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YouTube: a tool for Social Activism
How effective is YouTube as it
relates to social activism and
  furthering social change?
Social Media
      • A glut of information
        at our fingertips
      • The world is moving
        fast
Statistics
• 60 hours of video are uploaded every minute, or one
  hour of video is uploaded to YouTube every second
• Over 4 billion videos are viewed day
• Over 800 million unique users visit YouTube each month
• Over 3 billion hours of video are watched each month on
  YouTube
• More video is uploaded to YouTube in one month than
  the three major US networks created in 60 years
• 70% of YouTube traffic comes from outside the US
• YouTube is localized in 39 countries and across 54
  languages
• In 2011, YouTube had more than 1 trillion views or
  almost 140 views for every person on Earth
Social Statistics
• 500 years of YouTube video are watched every
  day on Facebook, and over 700 YouTube videos
  are shared on Twitter each minute
• 100 million people take a social action on
  YouTube (likes, shares, comments, etc) every
  week
• An auto-shared tweet results in 6 new
  youtube.com sessions on average, and we see
  more than 500 tweets per minute containing a
  YouTube link
What does this mean?
For the Social Activist:



You can reach a wide
audience in a short
period of time
Remember: YouTube is a tool
                “Single most
               important thing to
               know about using
               email, Facebook,
               YouTube, and other
               electronic tools; they
               are exactly that, tools,
               and you use them to
               organize people.”[i]
               [i] Bobo, Kim, Jackie Kendall, and Steve
               Max. Organizing for Social Change. 4th ed.
               Santa Ana: Forum, 2010. p. 175
How is YouTube used?
• Training and Education
  – New Organizing Institute
• History
  – Bull Connor and the Civil Rights Movement
• Inspiration
  – Saul Alinsky
• Promotion
  – Kony2012
• Documentation and Event Recording
  – Arab Spring
Example: Arab Spring
     “Using digital
     technologies, democracy
     advocates created a
     freedom meme that took
     on a life of its own and
     spread ideas about liberty
     and revolution to a
     surprisingly large number
     of people.”[i]

[i] Howard, Philip N., Aiden Duffy, Deen Freelon, Muzammil
     Hussain, Will Mari, and Marwa Mazaid. Opening Closed
     Regimes: What Was the Role of Social Media During the Arab
     Spring?. Project on Information Technology and Political
     Islam. Research Memo 2011.1 Seattle. University of
     Washington. p. 3
Example: Arab Spring (cont’d)
• 1.5 million views in first week
• Emotional, inspiring
• “As street protests arose in Tunisia and Egypt, then
  Yemen and Bahrain, and eventually Algeria and
  Morocco, people across the region tweeted in real time
  about big events. This is significant because it reveals
  how the success of demands for political change in
  Tunisia and Egypt led individuals in other countries to
  pick up the conversation and talk about how it was
  relevant to their own lives. In other words, it helped
  cascade conversation about freedom across the region.”
  [i]
  [i] Howard, Philip N., Aiden Duffy, Deen Freelon, Muzammil Hussain, Will Mari, and Marwa Mazaid. Opening
  Closed Regimes: What Was the Role of Social Media During the Arab Spring?. Project on Information
  Technology and Political Islam. Research Memo 2011.1 Seattle. University of Washington. p. 15
The downside…




While YouTube can carry positive
messages of change across the globe, it
can send negative messages as well
The lesson to be learned:
Perception is everything and YouTube
provides an unmanaged forum for any
   kind of content. Activists need to
        “manage the message”
The future
• Continue to use social media sites such as
  YouTube
• Manage the message: create channels
  dedicated to your movement. Load only
  applicable and positive video to this
  channel
• More training/education video is needed
Summary
• YouTube, when used
  properly, can speed
  the process of
  recruitment,
  messaging,
  coordinating, and
  training
• Remember to
  “manage the
  message”
Photo Sources
•   All accessed May 13, 2012
•   Twitter, Facebook, YouTube logos courtesy of:
     –   www.twitter.com
     –   www.facebook.com
     –   www.youtube.com
•   Slide 2: http://www.johnbendever.com/family/question/
•   Slide 3: http://www.angelo.edu/services/technology/mobile/
•   Slide 6: source unknown. Photo used from Tyson Kindstrom’s archives
•   Slide 7, Image 1: http://occupywallst.org/
•   Slide 7, Image 2:
    http://gigaom.com/2011/02/03/gladwell-still-missing-the-point-about-social-media-and-activis
•   Slide 8:
    http://home.howstuffworks.com/home-improvement/plumbing/pipe-wrench.htm
•   Slide 10:
    http://www.guardian.co.uk/world/2011/apr/14/tahrir-square-tweet-egyptian-uprising
•   Slide 12, Image 1: http://
    www.theblaze.com/stories/im-a-freedom-fighter-sfs-accused-may-day-occupy-brick-thrower-
•   Slide 12, Image 2: http://www.almostzara.com/2011/08/london-riots-2011-websites/
•   Slide 15: http://www.bollyn.com/chicagos-elders-of-zion-and-obamas-war-for-profit/

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YouTube - New Platform for Social Change

  • 1. YouTube: a tool for Social Activism
  • 2. How effective is YouTube as it relates to social activism and furthering social change?
  • 3. Social Media • A glut of information at our fingertips • The world is moving fast
  • 4. Statistics • 60 hours of video are uploaded every minute, or one hour of video is uploaded to YouTube every second • Over 4 billion videos are viewed day • Over 800 million unique users visit YouTube each month • Over 3 billion hours of video are watched each month on YouTube • More video is uploaded to YouTube in one month than the three major US networks created in 60 years • 70% of YouTube traffic comes from outside the US • YouTube is localized in 39 countries and across 54 languages • In 2011, YouTube had more than 1 trillion views or almost 140 views for every person on Earth
  • 5. Social Statistics • 500 years of YouTube video are watched every day on Facebook, and over 700 YouTube videos are shared on Twitter each minute • 100 million people take a social action on YouTube (likes, shares, comments, etc) every week • An auto-shared tweet results in 6 new youtube.com sessions on average, and we see more than 500 tweets per minute containing a YouTube link
  • 7. For the Social Activist: You can reach a wide audience in a short period of time
  • 8. Remember: YouTube is a tool “Single most important thing to know about using email, Facebook, YouTube, and other electronic tools; they are exactly that, tools, and you use them to organize people.”[i] [i] Bobo, Kim, Jackie Kendall, and Steve Max. Organizing for Social Change. 4th ed. Santa Ana: Forum, 2010. p. 175
  • 9. How is YouTube used? • Training and Education – New Organizing Institute • History – Bull Connor and the Civil Rights Movement • Inspiration – Saul Alinsky • Promotion – Kony2012 • Documentation and Event Recording – Arab Spring
  • 10. Example: Arab Spring “Using digital technologies, democracy advocates created a freedom meme that took on a life of its own and spread ideas about liberty and revolution to a surprisingly large number of people.”[i] [i] Howard, Philip N., Aiden Duffy, Deen Freelon, Muzammil Hussain, Will Mari, and Marwa Mazaid. Opening Closed Regimes: What Was the Role of Social Media During the Arab Spring?. Project on Information Technology and Political Islam. Research Memo 2011.1 Seattle. University of Washington. p. 3
  • 11. Example: Arab Spring (cont’d) • 1.5 million views in first week • Emotional, inspiring • “As street protests arose in Tunisia and Egypt, then Yemen and Bahrain, and eventually Algeria and Morocco, people across the region tweeted in real time about big events. This is significant because it reveals how the success of demands for political change in Tunisia and Egypt led individuals in other countries to pick up the conversation and talk about how it was relevant to their own lives. In other words, it helped cascade conversation about freedom across the region.” [i] [i] Howard, Philip N., Aiden Duffy, Deen Freelon, Muzammil Hussain, Will Mari, and Marwa Mazaid. Opening Closed Regimes: What Was the Role of Social Media During the Arab Spring?. Project on Information Technology and Political Islam. Research Memo 2011.1 Seattle. University of Washington. p. 15
  • 12. The downside… While YouTube can carry positive messages of change across the globe, it can send negative messages as well
  • 13. The lesson to be learned: Perception is everything and YouTube provides an unmanaged forum for any kind of content. Activists need to “manage the message”
  • 14. The future • Continue to use social media sites such as YouTube • Manage the message: create channels dedicated to your movement. Load only applicable and positive video to this channel • More training/education video is needed
  • 15. Summary • YouTube, when used properly, can speed the process of recruitment, messaging, coordinating, and training • Remember to “manage the message”
  • 16. Photo Sources • All accessed May 13, 2012 • Twitter, Facebook, YouTube logos courtesy of: – www.twitter.com – www.facebook.com – www.youtube.com • Slide 2: http://www.johnbendever.com/family/question/ • Slide 3: http://www.angelo.edu/services/technology/mobile/ • Slide 6: source unknown. Photo used from Tyson Kindstrom’s archives • Slide 7, Image 1: http://occupywallst.org/ • Slide 7, Image 2: http://gigaom.com/2011/02/03/gladwell-still-missing-the-point-about-social-media-and-activis • Slide 8: http://home.howstuffworks.com/home-improvement/plumbing/pipe-wrench.htm • Slide 10: http://www.guardian.co.uk/world/2011/apr/14/tahrir-square-tweet-egyptian-uprising • Slide 12, Image 1: http:// www.theblaze.com/stories/im-a-freedom-fighter-sfs-accused-may-day-occupy-brick-thrower- • Slide 12, Image 2: http://www.almostzara.com/2011/08/london-riots-2011-websites/ • Slide 15: http://www.bollyn.com/chicagos-elders-of-zion-and-obamas-war-for-profit/