Keynote Address: Using Social Media to Combat Extremism

T r i b e s and Communities The Societal Challenge of Social Media Mary Joyce | Oslo, Norway | October 14, 2011

Two Uses of Social Media Social media can be either of these Tribe Community Media Media homogeneous heterogeneous divided inclusive aggressive to welcomes outsiders outsiders demands appreciates conformity difference

Two Examples of Tribe and Community Media

Examples Tribe Community Media Media

Some Important DecisionsSocial media connects us,but it does not help usdefine who us is.Who must decide thecharacter of social media.

Some Important DecisionsHow can social media help uscreate an inclusive Norway?

How Do Tribes Emerge?

How Do Tribes Emerge?If we want to stop Tribeswe need to know how they start.

How Do Tribes Emerge? Myers and Bishop Experiments (1970)Racist and non-racist students are divided into groups.

How Do Tribes Emerge? Myers and Bishop Experiments (1970) Start of Experiment More Racist Group Less Racist Group Less Racist Neutral More Racist Then they were asked to discuss their views. What do you think happened?

How Do Tribes Emerge? Myers and Bishop Experiments (1970) End of Experiment More Racist Group Less Racist Group Less Racist Neutral More Racist Do you see what happened?

How Do Tribes Emerge? Myers and Bishop Experiments (1970) End of Experiment More Racist Group Less Racist Group Less Racist Neutral More RacistWhen isolated, the views of each group intensified. Racists became MORE racist. Non-racists became LESS racist.

Lessons for Norway What does this teach us about far-right sites? In a place where extremists meet alonethey reinforce each other and become more extreme.

Two Strategies: Engagement and Monitoring

Strategies for EngagementIt’s time for the community toengage with the tribes andchallenge their hateful beliefs.The goal is not to change theminds of hateful people, but toprevent them from spreadingtheir ideology.

Strategies for EngagementLesson 1: The tribe is part of the community.They think they are apart.But really they are a part.They are connected to the larger community.

Strategies for EngagementLesson 2: So you have the right to participate.Remember to be strategic.Engage where they are trying to recruit new members.What sites in Norway fit this description? Image Source: http://www.bodylanguagesignals.com

Strategies for EngagementLesson 3: But they still won’t want to engagewith you. Threats Insults Ignore

Strategies for EngagementLesson 4: Remember the 3 P’s - Positive, Patient, Proof Tribe Community Behavior Behavior aggressive, angry, positive negative emotional patient false claims and proof prejudices

Strategies for EngagementLesson 5: Have a strategy for what to engage with. Content Type Description Engage? False Claims uses false information to Supporting defame a group ? Prejudice attacks a person/group because of collective Hate Speech characteristic (gender, ? religion, ethnicity, etc) Incitement to serious threat of violence ? Violence against an individual or group an opinion you disagree with Opposing View but that does not incite hatred ? says something offensive just Trolling to annoy you ?

Strategies for EngagementLesson 5: Have a strategy for what to engage with. Content Type Description Engage? False Claims uses false information to Supporting defame a group Yes Prejudice attacks a person/group because of collective Hate Speech characteristic (gender, Yes religion, ethnicity, etc) Incitement to serious threat of violence Yes Violence against an individual or group an opinion you disagree with Opposing View but that does not incite hatred No says something offensive just Trolling to annoy you No

Strategies for EngagementLesson 6: Ask your allies to help with engagement.Especially if they share characteristics with the tribe. •Religion •Ethnicity •Age •Interests •LocationTheir words will be more persuasive.

Strategies for Monitoring

Strategies for Monitoring Citizen journalists can watch and report. Image Source: Flicr/Jesse757

Strategies for Monitoring Far-Ri ght Watch ess shining a li ght on the darkn You only need a few people to start a free monitoring blog. Image Source:templatemonster.com

Strategies for Monitoring Far-Ri ght Watch ess shining a li ght on the darkn The site can also be used for activism. Image Source:templatemonster.com

Strategies for Monitoring for Journalists Far-Ri ght Watch ess shining a li ght on the darkn ...and it can influence the mainstream media. Image Source:templatemonster.com

Comparing Strategies

Comparing Strategies Engage Monitor harder easier high low confrontation confrontation their turf/ your turf neutral turf careful planning just decide which and discipline sites to watch

The GoalThe goal is that most citizens decide tojoin of the community, not the tribe.That is when you win.

Keynote Address: Using Social Media to Combat Extremism

by Mary Joyce

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