Social media and internet activism

Nowadays, the power of technology is greater than what we could not even imagine a few years ago. Nobody will deny that we are living in a strange time, when a certain phenomenon called social media has occupied our thinking process. Massive streams of information or data have increased our appetite for knowledge in different forms with all kinds of digitised tools and means.
With the increasing use of the social media, there has been a noticeable surge in on-line dissemination of information and also on-line activism. The response of society in general regarding on-line reporting and activism is still a mixed one. There is a perception that online activists lack real commitment and do not contribute to meaningful change.
It is understandable that low input activity in the internet causes low impact. However, new media strategies have the potential to deliver results more quickly than even field-level activism. Activism should not be judged by its medium or the amount of effort contributed, but by the way information is disseminated on-line and how it causes individuals to act on issues. In this context, there is no way one can undermine the efficacy of on-line activism.
The cyber-sphere today can lead self-motivated people to achieve a common goal with a collective vision.  This is done by sharing information through Tweets, Facebook and e-mail. Sharing a political message or video creates a personal connection with the issue and closes the credibility gap since people are more likely to support an issue if they see their friends endorse or post it online. This act of sharing information may persuade social network contacts to consider taking a position on the issue. Thus, activism on social media increases the relevance and credibility of the issue, while influencing people towards a particular discourse.
Moreover, what was once defined as effective activism is changing due to the capabilities of interconnected social media networks. The way individuals respond to problems and show their support is shifting as more people engage and share their opinions through the new media. Activist groups are distancing their efforts from the press to achieve their goals because a story can connect to audiences faster through social media networks than traditional forms of media. The Arab Spring captivated the attention of millions overnight using the YouTube and social networks before the mainstream media covered the issue. Eventually, press coverage may become a secondary priority that follows the implementation of new media tools to spread messages and mobilise support.
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