Performative Activism in Recent Social Media Campaigns: The 1st-half 2024

Performative Activism in Recent Social Media Campaigns for the First Half of 2024

A cartoon by Claire Wilson from The Los Angeles Loyolan

In the first half of 2024, social media has continued to play a pivotal role in global activism. However, a growing concern has emerged regarding performative activism, where individuals and organizations engage in social justice efforts primarily for social capital rather than genuine commitment. This blog explores notable social media campaigns from seven world regions - East Asia and Pacific, Europe and Central Asia, Latin America and Caribbean, Middle East and North Africa, North America, South Asia, and Sub-Saharan Africa - highlighting the nuances of performative activism within each context.

1: East Asia and the Pacific

The Free Palestine movement has gained significant traction in East Asia, particularly on platforms like Instagram. This campaign saw millions of posts aimed at raising awareness about the Israel-Hamas conflict. While many users genuinely sought to inform others about the humanitarian crisis, critics noted that many posts were superficial, lacking deeper engagement with the issues. For instance, while many shared aesthetic images and hashtags, few transitioned their online activism into real-world actions such as attending protests or donating to aid organizations [1][5].

Conversely, a campaign in Japan called the Lions Good News has attempted to leverage social media for positive storytelling about societal issues. This initiative promotes awareness and encourages community involvement through actionable steps, thus moving beyond mere performative gestures [2].

2: Europe and Central Asia

In Europe, particularly in countries like Poland and Ukraine, social media campaigns have been pivotal in advocating democracy and human rights. The It's Your Choice campaign focused on women's rights and democratic values in Poland. While it garnered widespread support online, some critics pointed out that many participants did not engage beyond sharing posts. The challenge remains to convert this digital support into sustained offline activism [2][3].

In contrast, the Call Russia - The Most Important Call campaign in Ukraine effectively utilized social media to mobilize international support against aggression. This campaign demonstrated a more profound commitment by actively involving participants in advocacy efforts beyond online presence [2].

3: Latin America and the Caribbean

Latin America has seen a surge in performative activism surrounding climate change and social justice issues. The #SembrandoElFuturo initiative in Spain aimed to promote sustainable practices among youth and highlighted how brands can engage meaningfully with social causes. However, many brands faced criticism for mere trend jacking without making substantial commitments to environmental causes [3][4].

In contrast, grassroots movements in countries like Brazil have effectively used social media to mobilize protests against deforestation and indigenous rights. These movements often emphasize real-world impact by organizing events to encourage community participation rather than relying solely on online engagement [1][6].

4: Middle East and North Africa

The Middle East has been a focal point for intense social media activism, particularly regarding human rights violations. The Save Gaza campaign emerged as a powerful tool for raising awareness about the humanitarian crisis in Gaza. While many activists used the hashtag to spread information, there was a noticeable divide between those who engaged deeply with the cause and those who participated merely for social validation [1][5].

Additionally, campaigns like the Women’s Voice Initiative in Egypt have successfully combined online activism with offline efforts by organizing workshops and community discussions that promote women's rights. This approach showcases how effective activism can transcend performative actions by fostering genuine community engagement [2].

5: North America

In North America, performative activism reached new heights during the 2024 election cycle with campaigns like the Reformation's You've Got the Power initiative. This campaign aimed to promote voter registration and a new line of workwear. Although it received positive feedback for its cultural relevance, critics argued that it risked being seen as performative if it did not translate into tangible voter mobilization efforts [3][4].

Moreover, discussions around #BlackLivesMatter continues to highlight the challenges of performative activism. Many corporations participated in Blackout Tuesday by posting black squares but failed to follow up with meaningful actions or support for racial justice initiatives [5][6]. This disconnect between online gestures and real-world impact remains crucial for activists.

6: South Asia

In South Asia, social media has been instrumental in movements advocating for gender equality and environmental protection. The Me Too India movement gained momentum through viral posts highlighting personal stories of harassment; however, many participants faced criticism for not engaging further than sharing their experiences online [1][6].

Conversely, environmental campaigns led by youth activists have shown promise by organizing clean-up drives and tree-planting events alongside their online advocacy. These efforts exemplify how social media can foster genuine community involvement rather than mere performative gestures [1][8].

7: Sub-Saharan Africa

Sub-Saharan Africa has witnessed a mix of performative activism and genuine engagement through various campaigns addressing poverty alleviation and health crises. The End SARS movement in Nigeria utilized social media effectively to mobilize protests against police brutality. While it initially sparked widespread participation online, sustaining that momentum proved challenging as many individuals reverted to passive engagement after initial posts [1][7].

On a more positive note, initiatives like the Buzzing in the Museum campaign in Kenya creatively engaged communities through cultural storytelling while promoting local heritage conservation efforts. This approach emphasizes that meaningful activism can thrive when it combines online presence with active community participation [2].

Conclusion

The landscape of performative activism in 2024 is complex and varied across different regions. While social media is a powerful tool for raising awareness about critical issues worldwide, it often falls short when translating that awareness into actionable change. As seen across East Asia and the Pacific to Sub-Saharan Africa, there is a pressing need for activists - both individuals and organizations - to move beyond mere hashtags and aesthetic posts.

To foster genuine engagement with social causes, we must create pathways for offline action alongside online advocacy. Only then can we ensure that our collective efforts contribute meaningfully to the causes we care about rather than merely serving as performative gestures for social approval.

Citations:

[1] https://bestofsno.com/69285/features/social-media-activism-impactful-or-ineffective/

[2] https://www.ipra.org/golden-world-awards/winners/

[3] https://www.marketingprofs.com/articles/2024/52060/brands-social-media-cultural-moments-trendjacking

[4] https://sproutsocial.com/insights/influencer-activism/

[5] http://www.mountholyokenews.com/opinion/2024/2/11/in-2024-performative-activism-is-still-trending-on-social-media

[6] https://blog.hootsuite.com/social-media-activism/

[7] https://newuniversity.org/2023/06/14/social-media-has-encouraged-misinformation-and-performative-activism/

[8] https://aragonoutlook.org/2024/02/performative-activism-through-social-media/