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Hybrid Civil Society: How New and Historic Networks Collaborate for Change
Hybrid Civil Society: How New and Historic Networks Collaborate for Change
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.
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
9.
Benjamin Crump
Civil Rights Attorney
image source: NPR
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.
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.
March 8, 2012
First press conference by Trayvon’s parents
image source: Orlando Sentinel
13.
March 8, 2012
CBS This Morning airs segment on Trayvon.
image source: CBS
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.
March 13, 2012
NAACP sends public letter to Department of Justice
image source: NAACP
16.
March 23, 2012
POTUS
http://www.hlntv.com/video/2012/03/23/president-barack-obama-talks-trayvon-martin
17.
What happened during these two weeks?
“no evidence
to dispute...
self-defense”
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
20.
March 8, 2012
Kevin heard about the case on the Howard University email listserv.
image source: Change.org
21.
March 8, 2012
He started a Change.org petition.
image source: Orlando Sentinel
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.
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.
March 20, 2012
Other online progressive networks amplified the video and the event.
image source: DailyKos
25.
A Facebook event page makes the details accessible and shareable.
image source: Facebook
26.
March 21, 2012
Turnout was impressive.
image source: Flickr/Time Schreier
27.
On that day, the petition did reach 1 million signatures.
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.
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.
April 11, 2012
George Zimmerman is arrested.
image source: NPR
32.
We are living in a time
where civil society has a
hybrid form.
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.
Historic networks need to
learn how to engage the
power of new ones.
35.
They need to listen and adopt
effective innovations.
April 1
March 24
March 21 March 26
36.
They need to listen and adopt
effective innovations.
37.
The Trayvon Martin
campaign is a case study in
listening and adaptation.
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.
Adaptation is necessary
because historic networks are
no longer in control.
40.
People will not ask
permission to join
your cause.
41.
People will not ask
permission to join
your cause.
And you’ll be lucky that
they didn’t.
42.
You will not only need
to create coalitions
with other nonprofits
43.
You will also need to
engage with
passionate individuals.
44.
The first step is to listen.
These are great tools for
mass listening.
46.
You have more allies than
you realize.
image source: newprentiss, politico.com, dcentric, semiferalmama.wordpress.com, Million Hoodie March Facebook group wall
47.
You have more allies than
you realize.
image source: newprentiss, politico.com, dcentric, semiferalmama.wordpress.com, Million Hoodie March Facebook group wall
48.
You have more allies than
you realize.
image source: newprentiss, politico.com, dcentric, semiferalmama.wordpress.com, Million Hoodie March Facebook group wall
49.
You are as powerful as the
network you inspire.
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.
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.
Activity 2
Y Networks
Identify 1-3 new networks that might help your
work at the Y.
55.
Activity 3
Listening to Y Networks
How can you listen to these networks?
56.
Thank You
Mary Joyce
mjoyce@uw.edu
@mary_joyce