ONLINE ACTIVISM
CREATING OFFLINE CHANGE
What is the difference between revolution tools and a revolution?
Social media is a relatively accessible resource that can be used to broadcast thoughts globally. These, amongst other factors, confuse some into thinking social media can create revolutions. Ironically, the opposite is true. The amount of content we are bombarded with daily online makes it harder to get what you want to say heard or seen online. Use of social media does not necessarily create tangible offline change. When creating a successful online campaign, you must not forget the offline components. It is only a combination of online and offline strategy that can create tangible offline change. Slacktivism and activist fatigue will be the downfall of your campaign if it is not backed up with a passionate group of people who are willing to devote their physical presence and time or come up with alternative solutions to the issue at hand.
Social media is a great tool for creating widespread awareness and gaining ‘followers’ for your campaign but again this is easier said than done. The issue must be important to the person you are trying to involve, otherwise they are unlikely to support your cammpaign. The content you produce on your social media platforms must be engaging, shareable and relatable to your demographic.
The Internet alone cannot cause a revolution. At the end of the day it is people who are behind the keyboards and screens, and online campaigns must appeal to our our values and beliefs - essentially, our humanity.
Social media is a tool that helps a campaign. You cannot rely on it alone to carry out the action or to change an issue that was already brewing.
Ultimately what we have uncovered throughout our research is that online action and offline change go hand in hand. It isn’t an either/or situation. In contemporary society, neither would be possible without the other.
Clicktivism is not a bad thing. As long as there is a group of passionate people to carry through with the intention of the movement, online activism can definitely contribute to tangible offline change.