along with political opportunity methods of nonviolent action into three and developments in culture and main types. First are methods of protest technology. To challenge consumer and , such as speeches, culture, for example, a new practice has , banners, picketing, protest developed called culture jamming, disrobings, vigils, singing, marches, and involving a transformation of teach-ins. To count as nonviolent action - conventional symbols, such as those used 35

http://www.inosr.net/inosr-arts-and-management/ Themba INOSR ARTS AND MANAGEMENT 4(1): 30-37, 2018. in advertisements, to create a new, can be an example of this way of confronting message. Cell phone broadcasting in terms of the lack of the messaging systems are now used to objectivity of the actual media and the organize rallies. Online activism, called television. [6] On the other hand, a lot of cyber activism, involves using the protestors used Whatsapp or Walkie- Internet to communicate and organize Talkie application with their smartphones traditional actions and as a direct form of in order to improve communication activism itself, such as bombarding a between protestors during the website or sending large files to slow manifestations thanks to its quick and down a system. instantaneous information share.[17] Forms of media activism Moreover, the usage of applications such Social media is often used as a form of as Whatsapp can increase the organisation media activism. Because of the interactive of the protestors due to the group features and widespread adoption, users messages.[4] can quickly disseminate information and YouTube is another efficient tool of rally supporters [3]. Platforms like spreading information. It is generally Facebook and Twitter can reach a much used with other social media forms such larger audience than traditional media. as Facebook and Twitter. Although often only a small percentage of Culture jamming, another form of media people who express interest in a cause activism, is a subversive strategy of online are willing to commit to offline protest that re-appropriates the tropes of action, social media interaction is viewed mainstream media "in order to take as "the first step in a ladder of advantage of the resources and venues engagement". [22] "Social media has they afford" [20]. helped us organize without having Media activism has expanded its scope to leaders," said Victor Damaso, 22, include fields of study such as journalism demonstrating on São Paulo's main and .[10] Media activism Paulista Avenue on Thursday night. "Our additionally educates the audience to be ideas, our demands are discussed on producers of their own media. Media Facebook. There are no meetings, no activism to be expanded to facilitate rules" [14]. action through media production and Live streams applications or websites involvement. such as Livestream is another media form which can replace TV when there is a kind of . The protests in Istanbul CONCLUSION The purpose of this article is to show the networks of political and social benefits and limitation of Social media relationships among activists offline. activism in the society today. Social Media Media activism among youth can be has become a primary organizing tool for linked to the way youth protest and create political and social movements globally. communities online over specific issues They serve to strengthen already existing and social connections. REFERENCES 1. Poell, Thomas. "Twitter as a articulation of the Tunisian multilingual space: The revolution through

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