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C E C E L I A R O D R I G U E Z
SOCIAL ACTIVISM IN NEW MEDIA:
DEFINITION OF KEY TERMS:
Social Activism = Social Media + Activism
• Social Media: Websites and applications that
enable users to create and share content or to
participate in social networking
• Activism: The policy or action of using vigorous
campaigning to bring about political or social
change.
DIFFERENCE BETWEEN GENERATIONS
Older Forms of Activism
• March on Washington
• Bra Burning
Newer forms of Activism
• Rally to Restore Sanity
CAUSE:
• New Media
• Catalyst for Change
BENEFITS:
• “Social media gives people the power to call out
injustices, inaccuracies and misrepresentations and
brings about better understanding of other cultures
and people,” (Khan-Ibarra).
• Social Media enables involvement from people all
over the world.
• In general, Social Media consists of the three main networks/environments: • Facebook
• Twitter,
• Within these networks is a type of activism
(#hashtag activism)
TOOLS:
#HASHTAG ACTIVISM
• “The use of hashtags (the hash or pound sign used
to identify messages on a specific topic) is the most
vital part of social media activism,” (Khan-Ibarra).
• “Hashtags have the power to bring attention to and
mobilize a large population. Petitions, protests,
letters to politicians and those in power are
disseminated through social media, but what brings
attention to a movement or a hashtag is the high
number of mentions of a hashtag, which is what
brings it worldwide attention,” (Khan-Ibarra).
EXAMPLE 1:
• #WeneedDiverseBooks and #SupportWNDB
hashtags created by a group of writers who were
concerned about the lack of diverse representation
of protagonists in books.
• Because of the hashtag campaign, a website
dedicated to diversity in literature was launched,
and the #WeNeedDiverseBooks organization was a
part of the BookCon Diversity Panel, which was held
on May 31, 2014 in New York City. It is an ongoing
project with a goal and a group of people
dedicated to bring about change in literature.
EFFECTS:
• Politics
• Older Approach: brochures, pamphlets
• Newer Approach: email lists
EXAMPLE 2:
• #handsupDON’TSHOOT Campaign
SOCIAL ACTIVISM IS MORE THAN JUST HASHTAGS.
IT IS WHAT THE HASHTAGS REPRESENT, AND THEIR PURPOSE –
TO ADVERTISE.
ADVERTISEMENT:
• Lately, there has been a new type of marketing
going on, one that has placed a particular focus on
encouraging young females (into the STEM Fields).
• The method marketers are using is being considered
as “Soft Power Feminism.”
SOFT POWER (FEMINISM)
• Soft Power:
“A persuasive
approach to
international
relations, typically
involving the use of
ecomomic or
cultural influence,”
(Oxford Dictionary).
• Soft Power
Feminism:
A new kind of
promotional
marketing designed
to sell a positive
image/idea of
feminism to a
younger
generation.
• “Female Empowerment in Ads: Soft Feminism or Soft Soap?” in Ad Age.
• Marketers are using new strategies, no longer focusing on stereotypical images.
SOFT FEMINISM
EXAMPLE 3:
• #FeministPrincessBride
The dove brand has
been credited as
the cause behind
this new wave of
marketing.
BEGINNING: DOVE’S REAL BEAUTY SKETCHES
https://www.youtube.com/watch?v=lit
XW91UauE&feature=player_detailpage
Founder:
Stanford engineering
student Debbie
Sterling.
Purpose:
"prove to the world
that engineering for
girls is a mainstream
concept."
NOW: GOLDIEBLOX COMMERCIALS (PRINCESS MACHINE)
https://www.youtube.com/watch?v=V4BuUnim
p8s
END: ?
DRAWBACKS:
• Lack of reliability in the information.
• Trolls
DETRACTORS:
• Journalist Malcolm Gladwell, author of the article
“Small Change,” in the New Yorker.
• “Facebook activism succeeds not by motivating
people to make a real sacrifice but by motivating
them to do the things that people do when they
are not motivated enough to make a real
sacrifice,” (Gladwell).
#NOMOREHASHTAGS
• Hashtag conversations are short lived and easily forgotten (Khan-Ibarra).
• “In June of 2014, Shonda Rhimes gave a commencement speech at Dartmouth, in which she told students to pick a cause they loved and go out in the world and devote real time to it.
During the speech, Rhimes said: • "A hashtag is not helping. #yesallwomen #takebackthenight
#notallmen #bringbackourgirls #StopPretendingHashtagsAreTheSameAsDoingSomething ... Hashtags are very pretty on Twitter. I love them. I will hashtag myself into next week. But a hashtag is not a movement. A hashtag does not make you Dr. King. A hashtag does not change anything. It's a hashtag. It's you, sitting on your butt, typing into your computer and then going back to binge-watching your favorite show."
WORK CITED
Khan-Ibarra, Sabina. “The Case for Social Media and
Hashtag Activism.” Web. Huff Post. 25 Nov 2014.