// Posted by Nicola on 11/03/2014 (10:02 AM)
While protests have occurred throughout time, the shift into the digital age has witnessed a new method of doing so – online. This media activism has spurned some successful and not… Read more
While protests have occurred throughout time, the shift into the digital age has witnessed a new method of doing so – online. This media activism has spurned some successful and not so successful protests in recent memory. Moreover, it has raised some interesting questions regarding the role of the Internet and social media as a tool for activism. Drawing on these ideas, the fourth experience that I found myself participating in was a protest – both on and offline.
Having never participated in one, I wasn’t sure what to expect. Would we be aggressively promoting our cause? Or would it be a more peaceful demonstration? After voting to protest for a cleaner lake here at the University of Richmond, we were given the direction to bring along props to aid our demonstration. I decided against donning any sort of anonymous mask. While the idea behind making oneself anonymous can be very effective and has been utilised in protests such as the ‘Occupy Wall Street’ movement, I felt that given the subject of what we were protesting it wasn’t as relevant. Instead, I decided to wear a self-made visual sign with an image of Blinky (the three eyed fish from The Simpsons). I thought that this popular culture reference would be both humorous and easily identifiable for my peers in association to our concern regarding the lake.
As we began preparing, it became clear that we would need to apply some ingenuity and flair in order to be noticed and truly heard. To some extent then, a protest can be seen as an advertising campaign. You must be able to sell your ideology or the movement won’t pick up enough of a following to make any noticeable difference. We deliberated as to what would be most effective? Fear? After all much of the American public’s attitudes and beliefs are shaped by fear (see recent cases of Ebola) Or would we use humour? Or perhaps be shocking and controversial? And we couldn’t forget the importance of visual material! But first we needed a name, hash tags and a slogan for our project. Looking to some of the more successful protests that were also rooted in an online environment we recognised the importance of a simple, yet effective name and associated tags. For instance, in the case of Occupy Wall Street, their slogans “We are the 99%” and “This is what democracy looks like” were short, to the point and easy to adopt.Drawing upon this approach, we decided on the following:
- Name of project: cleanURlake.
- Hash tag: #URecoli #cleanURlake
- Slogan: I spy E-coli
With our name finally decided, we proceeded to create posters and flyers as well as setting up a variety of online environments whereby we could conduct our protest and spread the word. Twitter, Tumblr, Facebook, Instagram and email accounts were all activated. A Yik Yak (a popular social media app here on campus which allows people to anonymously create and view posts within a 1.5 mile radius) was also sent out. By establishing a variety of different social media accounts we aimed to boost our online presence and increase our chances of the campaign going viral. After all, the importance of information going viral in the digital age is paramount. Our culture thrives off of the viral video, image, and other media formats. Given that so many individuals (at least in the Western world) primarily access their information via the Internet, and particularly social media sites, any viral content will be likely noticed. However, with that said, getting something to go viral is no easy feat. There isn’t a rulebook or guidelines to doing so, but involves a fair bit of ingenuity and luck. Perhaps if we had had more time we could have also put together a video, seeing as a viral video can provide unprecedented publicity, ‘…the movement has spawned celebrities – like LaGreca, who lambasted a Fox News reporter in a YouTube clip that went viral…’ (“Inside Occupy Wall Street” in Rolling Stone) and has even helped kick-start profitable careers (Grumpy Cat).
However, the inherent difficulties of conducting a protest became apparent fairly quickly. While it was easy enough to go outside in front of the library with signs and flyers to give out to fellow students and faculty, the physical act of rallying IRL (in real life) does require one to be completely uninhibited. As a more reserved, non-confrontational individual the idea of chanting and screaming was difficult for me to immerse myself in. However, I was not alone as our predetermined chant, “Dirty lake, what’s at stake?” (Everyone loves a chant that rhymes!) remained dormant. Here, our small numbers (only seven of us) also perhaps hindered the effectiveness of our protest. After all, protests are often bolstered by “bodies, accompanied by noise” and in the case of Occupy included ‘…bongos and tablas and tambourines and full drum kits with snares.’ (“Inside Occupy Wall Street” in Rolling Stone)
Further, while I thought the group’s horizontalism approach was a clever idea given its popularity among more contemporary protests (i.e. Occupy Wall Street), it was certainly no without its flaws. In implementing this method, it took a long time to come for my peers and I to reach a decision regarding what the core ideas of the protest were and what the name/slogan/hash tag would be. While we were all provided the chance to shape the protest, it ultimately highlighted how pertinent a single leader and voice can be in executing ideas, and ultimately a successful protest.
Nevertheless, the experience did raise a pertinent issue in the digital age as to whether activism online can ever replace a physical protest. I’m not convinced it can. While it is easy to like or follow an online protest movement, the problems of such “slacktivism” arise. Just because an individual hits ‘Like’ or ‘Share’ on various social media sites, does not solve the issue at hand. It may generate buzz and therefore garner attention in the media, but how long that attention will last is questionable. A new issue may arise and simply push it to the background. This flaw in online activism has seen the failure of such campaigns (I.e. ‘KONY 2012’ and ‘Bring back our girls’ among others). Moreover, online activism is just as risky as real life protesting. While many may think they are safe behind a computer screen, this is certainly not the case as demonstrated most recently in the current protests occurring in Hong Kong. As reported in The Wall Street Journal (October 19 2014) by Gillian Wong, ‘A man was arrested on suspicion of posting messages online that urged people to gather and agitate at a protest site…’ Wong further goes on to note the impact of such an arrest, stating that, ‘The move—one of the first such arrests during three weeks of demonstrations—could potentially chill the protesters’ use of the Internet and social media to mobilize large crowds.’ Thus, it is clear to me that the two (online and IRL) aren’t mutually exclusive and work far better when utilised together (again demonstrated by Occupy, the Tunisian protests, etc.).
While it was difficult to document during the protest given that we were so actively involved, I did manage to take a few screenshots and pictures to aid with writing this reflection. Also, in order to remember some key facts while protesting, I typed them into my phone using my notes app. However, what was particularly useful as a piece of documentation was an article written about the protest by a reporter for the University of Richmond’s independent student magazine, The Collegian (to read it, click the following link: http://www.thecollegianur.com/article/2014/10/e-coli-levels-in-westhampton-lake-inspire-protest). This article also served as a reminder of the protest and provided a more objective view of the event itself.
Ultimately, while we may not have introduced a deafening noise into the signal, I believe our protest certainly brought to light a genuine environmental concern on campus. After all, while protests at my home university are a daily occurrence, with students constantly lining the main pathway chanting various slogans and bombarding any passers-by with flyers, here there seems to be little to no student activism. While many (including myself) often try to dodge the constant harassment and groan about the influx of information, this experience certainly provided me with a new perspective on just how hard it is to effectively protest – whether it be IRL or online. Next time I’m approached or handed a flyer I will certainly think twice before hurrying off!
For more information, check out the protest online:
- Twitter: #cleanURlake
- Instagram: @cleanURlake
- Email: firstname.lastname@example.org