THE POWER OF SOCIAL MEDIA
How social media has impacted social movements and change
By Krisha Gomatam
There is no doubt of the power that social media holds in today’s generation. From sharing worldwide news and trends to influencing our daily lives, both positively and negatively. But due to the recent social events and movements taking place (such as the Black Lives Matter movement), the question arises- “Has social media become an integral element of modern activism” and “Is social media now a critical part of making a cultural change in society?”
The movement against inequality and racial profiling using the power of social media can first be traced back to 2013, after the acquittal of George Zimmerman, who shot and killed Trayvon Martin in Florida. This sparked mass protests and the creation of #BlackLivesMatter to start a broader conversation about racism while influencing politics and holding governments accountable around the world for gun violence and treatment of minority communities around the world.
The civil rights movements in the 1960s were comparably smaller than the recent protests that took place after the death of George Floyd on May 25th. One of the major reasons affecting the attendance of the protests is the role of social media and how it spread awareness and brought people together. It provides a platform for mobilisation, empowerment, forming opinions and influencing change.
Another aspect that is vital for bringing about change in today’s generation is the influence of celebrities and brands. Many celebrities took to social media to express their condolences and views about this movement. Although, many have made meaningless and generic responses to this situation. For example- a highly controversial Pepsi advertisement which starred Kendall Jenner and brands like Amazon and NFL pivoting to hollow messages that aren’t aligned with their actions. By posting black squares on their feed or uninformed and disrespectful stances, influencers are not using their platform to advocate for impactful change but want to be viewed as being on the right side of history.
Earlier, revolutionaries had to go through exhaustive speeches and had to gather and inform people by travelling all over the country. The advancement of information would take several days to reach the citizens. Although to express our opinion or inform a large number of people today, all it takes is a post on social media platforms. The details about when or where a protest will take place require a short amount of time which results in higher attendance in protests and important information has become more accessible.
For example, while comparing Mahatma Gandhi’s salt march and the civil rights movement during the 1960s with the recent BLM movement, a vast difference can be seen in terms of mobilisation and awareness.
Even though the threat of fake news looms above we can count on social media’s massively streamlined communications and influence to make a long-lasting impact on society and provide a platform for cultural change and shaping opinions of the future generations.
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