Can Movements Move Media?Ethan Zuckerman (@ethanz)MIT Media Lab/Center for Civic MediaHighlands ForumMay 21, 2012
Cultural                                  Legisla-ve                                  Decisionmakers                      ...
cc flickr photo by Brandon Doran
- Why media-centric activism is so popular                                  - Why there’s reason to believe it can work   ...
cc flickr photo by karaface                             theories of change: legislative
associated press                   theories of change: authority
theories of change: cultural
theories of change: service
social              petition sit-in march media    celebrity   ...legislativeauthorityculturalservice                     ...
social              petition sit-in march media    celebrity   ...legislative     X              Xauthority       X       ...
tactic: DDoStheories of change: authority, culture
social              petition sit-in march media    celebrity   ...legislativeauthority                          Xculturals...
petition sit-in march media   celebrity   ...legislativeauthorityculturalservice
I CAN HAS PROTEST?                     achievable
testable
trackable
shifting the frame
social marketing
photo by AFP
2008
2010
cc photo by urimal   broadcast mirror
“Thank you, Facebook, Al Jazeera” - Tahrir Square
Ben Ali    Gaddafi  Tunisia     Libya3.5 weeks   6 monthsMubarak       Saleh  Egypt       Yemen2.5 weeks   13 months       ...
shutdown
contesting the frame
join                                          leadership                               organize                           ...
join                                          leadership                               organize                           ...
90-9-1
Grant Oyston
analysis by FAIR
440,000 accounts$4.5 billion40,000 in one day
digitally-coordinateddirect and consumeraction
revolution
revolution?
thanks!ethanz@mit.edu
Highlands Forum 2012
Highlands Forum 2012
Highlands Forum 2012
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Highlands Forum 2012
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Highlands Forum 2012
Highlands Forum 2012
Highlands Forum 2012
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Highlands Forum 2012

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A talk about attention-focused activism, given to Highland Forum in Irvington, VA, May 21, 2012 by Ethan Zuckerman

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  • tools we’re well acquainted within creating net culture become the tools of protest - cute cat theory, same tools we used to make cute cats are potentially effective political tools\n
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  • Harvard School of Public Health's Center for Health Communication, Jay Winsten, Harvard Alcohol project\n
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  • social media often needs an interpreter - what Global Voices does for participatory media worldwide - translate, contextualize, filter. Nawaat was able to interpret events for Arabic, French audiences based on their long history of activism. Bridge figure between the Tunisian community and global audiencesell and if you know how to use media well, you’ll be more powerful when revolutionary change occurs. \n
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  • worth unpacking the most distant - and best understood - of the protests, Tunisia, to understand what mechanisms we believe to be at work. Little protest in Sidi Bouzid somehow turned into mass popular protest and the ouster of the President... more remarkable because there's evidence of similar protests in small towns being crushed before they could spread.\n
  • gafsa 2008\n\n
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  • (add phone to image)\none difference is the media ecosystem:\nmobile phone video - facebook - nawaat - al jazeera\n\n
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  • photo on the left got a lot of play - photo on the right didn’t, but is at least as important\n\n
  • power of surprise - increasingly hard to oust\n
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  • as you move up this ladder, increasing time, responsibility, authority\ndecreasing numbers who climb the ladder\nclimbing it depends on:\n- peer influence - are the people around you doing it\n- are you convinced by the rhetoric\nneed for a revolution to be capable of surviving some scrutiny - if you believe the leaders of a revolution are pocketing your money, or have other intentions, less likely to sign on... and your skepticism helps sway your friends\n
  • as you move up this ladder, increasing time, responsibility, authority\ndecreasing numbers who climb the ladder\nclimbing it depends on:\n- peer influence - are the people around you doing it\n- are you convinced by the rhetoric\nneed for a revolution to be capable of surviving some scrutiny - if you believe the leaders of a revolution are pocketing your money, or have other intentions, less likely to sign on... and your skepticism helps sway your friends\n
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  • asked where the money was going and pointed out more goes for awareness than for assistance on the ground\n\n
  • cautionary tale - serious backlash from Ugandans, who felt they weren't represented within the narrative, including a riot at a screening in northern Uganda. backlash from human rights pros who noted that the facts were wrong\nintense scrutiny of org finances, religious ties - ultimately, founding members left the org and the most visible figure had a nervous breakdown\n
  • people get sick of attention-raising - critique of IC was that it overfocused on attention and mobilization, roughly two thirds versus a third on direct services in Uganda\n
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  • one of the actions Occupy has helped support has been very widely praised -not an occupy event\nBank Transfer Day - roughly a month between an increase in Bank of America fee increase and retraction, 440k customers, $4.5 billion switches to credit unions, including 40k on November 5...\n
  • benefit for participants - better service than they'd gotten from BoA\npressure on an authority - got BoA to change policies\nused media to coordinate and to spread attention, but impact based on widespread participation\n
  • technologically coordinated direct action\nif shirky's theory is that tech makes group formation ridiculously easy and therefore rapid mobilization, suggest that this is the emerging territory for social movements\n\n
  • carrotmob - tryingto make it possible to coordinate in ways that put positive pressure on corporations\n
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  • Highlands Forum 2012

    1. Can Movements Move Media?Ethan Zuckerman (@ethanz)MIT Media Lab/Center for Civic MediaHighlands ForumMay 21, 2012
    2. Cultural Legisla-ve Decisionmakers Servicecc flickr photo by Chris Wieland
    3. cc flickr photo by Brandon Doran
    4. - Why media-centric activism is so popular - Why there’s reason to believe it can work - Why it’s a far from certain strategy for changecc flickr photo by Brandon Doran - What’s coming next
    5. cc flickr photo by karaface theories of change: legislative
    6. associated press theories of change: authority
    7. theories of change: cultural
    8. theories of change: service
    9. social petition sit-in march media celebrity ...legislativeauthorityculturalservice levers and techniques
    10. social petition sit-in march media celebrity ...legislative X Xauthority X X X Xcultural X X Xservice X X
    11. tactic: DDoStheories of change: authority, culture
    12. social petition sit-in march media celebrity ...legislativeauthority Xculturalservice
    13. petition sit-in march media celebrity ...legislativeauthorityculturalservice
    14. I CAN HAS PROTEST? achievable
    15. testable
    16. trackable
    17. shifting the frame
    18. social marketing
    19. photo by AFP
    20. 2008
    21. 2010
    22. cc photo by urimal broadcast mirror
    23. “Thank you, Facebook, Al Jazeera” - Tahrir Square
    24. Ben Ali Gaddafi Tunisia Libya3.5 weeks 6 monthsMubarak Saleh Egypt Yemen2.5 weeks 13 months surprise
    25. shutdown
    26. contesting the frame
    27. join leadership organize teams put up posters spread the videowatch the video
    28. join leadership organize teams put up posters spread the videowatch the peer support video increased understanding
    29. 90-9-1
    30. Grant Oyston
    31. analysis by FAIR
    32. 440,000 accounts$4.5 billion40,000 in one day
    33. digitally-coordinateddirect and consumeraction
    34. revolution
    35. revolution?
    36. thanks!ethanz@mit.edu

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