WWF started Earth Hour in 2007 in Australia to raise awareness about climate change through an annual event where lights are turned off for one hour. Since its inception, Earth Hour has grown significantly each year, with over 2.2 million people participating in Sydney in 2007 and expanding to 152 countries on all seven continents and 1.8 billion people in 2012. The rapid spread of Earth Hour worldwide exemplifies how communication technologies can extend social movements globally, allowing organizers to spread their message and include people everywhere according to the theory of the "global village." While Earth Hour provides a unified message, individual countries and cultures celebrate it through local traditions, demonstrating the hybrid nature of globalization.

1. Globalisation, Activism & Digital Media

2. WWF started in Australia in 2007 to raise
About
awareness about global climate change
Earth
60 minutes of the event that focuses on the impacts
Hour and take on positive actions to address global climate
issues.

3. About
Earth
Hour
2007 (Sydney, Australia): 2.2 million
2012 (Worldwide): 152 countries, 7
Continents, 1.8billion people

4. About
Earth
Hour
Google, Twitter, YouTube and Facebook
Major television channels across the world such as The
Oprah Winfrey Show (US), CNN (US), Discovery
Channel (Philippines) .The National Geographic
Channel even suspended broadcast during the Earth
Hour

5. Marshall
McLuhan
Global Village
The Gutenberg Galaxy, 1962
“We have extended our central nervous system in a
global embrace, abolishing both space and time as
far as our planet is concerned.” (Understanding the
media)
The internet functions as a vast extension of our
abilities, as a long distance ear and eyes, and then
as far reaching hands and loudspeaking voices.
The theory positions itself around the involvement and
inclusion of all mankind

6. Earth Hour & Global Village
The extension effect of this central nervous
system - made up of rapidly developing
communication technology - is evident in
the way Earth Hour has been adopted by
countries and cities worldwide.
(This exemplifies the extension effect of
how a movement in Sydney gained
momentum worldwide and became a
following since its inception in 2007)
Earth Hour 2012. Serge Orru, General Director of French WWF branch, Isabelle Autissier, President of French WWF branch and Denis Baupin, Deputy Mayor of Paris
work the lights of the Eiffel Tower during Earth Hour on March 31, 2012 in Paris.

7. Role of Internet in earth hour
Movement of extended senses (far reaching
hands, loudspeaking voices, long distance ears
and ears.)
Organisers: Allowed them to talk to people
everywhere and to tell them what the campaign
is all about and what the campaign seeks to do.
Receiver: Allowed them to hear what the
organisers were trying to tell them and what the
campaign symbolises.
In essence, the theory of global village holds
true with regards to earth hour; it involved
anyone (whether they wanted to be part of it or
not), it included any country willing to be part of it
and it made people realise how their actions -
both with regards to environmental awareness
and doing their part in the campaign, would have
an impact on the environment.
Earth Hour 2012. The Chillon Castle, Chateau de Chillon, in Veytaux, near Montreux and the Lake of Geneva, Switzerland on March 31, 2012.

8. earth hour First globalized ritual
Anthropologist Stephen Bede Scharper
described Earth Hour as the “first
globalised ritual”.
EARTH HOUR AROUND THE WORLD
5 countries from all seven continents
picked up Earth Hour's practice during the
campaign’s second year.
Other than the design aspect, the
trademark owners (WWF, Fairfax Media
and Leo Burnett) retain almost no control
over the way the brand is used, how it is
advertised or how endorsements are
picked.
Earth Hour 2012. The Great Wall at Badaling on March 31, 2012 in Beijing. About 124 Chinese cities joined the WWF worldwide initiative Earth Hour.

9. Earth hour Celebrations
Switching off non-essential lights and switching
off the lights of landmarks such as the Sydney
Opera House, the Empire State Building, the
Wat Arun Temple and the Forbidden City.
Pieterse’s theory of globalisation as hybridisation
is clearly illustrated in the aspect that although
the movement is global, different countries and
cultures took that globalised practise and
celebrated it in their own ways.
Earth Hour 2012. St. Peter's Basilica in Rome on March 31, 2012.

10. Globalisation, Activism & Digital Media