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Hybrid Civil Society: How New and Historic Networks Collaborate for Change

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Hybrid Civil Society: How New and Historic Networks Collaborate for Change

  1. 1. Hybrid Civil Society How New and Historic Networks Collaborate for Change Mary Joyce YMCA Leadership Symposium Claremont, CA | April 4, 2013 image source: ionetheurbandaily
  2. 2. Let’s start with a story. image source: WCHBNewsDetroit http://fora.tv/2013/03/05/Star_Jones_Talks_Justice_with_Trayvon_Martins_Mother video: 30-1:37
  3. 3. image source:source: Change.org image ionetheurbandaily
  4. 4. The Facts
  5. 5. February 26, 2012 George Zimmerman kills Trayvon Martin. image source: logarchism.com
  6. 6. February 27, 2012 George Zimmerman is released without charge. image source: sanfordpd.com
  7. 7. A Tale of Two Campaigns
  8. 8. Campaign 1 The Historic Network
  9. 9. Benjamin Crump Civil Rights Attorney image source: NPR
  10. 10. “They phoned the Rev. Al Sharpton almost instantly, and organized marches with local civil-rights activists.” - The Miami Herald image source: trbimg.com, nyoobserver
  11. 11. March 5, 2012 A local lawyer brought in publicist Ryan Julison to get the story in front of the media. - Reuters image source: trbimg.com, nyoobserver.com, Orlando Sentinel
  12. 12. March 8, 2012 First press conference by Trayvon’s parents image source: Orlando Sentinel
  13. 13. March 8, 2012 CBS This Morning airs segment on Trayvon. image source: CBS
  14. 14. March 12, 2012 “Sanford Police Chief Billy Lee said there is no evidence to dispute...George Zimmerman's assertion that he shot 17-year-old Trayvon Martin out of self-defense.” - ABC News image source: mintpress.net
  15. 15. March 13, 2012 NAACP sends public letter to Department of Justice image source: NAACP
  16. 16. March 23, 2012 POTUS http://www.hlntv.com/video/2012/03/23/president-barack-obama-talks-trayvon-martin
  17. 17. What happened during these two weeks? “no evidence to dispute... self-defense”
  18. 18. Despite the CBS segment, media didn’t really picked up the story until the 3rd week of March. - Pews Center for Excellence in Journalism Trayon Martin Shooting: Media Penetration What kept the story alive during the 2nd week of March? image source: Center for Excellence in Journalism
  19. 19. Campaign 2 The New Network
  20. 20. March 8, 2012 Kevin heard about the case on the Howard University email listserv. image source: Change.org
  21. 21. March 8, 2012 He started a Change.org petition. image source: Orlando Sentinel
  22. 22. “It gave the growing number of people searching Google for ‘Trayvon Martin’ a place to go, an action to take.” - Matt Stempeck, Center for Civic Media
  23. 23. March 19, 2012 Three bloggers hear about the petition and decide to host a Million Hoodie March to encourage signatures. They announced the march on YouTube. image source: https://www.youtube.com/watch?v=JPDNic9mbC0
  24. 24. March 20, 2012 Other online progressive networks amplified the video and the event. image source: DailyKos
  25. 25. A Facebook event page makes the details accessible and shareable. image source: Facebook
  26. 26. March 21, 2012 Turnout was impressive. image source: Flickr/Time Schreier
  27. 27. On that day, the petition did reach 1 million signatures.
  28. 28. Twitter - particularly celebrities with lots of followers - were also important in keeping the story alive that week. Change.org did active outreach. - Matt Stempeck, Center for Civic Media image source: Matt Stempeck
  29. 29. As a point of comparison... March 8, 2013 CBS This Morning reached 2.56 million viewers with their Trayvon segment. March 20, 2013 MC Hammer reached 2.6 million followers when he tweeted about Trayvon. image source: CBS, Twitter
  30. 30. April 11, 2012 George Zimmerman is arrested. image source: NPR
  31. 31. Lessons
  32. 32. We are living in a time where civil society has a hybrid form.
  33. 33. On one side Historic networks based on longterm relationships and powered by formal nonprofits. On the other Short-lived networks created by strangers and powered by social media.
  34. 34. Historic networks need to learn how to engage the power of new ones.
  35. 35. They need to listen and adopt effective innovations. April 1 March 24 March 21 March 26
  36. 36. They need to listen and adopt effective innovations.
  37. 37. The Trayvon Martin campaign is a case study in listening and adaptation.
  38. 38. Trayvon’s parents began with traditional media and offline civil rights networks. Hoodie symbol came from the digital campaign. Great campaigns are hybrid. ...so did the petition. ... but it was more successful because the offline campaign adopted it. image source: ionetheurbandaily image source: Change.org
  39. 39. Adaptation is necessary because historic networks are no longer in control.
  40. 40. People will not ask permission to join your cause.
  41. 41. People will not ask permission to join your cause. And you’ll be lucky that they didn’t.
  42. 42. You will not only need to create coalitions with other nonprofits
  43. 43. You will also need to engage with passionate individuals.
  44. 44. The first step is to listen. These are great tools for mass listening.
  45. 45. You have more allies than you realize.
  46. 46. You have more allies than you realize. image source: newprentiss, politico.com, dcentric, semiferalmama.wordpress.com, Million Hoodie March Facebook group wall
  47. 47. You have more allies than you realize. image source: newprentiss, politico.com, dcentric, semiferalmama.wordpress.com, Million Hoodie March Facebook group wall
  48. 48. You have more allies than you realize. image source: newprentiss, politico.com, dcentric, semiferalmama.wordpress.com, Million Hoodie March Facebook group wall
  49. 49. You are as powerful as the network you inspire.
  50. 50. Q&A
  51. 51. Activity 1 The Story of the Keys
  52. 52. Activity 1 The Story of the Keys My new network: 1. friend in San Francisco 2. monks in Santa Barbara 3. FedEx 4. Internet (FedEx website)
  53. 53. Activity 1 The Story of the Keys My new network: 1. friend in San Francisco 2. monks in Santa Barbara 3. FedEx 4. Internet (FedEx website) What was your lost keys moment? What were your networks?
  54. 54. Activity 2 Y Networks Identify 1-3 new networks that might help your work at the Y.
  55. 55. Activity 3 Listening to Y Networks How can you listen to these networks?
  56. 56. Thank You Mary Joyce mjoyce@uw.edu @mary_joyce

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