Earth Hour is an annual event organized by the World Wide Fund for Nature (WWF) where individuals and communities are encouraged to turn off non-essential lights for one hour to raise awareness of climate change issues. It began in 2007 in Sydney, Australia and has since grown to engage over 7,000 cities across 152 countries. Marshall McLuhan's theory of the global village and Pieterse's theory of globalization as hybridization help explain how Earth Hour has been able to spread its message and practices globally through the extension of communication networks but also allowed for local adaptation and celebrations. New social movement theory and Veigh's classification of online activism also demonstrate how Earth Hour effectively utilizes digital and social media for awareness, organization, and

1. Daryll Disa . Enna Seah . Nadiah Mohd . Nurul Shahidah . Sophie Hong
Globalisation, Activism & Digital Media

2. EARTH HOUR GONE GLOBAL
ACTIVISM & DIGITAL ACTIVISM OF
EARTH HOUR
MACRO & MICRO PERSPECTIVES OF
GLOBALIZATION, ACTIVISM & DIGITAL MEDIA

3. About
Earth
Hour
Takes place on the last Saturday of March
annually. 8:30pm to 9:30 pm according to the
local time zone.
“60” represents the 60 minutes of the event that
focuses on the impacts and take on positive actions to
address global climate issues.
WWF (World Wide Fund for Nature) started
Earth Hour in Australia in 2007 to raise
awareness about global climate change

4. About
Earth
Hour
2007 (Sydney, Australia): 2.2 million
people participated
2012 (Worldwide): 152 countries, 7
Continents, 1.8billion people
Eiffel Tower (Paris), Sydney Opera House
(Australia), Empire State Building (New York City),
Great Wall of China and Marina Bay Sands
(Singapore) switched off their lights during Earth
Hour

5. About
Earth
Hour
Big digital corporations such as Google, Twitter,
YouTube and Facebook participated in Earth Hour
Earth Hour was covered extensively on 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
Singapore recently became the headquarter of Earth
Hour

6. EARTH HOUR GONE GLOBAL
ACTIVISM & DIGITAL ACTIVISM OF
EARTH HOUR

7. Marshall
McLuhan
Rapid developments in communication technology
allows the instantaneous flow of information around the
world...(making) possible the existence of a single,
interconnected (but by no means standardized or
harmonious) world.
“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.
McLuhan’s conclusion of this theory is that people
become forced to be responsible for the effects of our
actions on a global scale and beyond just their own
communities
The theory positions itself around the involvement and
inclusion of all mankind
Global Village
The Gutenberg Galaxy, 1962

8. 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.
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.
What started out in Sydney in 2007 with
just 2.2 million participants, has
burgeoned into a global movement with
more than 1.8 billion people in almost
7,000 cities and 152 countries turning off
their non essential lights for an hour last
year.
(This exemplifies the extension effect of
how a movement in Sydney gained
momentum worldwide and became a
following since its inception in 2007)

9. 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.
The Internet allowed the organisers to transcend
countries and rally more support. It gave them
the power to “speak” to their participants. And
participants in turn used the internet to take the
movement to a larger scale. For example,
starting an Earth Hour following in their
countries, having Google, YouTube, Twitter etc
to participate.
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.
Role of Internet in earth hour
Earth Hour 2012. The Chillon Castle, Chateau de Chillon, in Veytaux, near Montreux and the Lake of Geneva, Switzerland on March 31, 2012.

10. EARTH HOUR GONE GLOBAL
ACTIVISM & DIGITAL ACTIVISM OF
EARTH HOUR

11. GLOBALISATION
The world is becoming more uniform and standardised, through
a technological, commercial and cultural synchronisation
emanating from the West
PIETERSE'S THEORY OF GLOBALISATION AS
HYBRIDISATION
Disagrees with these interpretations as they are “narrow
assessments of globalisation”
Argues that globalisation should be viewed as a "process of
hybridisation that gives rise to a global mélange".
nederveen
pieterse
Globalisation as Hybridisation, 1994
My argument takes issue with both these
interpretations as narrow assessments of
globalisation and instead argues for viewing
globalisation as a process of hybridization
that gives rise to a global melange
“
”

12. Anthropologist Stephen Bede Scharper
described Earth Hour as the “first
globalised ritual”.
Defined as a religious or solemn ceremony
consisting of a series of actions performed
according to a prescribed order.
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 First globalized ritual
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.

13. 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.
OTHER WAYS OF CELEBRATING
Denmark: Royal Palaces went dark at the
Queen’s command
Toronto: A free concert was held by Nelly
Furtado, the Ontario Science Centre and David
Dunlap Observatory held stargazing activities
Bolivia: Supporters of the cause wore glow in
the dark bracelets and held paper lanterns
Tel Aviv, Israel: Every year, a free concert will be
held and a group of cyclists will use pedal
generators to provide electricity. Falafel oil
(cooking oil) is also burned for power.
Singapore: 60+ formation, Singapore Max Atria
held an Earth Hour edition flea market with 20
per cent of proceeds going to WWF Singapore,
free movie screening at The Lawn@Marina Bay
India: Supporters of the cause gathered on the
streets of Mumbai to light candles
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 Celebrations
Earth Hour 2012. St. Peter's Basilica in Rome on March 31, 2012.

14. EARTH HOUR GONE GLOBAL
ACTIVISM & DIGITAL ACTIVISM OF
EARTH HOUR

15. Steven
beuchler
New Social Movement Theory, 1995
Steven
M.
Beuchler
“…new
social
movement
theory
underscores
symbolic
ac:on
in
civil
society
or
the
cultural
sphere
as
a
major
arena
for
collec:ve
ac:on
alongside
instrumental
ac:on
in
the
state
or
poli:cal
sphere.”
(Cohen
1985,
Melucci
1989)
New
Social
Movement:
Defined
as
a
theory
of
social
movements
that
aims
to
explain
the
emergence
of
new
movements
that
have
come
up
in
various
western
socie:es
roughly
since
the
mid-­‐1960s.

16. 6,000 people gathered at
Orchard Road for the event
400 organisations engaging
customers and staff in support of the
environment
1,500 people participated
in “60+ Singapore” human formation
10,000 pledges made for
“I Will If You Will” campaign
activism (Earth Hour in singapore)

17. EARTH HOUR GONE GLOBAL
ACTIVISM & DIGITAL ACTIVISM OF
EARTH HOUR

18. New forms of activism emerging online (online activism,
cyber terrorism, hacktivism etc) with the proliferation of
the Internet. Classifies the various functions of digital
media used by activists.
1. Awareness/Advocacy
Activist use digital platforms to advocate or raise
awareness about issues to be addressed in order to
garner more support from citizens.
II. Organization/Mobilization
The use of digital platforms to form communities and
organize or mobilize citizens to proceed with an action in
online of offline contexts.
III. Action/Reaction
Lastly, activist groups uses digital platforms to encourage
action or reaction from netizens to act on the issues/
causes.
sandor
vegh
Classification of Online Activism, 2002

19. Awareness/Advocacy
Use of social media to raise awareness around the world about the gravity of climate change as an
environmental concern
E.g. Posts by Earth Hour on various social media platforms such as Twitter, Facebook, Instagram and
YouTube
earth hour &
raising awareness

20. Organization/
Mobilization
Earth Hour harness the
power of Social Media as
primary organizing tool for
citizens to take action and
care for the future of the
planet
E.g. Mohammad Nattah and
Mohammad Bugashata used
Facebook to coordinate
Earth Hour initiatives in
Kurdistan, northern Iran and
Tripoli, capital of Libya
E.g. Earth Hour on Facebook
created an event where
138,552 people stated that
they are switching their
lights off without having to
be at a physical space
Action/Reaction
Earth Hour is more than
just turning off lights.
Asks digital community
to inspire people from
all corners of the world
to take sustainability
actions by sharing their
own challenge on social
media networks
E.g. I Will IfYou Will
Challenge garnered
more than 100,000
individuals who
promised to adopt
sustainability practices

21. conclusion
Earth&Hour&
Earth&Hour&Gone&Global&
Global&Village&Theory&
Globalisa5on&and&
extension&effect&of&how&
Earth&Hour&in&Sydney&
gained&momentum&
worldwide&
Globaliza5on&as&
Hybridiza5on&Theory&
Although&Earth&Hour&is&a&
global&movement,&different&
countries&and&cultures&took&
the&globalised&prac5se&and&
celebrated&it&in&their&own&
ways.&
Earth&Hour&in&Ac5vism&and&
Digital&Ac5vism&
Ac5vism&in&New&Social&
Movement&Theory&
Earth&Hour&in&Singapore&is&a&
symbolic&movement&where&
ac5vists&gather&in&a&
collec5ve&ac5on&to&protect&
the&environment&from&
global&climate&change&&&
Classifica5on&of&Online&
Ac5vism&&Theory&
Ac5vists&of&Earth&Hour&
harness&the&power&of&social&
media&to&raise&awareness,&
organize&and&take&ac5on&
online&about&climate&
change&&&

22. Daryll Disa . Enna Seah . Nadiah Mohd . Nurul Shahidah . Sophie Hong
Globalisation, Activism & Digital Media
Thank you

23. Annotated Reference
List
Symes, B (1995). “Marshal McLuhan’s Global Village”, Aberystwyth University
In his article, the writer, Benjamin Symes, examines in depth the concept popularized by Marshal McLuhan’s Global Village
theory. He identifies the key basis of the theory - that the world has become an interconnected place due to rapid
developments in technology that allow people from anywhere in the world to communicate with one another, get
information and effect changes all through the internet and communication technology. Following his extensive introduction
to the concept, Symes outlines various aspects of it that could be looked into further. An intense desire to creat such a
global village, he writes, would also threaten to erase the physical characteristics communities currently possess.
McLuhan, M (1962). The Gutenberg Galaxy: The Making of Typographic Man. Toronto, Canada: University of
Toronto. p21-31, 36, 219.
Marshal MaLuhan’s book explores the notion of a single, connected world brought about by rapid developments in
communication technology. It is from this book, printed in 1962, that the idea of a Global Village, first emerged and was
subsequently popularized further in his second book, Understanding the Media in 1964. McLuhan asserted that the boom
in the way mass communication is happening will result in a world where anyone and everyone is interconnected to one
another due to the flourishing of electronic technology. He also examines that concept of the Gutenberg Man, which
revolves around the shift in awareness and existence of Mankind, as a result of the advent of the printing press.
Buechler, Steven M. (1995). New Social Movement Theories. Sociological Quarterly. 36 (3), 441.
This article showcases an overview of the utility of the various new social movement theories used to analyze the relationship between
collective action, social movements, and social change. Buechler also made a distinctive argument about the need to restructure the social
movement theory towards the more defined and macro-level contexts in which movements are rising to.
(http://rhetorics-of-social-change.wikispaces.com/file/view/New+Social+Movement+Theories.pdf)

24. Annotated Reference
List
Pieterse, J. N. (1994). Globalisation as hybridisation. International Sociology,9(2), 161-184.
This article disputes the general belief that globalisation is causing a standardised and uniform world through the influence
and adoption of Western culture, erasing boundaries and unique local cultures in the process. Instead, this article
promoted hybridity as a cultural effect of globalisation, which crosses boundaries and mixes one culture with another as
opposed to complete eradication.
The author illustrates the points of his arguments with sufficient examples over extensive periods of time, which helps in
the understanding of how he theorised globalisation as hybridisation by observing a societal pattern. Pointing out that
globalisation is an intricate process that interlinks the various social perspectives, the author also cross-examined relevant
theories from the different social disciplines to demonstrate the complexity of the issue and denounces the often overly-
simplified view of globalisation.
The author is a Mellichamp Professor of Global Studies and Sociology in the Global & International Studies Program at the
University of California, Santa Barbara. He has authored five books on globalisation, development studies and cultural
studies
Vegh, S. (2002). Hacktivists or Cyberterrorists? The Changing Media Discourse on Hacking. First Monday. 7 (10-7)
The author, in his article, explores the role and function of online activism, which has traditionally been seen as being in the
same sphere as cyberterrorism. Post 9/11, the author asserts that there has been a blurring of the lines when
distinguishing the different forms of online activism. The writer explains that currently, as a result of 9/11, almost anything
is categorised as being cyberterrorism, including online social media activism. This, he adds, put the voices of those who
truly want to make a sincere change, to a disadvantage. Terminologies and the negative portrayal of online activism by the
mainstream media has also proved a hindrance. This is because the media, the writer says, tends to use sensational words
to magnify the way the Internet can be easily manipulated. In conclusion, the author examines the way online activism can
further be explored and outlines the road ahead for cyberactivism.
NAD’S ANNOTATED REFERENCE LIST