You’ve heard it before: The Internet has revolutionized organizing. It brought you the Arab Spring, the Indignados and Occupy. But it has also produced legions of armchair clicktivists — those who only participate online and won’t budge off their butts.
While there is, of course, truth in both the half-full and half-empty views of online activism, there are also many innovations changing how we think about what online organizing is capable of and building clear pathways to support offline, real-world actions.
It’s high time to do a review of what’s out there. Not all these tools are brand new, but they are being used and matched with traditional organizing to leverage online entry to campaigns that will lead to offline support.
This past week, Strike Debt launched its Rolling Jubilee, an inspiring plan to buy up debt for pennies on the dollar and then abolish it. While relieving real, offline debt burdens, the action is intended to dramatize an unjust system and spur more widespread organizing and resistance. Supporting this work are scores of folks who have lent their Twitter feeds or Facebook accounts to promote the campaign. Donating your account is an easy way to amplify the message of a group you agree with. For a campaign like Strike Debt, it ensures that your messages not only get out, and get out exactly as you designed them. Donors determine the number of tweets or messages to give, and they can start or stop at any point.
Another interesting social media tool being used now by Making Change at Walmart and other groups allows people to sign up for a program that will identify their Facebook friends who work, or have worked, at Walmart and send them a message about OUR Walmart — the organization of Walmart employees who have joined together to demand their rights on the job. The Share For Respect app is a creative response to Walmart’s many attempts both to silence and to retaliate against workers who have spoken out about abuses they face. It turns Facebook into an educating, organizing machine.
Share for Respect is only one of the e-tools lifting up the Walmart worker campaigns. In advance of several weeks of strikes and other activities planned for Black Friday, the biggest shopping day of the year, a geographic, zipcode-based tool is being used to help people locate events closest to their entered zipcode, sign up for an event that was already created, or adopt a store and start their own event at “unadopted” stores. This tool is embedded in a platform that includes a number of other social network-powered capabilities that help people find physical storage space for materials, create event pages, and use tracking programs for petitions and letters-to-the-editor.
Since the striking workers will be foregoing even their usual low-wage pay, a WePay account was set up to donate grocery gift cards. Online donating is not new, but alongside this suite of other tools, this “Support a Worker” effort rounds out a whole set of options for supporters to choose from along the proverbial ladder of engagement, ranging from one click on a petition to donating to showing up at a store.
Harnessing the online world for offline activism has the added benefit of decentralizing the campaign and spreading both information and leadership to places that organizers involved in on-the-ground work are not able to reach. This can result in actions and strikes taking place where no other previous activity has happened, without direct connection to initial organizers in groups like OUR Walmart or Warehouse Workers United.
Additionally, a wide variety of information-gathering tools are being used by campaigns in different ways. Many campaigns begin with research — even just by documenting stories from the lives of people who have been affected by the issue in question. Currently on the Corporate Action Network website there is just such a survey, which is collecting information confidentially about returning veterans’ experiences at for-profit universities. Such institutions are making it tough for military veterans returning to the United States to get an affordable education. They have a history of targeting veterans and are becoming notorious recently for deceptive recruitment practices, low-quality instruction, crippling tuition, high dropout rates, and poor job placement. Documentation of theses stories can support a strategic campaign. Soon, the website will also include a secure link for corporate whistleblowers to use in reporting abusive practices within their institutions.
However cool these tools are, some people will still see the glass of online activism as half empty. “You can’t make a baby by kissing”; clicks alone won’t bring about the change in the real world. But there’s no telling what a click can eventually lead to once things heat up. Clicks can be gateways to significant actions that bring about real change.
So take all this with a grain of salt, but keep in mind that it’s worth a shot. The $64,000 question for organizers or campaigners has always been how to move people along the engagement ladder, especially in people-power movements in which levels of participation directly correspond to the chances of success.
You probably won’t win with the Internet alone, but with tools like these it is becoming a better and better place to start.
“The Internet has revolutionized organizing.”
Perhaps in some ways yes. And they seem to be a much better way of reaching an audience who does the shopping instead of it coming to you as with tele-marketers and junk mail. Opting in instead of opting out.
However, this site and every other site sends the message of their content being what’s important, as the MSM has done and does. Reaching others still requires trial and error, and can be tedious.
More so, in simple exchanges, the gulf on-line or in-person still is, and can be, much heated over a lack of common foundational elements, such as history, the basis of positions and attitudes.
And, along with that is the personality types, including apprehension and paranoia, reluctance to new ideas, or ways to proceed. Currently, there’s a tremendous barrier in seeing a future without resorting to the problematic past. This view is from attempting to communicate with so-called progressives.
I’ve heard of Ruckus being a portal to finding like minded people, but distance and circumstances leaves isolated pockets in rural areas which city people don’t have. It’s numbers, if action is required on the ground, as it seems, is The only way.
Among the articles we’ve published on technology in activism, I think it is rare to find pieces that aren’t ambivalent about the significance of the latest social media gadgets. As Mary King has made clear in her columns, social movements have always taken advantage of the latest technology accessible to them, in innovative ways. And as important as these technologies are, even more essential is always the capacity of a movement to mobilize the non-technological power intrinsic to human beings through their physical and social embodiment. “On the ground,” so to speak.
Loved this piece!
As someone that has had to come to terms with being an “online organizer,” I’ve been doing a lot of thinking about this for the past year or so… I’ve come to terms with the fact that one of the best ways to leverage my privilege is to get behind a desk and do work other organizers hate doing. I don’t know why we get all bent out of shape over this tool as opposed to others (see: “voting”), but i definitely share the anxiety and distrust and distaste for online work that others have. Online organizing means interacting with numbers on screens, and not faces on people. The work means interacting with objects and not others. It’s a whole different animal with somewhat different thinking than other tools we use.
That said, the more I do it, the more I realize that it needs to be in everyone’s tool box. There’s a lot of potential in it if we can get past this distaste some of us have. And we can’t forget that it doesn’t replace any other tool. The same logic that says online organizing “can’t make a baby” could be said of any tool we use (again, see: “voting.” or petitioning, or protesting, etc.).
I’m fond of another saying: “You can’t fix a computer with a hammer.” Meaning every tool needs to fit the job, and the corollary being there’s no way to judge a tool’s effectiveness without knowing the job it’s doing. Online tools need to be judged like all tools – based on the job they need to do.
Keep writing Nadine! It’s a treat to read.
Thanks Jon! I understand and really appreciate your reluctant acceptance of adoption of these on line tools! You also hit the nail on the head mentioning one of the great things about the online tool set– very accessible and measurable actions ( so many shares, so many hits on a page, delta hits from one day to the next, etc…). Then, of course, we need to compare the metrics on line to what happens in the real world– and we can do that, then judge effectiveness, and follow it up by making an informed decision about whether or not its serving our goals…. (we do have goals, don’t we?!)
The war against IMPERIALISM, is nonviolence… In GOD we TRUST CAPITALISM: Is the KINGS narcissistic PHILOSOPHY> The END justifies the MEANS> The MEANS justifies the END> INTELLECTUALIZED MYTHOLOGICAL DOGMATIC subliminalized PRAGMATISM…
The BIBLE is an IMPERIAL document… The END justifies the MEANS> the MEANS justifies the END> SODOM & GOMORRAH, babies and children were MURDERED> GOD’s WAY or you BURN in HELL…
The history of IMPERIALISM> SUBLIMINALISM…???
As a visual medium, the purpose of the Internet as far as an organizer is concerned is to make injustice visible. That is what Martin Luther King did with television.
For an entire week in 1963, images of police dogs and fire hoses used to attack non-violent demonstrators in Birmingham, Alabama flashed on TV screens all across the country. Those pictures moved people to open their eyes and hearts to racial inequality. Suddenly, millions of people who had been on the sidelines of the civil rights movement became opposed to segregation.
TV by itself was a disruptive force in the 1950s and ’60s. But it was not until the evil of segregation was channeled onto TV screens that people stood up and demanded change. Letters were written, phone calls were made, and donations were given. The groundswell of anti-segregation sentiment and activity allowed President Johnson to find the support he needed in Congress to pass the Civil Rights Act of 1964.
Today, the Internet by itself is disrupting everything. But not until the Internet is used to broadcast clear injustices will it ignite a sense of righteousness in people of good will. This is one goal of Ppoll Now, a new civic engagement program designed to expose any injustice in laws passed by Congress.
The Internet has not revolutionized organizing any more than the television revolutionized organizing. But as soon as it is used to show us pictures of injustice, it will revolutionize the U.S.
Here’s a resource that might be interesting for those who want more–
Blogs and Bullets –New Media In contentious Politics,
http://www.usip.org/publications/blogs-and-bullets-new-media-in-contentious-politics
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