Digital Activism

Digital Activism is the practice of using technology to be involved in inciting political or social change.

Many people use this medium to gain followers or supporters giving their movement more power and public attention. The virtues of digital activism are gaining more public attention, sharing opinions more widely and uniting and motivating like-minded individuals. The limitations are distraction leading to apathy and control and surveillance on the use of technology and information available.

The two models of digital activism that interest me most are those of Joyce (2011) and Sivitandes and Shah (2011). Joyce’s model is based on the idea that digital activism is both positive and negative with political apathy and political engagement as well as citizen repression and citizen empowerment are all possible.

                                                                   (Joyce, 2011)

Stivitanides and Shah (2011) consider that people’s opinion on digital activism falls into three categories; optimists, pessimists and persistent. The ‘optimists’ view is networks throughout the digital world will equalise the power between those at the top and those at the bottom and secondly the user will be able to create meaning through their chosen medium and therefore create a more egalitarian society. The ‘pessimists’ view is that digital activism allows surveillance and control over citizens. They also believe that hackers and people with undesirable intensions will use this medium for their personal gratification at the detriment of others. The ‘persistent’ view is similar to the pessimist except they believe it will only change within itself, that is it will only change the operation of activism and that the technology is not as effective in promoting real world activism.

Activists such as Adbusters use culture jamming as a means to turn advertising in on itself. They manipulate the system and the campaign to turn people against the companies that they believe are unethical. A successful campaign was Black Spot Shoes which exposed the off shore ‘sweat shops’ used by Nike. Adbusters used the ‘Rethink the Cool’ slogan and they successfully convinced many Nike wearers to switch to ‘Black Spot’ shoes which are an environmentally friendly and ethically produced footwear (Adbusters, 2013).

Here is one of my favourite takes from Wayne’s World. They do a great job of ‘culture jamming’. Enjoy….

                                                          (Waynes World, 2011)

Reflection:

I am not a big consumer and only shop for necessary items and even though the brand is not important, I do like quality. I try to buy environmentally friendly products and ‘free range eggs’. This is because I have seen videos from digital activists on cruelty to chickens, the effects of manufacturing on the environment and how people in third world countries are used for capitalist gains. Christmas is the only time I shop for pleasure, as I enjoy giving gifts.

What type of consumer are you?

If you were a digital activist would you be an optimist, pessimist or persistent?

References:

Adbusters, 2013. Black Spot Shoes. [Online]
Available at: https://www.adbusters.org/campaigns/blackspot
[Accessed 6 January 2014].

Joyce, M., 2011. Complex and Contradictory-A new way to think of digital activism. [Online]
Available at: http://www.meta-activism.org/2011/08/complex-and-contradictory-a-new-way-to-think-of-digital-technologys-effects/
[Accessed 8 January 2014].

Joyce, M., 2011. The proof is in the pendulum: A history of digital activism and repression. [Online]
Available at: http://www.meta-activism.org/2011/09/the-proof-is-in-the-pendulum-a-history-of-digital-activism-and-repression/
[Accessed 8 January 2014].

Srinivasan, N., 2011. Digital Activism: A look back. [Online]
Available at: http://www.meta-activism.org/2011/06/digital-activism-a-look-back/
[Accessed 8 Janurary 2014].

Waynes World, 2011. I will not bow to any sponsor. [Online]
Available at: http://www.youtube.com/watch?v=KjB6r-HDDI0
[Accessed 5 January 2014].