There are 3.8 billion smartphones in usage globally. Just to put that into perspective, nearly 50% of the world owns one. The users on large social media platforms –Twitter (353 million), Instagram (1.074 billion), Tik Tok (689 million), and Facebook (2.6 billion) — bombard you with content 24-7, depending on topics of interest. Be mindful of your choices; the algorithms on these platforms are cyberspace functionality.
We can discuss the impact on behavioural change another time. At this level of connection, these platforms can influence, unify, and focus hearts and minds on issues of systemic injustice. Is this where social movements need to get strategic on how they play? Social media creatives now possess powerful tools. They know how to grab people’s attention.
What is social change?
A University of the People webpage, “What Is Social Change And Why Take It Seriously” defines social change:
Social change can be defined as the way in which human interactions, relationships, behavior patterns, and cultural norms change over time. These changes ultimately transform cultural and social institutions, concepts, and rules, which will inevitably impact society for the long haul.
The very nature of our existence is to find belonging, locate our tribe, and matter. At its core is connection. We all have values, norms, beliefs that have shaped our identity since birth. These can change over time dependent on the environments we experienced. These experiences flex as we transition through life. Each one can unite or challenge how we view the world. Social movements are created when a motivated group of people wants to challenge systems that are oppressing the rights of others.
Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it’s the only thing that ever has.
Margaret Mead
These systems can take many forms. However at the heart of the action lies in advocating, developing, and implementing change in social justice issues. These cover education, housing, food poverty, domestic violence, prison reform, social security, climate change, mental health, and data protection—not an exhaustive list. Shared experiences from those who have lived through these issues fight to create a more equal society.
Our world is dominated by technology. Instant gratification abounds. Fighting for a more cooperative, peaceful, and rights-based quality of life requires patience, time, and self-determination. This is where the real warriors can be found. We can all feel empathy anger and frustration when our foundations are being rocked. However, for most these feelings recede as they manage their own lives, and what impacts them.
Due to the power of social media, we can connect with others across the globe at a rapid speed. This has increased the rate at which laws, rules, and regulations built on inequality can feel the spotlight at the touch of a button. Grassroots movements with 5 volunteers, no finance, marketing budget, or resources of any kind except a unified mission, can now amplify their voice tenfold. How?
Social Capital. Before the dawn of the internet mobilizing large groups of people could be undertaken via brilliant orators broadcast media and print media. Dependent on the issue being challenged these means of communication could be embargoed. Indeed propaganda machines were commonplace during times of mass manipulation of citizens.
One of the great liabilities of history is that all too many people fail to remain awake through great periods of social change.
~~ Martin Luther King Jr.
Today, alliances, networks, associations, and cooperation based on values of trust, interpersonal relationships, and common cause can raise awareness of any issue through social media mobilization.
Problems are created when hidden profiles, trolls, or those who want to negatively disrupt other’s actions come to the surface. In this sense, social media can unite/divide public opinion in equal measure. Nonetheless, its power to create discussion, debate, and get people talking is without equal.
The fundamental law of human beings is Interdependence. A person is a person through other persons.
~~ Desmond Tutu
So how does social media affect change?
The Manchester United soccer player Marcus Rashford used the power of social media, petitions, and his influence to reverse decisions taken by the U.K. Government during Lockdown. These decisions were to prevent the cessation of free school meals for children. Cultural shifts have utilized the power of social media over the past decade. We need only review the #MeTooMovement #BlackLivesMatter #StopFundingHate #WomensMarch #ASLIceBucketChallenge #BringBackOurGirls 8 Massive Moments When Hashtag Activism Really Worked (globalcitizen.org)
There is no act too small, no act too bold. The history of social change is the history of millions of actions, small and large, coming together at critical points to create a power governments cannot suppress.
~~ Howard Linn
Most of us are equipped with a smartphone. If you feel passionate about being heard and raising awareness of an issue that impacts you. There is a cost-effective way of communicating that message so others get behind you. Turn on the video, and say some shit. That’s how quickly your voice can resonate with others. People love authenticity, so you don’t need to be a fantastic public speaker. Just take action and do it.
Once others begin to mobilize behind you the power of social media can mushroom. What started as one man and his smartphone can hit 20,000 views in 30 minutes. I know, it happened to me! What made my voice connect with others? Understand you’re why, and speak with knowledge of the issue. Adding value is crucial. Putting yourself out there is the only way to get heard.
How will you build momentum?
Storytellers can change the world. Time to get the tactics in position ready for deployment. Why has this motivated group of activists got together? It is essential to get hyper-focused at the outset on not only the issues you want to tackle but what skills each member/volunteer can add to this mission. What existing networks can you join? Are there alliances that can aid in the communication of your voice? Strategic relationships are paramount at these early stages. How will you build momentum? Are you utilizing Facebook groups as part of your approach? Exploring all avenues for increased awareness is a must. Don’t negate any of these.
Some people spend large parts of their days scrolling through constant feeds on social media. Once a particular story catches wind it can spread like wildfire across the globe. When the issue is emotive, powerful, and highlights a real injustice (Video recording) it adds significant weight to reengineering social power. Combining activists, creatives and thought leaders can create a powerful communication medium. Are you ready to harness the power of social media to drive social change? It’s a tool you need in your arsenal.
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