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April 4, 2012
Volume 63 | Issue 18
THE PACE PRESS SERVING PACE UNIVERSITY’S MANHATTAN CAMPUS SINCE 1948
Activists turn to #socialmedia to spread their message Internet pushes various movements forward provoking millions to get involved ERICK MANCEBO Features Intern Activists looking to affect change know that in order to wage a successful campaign, they must harness the power of the Internet. While some have found moderate success, social media has allowed activists to turn their campaigns viral, sending their message to anyone with a Twitter or Facebook. As social media networks have become so ingrained in modern culture, activist organizations have found it easier to create full-fledged grassroots movements with little effort, surprising analysts and social media experts. With the 2010 Haiti Earthquake and 2011 Japan Tsunami, social media analysts saw the power of a mobilized Internet community as donations to the two causes surpassed billions. Other online activists have tried to use the Internet in the same way, hoping to catapult their message. More recently, the February shooting of 17-year-old Trayvon Martin sparked a tremendous online response. George Zimmerman, who allegedly shot Martin and has not yet faced any criminal charges, has been put in the center of an online-driven campaign calling for an investigation of the incident. The “Justice for Trayvon” movement has sparked massive public demonstrations and protests, culminating at last month’s march in NYC. In another example of online activism going viral, the 30 minute Jason Russell narrated “KONY 2012” video managed to garner over 80 million views on YouTube in just three weeks, sealing Invisible Children’s fate as one of the most successful Internet activism campaigns in recent memory. Millions of people helped share the video throughout social media websites like Facebook, Twitter and Tumblr. The sudden success of the campaign for Martin and Invisible Children’s video re-energized the on-going discussion about the power of social media to spread messages and news, but more importantly, brought about questions about new media’s power to truly affect change. The Trayvon Martin campaign seems to be shaping up to be a success. Demonstrators who heard the story were inspired to act in the physical world, rather than simply ‘liking’ a Facebook page or pressing a retweet button. The actions of the demonstrators have managed to affect a real change, with the federal government and officials in Florida, where the shooting took place, both considering launching investigations into the shooting. Freshman Danielle Carella is wary of some social
KONY & MEDIA continued on PAGE 11
YouTube has been an integral part in social media activism. Photo illustration by HILDA ADENIJI | The Pace Press
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