Hashtag activism emerged on social media and remains a popular method of campaigning for or against an issue. Users can protest an incident or raise awareness of a social problem with a click of a button with very little personal investment. Yet, for all its ability to raise awareness, hashtag activism seems like “activism light.” Can it really accomplish anything? In this post, Ami Stearns discusses how the #notbuyingit campaign has actually created real world change and argues that hashtag activism can be a form of effective feminist praxis.
Digital campaigns seem to appear out of nowhere, only to quickly disappear from Facebook, twitter, and the public’s attention. Remember #Kony2012? Suddenly, everyone from college sophomores to retired grandmothers wanted to bring attention to this previously unknown Ugandan warlord and his child army. But what real good came of “liking” the issue or hashtagging Kony’s name all over twitter? Was real change enacted? This type of awareness-raising campaigning has been called “slactivism” because it only requires tapping a computer key in order to feel that something has been accomplished. Hashtag activism has the ability to communicate complex problems succinctly and quickly, as well as mobilizing users efficiently. Also, hashtag activism does not involve the personal sacrifice or time investments usually required by in-person protests or campaigns. The phenomenon of digital activism begs the question: how effective is it?
The Miss Representation organization is a non-profit group dedicated to fighting back against the misrepresentation of women in the media and in larger contexts. Their website reinforces their activist orientation, stating: “Consumers are using their power to celebrate positive media and advertising, and challenge negative media and advertising”. Miss Representation even has a phone app to assist users in digitally protesting negative and sexist portrayals of women in commercials, in the news, and even in products. Using the hashtag #notbuyingit, twitter users can target the offending company and hope to see real change take place.
This hashtag activism has succeeded in a number of instances. Continue reading