The Power and Pitfalls of Social Media Activism

With the current state of the world, we are so lucky to be living in a time where the internet is prominent. Where we can easily access news and learn about the current issues of the world in just a few clicks.

We are also able to freely share our thoughts to the world. Social media platforms gives us a myriad of spaces to discuss and advocate around various conflicts. Allowing us to rally in favour of causes that matter to us. I often see this through reposts on Instagram stories detailing various crises’ occurring around the world. We are now able to take immediate action on global issues, through means like signing petitions or donating online, leading to real-world impact and change.

An example of how social media has amplified voices would be the Black Lives Matter movement (BLM). In response to the death of Trayvon Martin in 2013, what began as a trending hashtag, turned into a global movement. Social media aided in highlighting police brutality and systematic racism that occurred in the United States, gathering millions to participate in protests, sign petitions, and demand policy changes.

Source: AP Photo/Charlie Riedel, File

Another example is the #MeToo movement, which gained traction on social media in 2017. This movement empowered survivors of sexual harassment and assault to share their stories. This created a sense of solidarity and sparked widespread discussion about gender-based violence. The viral hashtag led to significant social and cultural shifts, including increased accountability for perpetrators and heightened awareness of such abuses.

Source: Lynn Friedman.

However as I scroll through Instagram, I sometimes wonder if people repost stories due to societal pressure, not wanting to be judged for not reposting anything or to appear as an ‘ally’, just to boost one’s social capital. Showing support online is a good thing, but when driven by the desire to gain social validation, it becomes performative.

This is done when there isn’t much understanding about the situation, when you're standing for a cause without really knowing why, only because everyone else is doing it.

As harmless as it may seem, the oversaturation of superficial posts, dilutes the effectiveness of genuine efforts and may result in the spreading of misinformation or unknowingly spreading propaganda.

An example of this can also be seen from the Black Lives Matter Movement. During the Blackout Tuesday initiative on June 2020, a day intended for reflection and solidarity, involved users posting black squares on their Instagram feeds. While the intent was to show support, the influx of black squares under the #BlackLivesMatter hashtag inadvertently drowned out critical information and resources being shared for protests. This incident highlighted how well-meaning actions could unintentionally hinder the cause they aim to support.

Source: CNBC

A more recent example is the AI-generated Instagram story featuring the phrase "All eyes on Rafah" amidst depictions of Rafah tents, garnering over 50 million shares. While this story aimed to draw attention to a critical issue, it also highlighted a significant problem: the sanitization of reality. The neat and tidy AI-generated image starkly contrasted harsh realities on the ground, potentially casting doubt on what is truly happening.

  Source: QubixStudio

However, the importance of social media in driving authentic activism should not be overshadowed by ingenuine acts. Social media continues to be a powerful platform for elevating the voices of marginalised and excluded groups.

We should use social media to genuinely support and spread awareness about causes we care about, without seeking personal recognition. Engage with social justice issues sincerely and constructively, rather than using them as a means to gain validation.

For those who have shared posts or participated in online movements, don’t be discouraged. Your effort to raise awareness is a step in the right direction. Every post contributes to a larger conversation, helping to inform and educate others. Effective activism goes beyond the digital world—actions like signing petitions, donating to reliable sources, and making lifestyle changes, are more impactful than just reposting content.

While social media activism has its pitfalls, it remains a powerful tool for change. By striving to understand the issues deeply and promote genuine actions, we can move beyond performative gestures and make a meaningful impact