The rise of digital activism in shaping political campaigns

The Cambridge Analytica scandal revealed how Facebook data was misused to target voters with tailored political ads during the 2016 U.S. election, raising concerns about privacy and manipulation in digital campaigns.

Brexit supporters were seven times more active on Twitter and five times more active on Instagram than opponents, using social media to spread messages and increase voter turnout, per a 2017 study.

TikTok’s short-form videos, with over 1 billion users, were used to support candidates and highlight issues like racial justice during the 2020 U.S. election, leveraging its viral algorithm to reach young voters.

Online petitions, hosted on platforms like Change.org, enable activists to gather signatures globally, as seen in campaigns like #MeToo, influencing public opinion and policy with low barriers to participation.

The #EndSARS movement gained global attention in 2020 via Twitter, organizing protests against Nigeria’s Special Anti-Robbery Squad and sharing victim testimonies, pressuring the government to disband the unit.

Barack Obama’s 2008 campaign leveraged platforms like Facebook to engage young voters, raise funds, and organize events, with over 2 million supporters on his campaign’s social network, MyBarackObama.com.

The #FeesMustFall movement used Twitter and Facebook to mobilize students, leading to mass protests and a government freeze on tuition fee increases in 2016, showcasing digital activism’s impact on policy.

The #BlackLivesMatter movement surged in 2020 after Darnella Frazier’s video of George Floyd’s death went viral, leading to global protests and policy changes, with 24% of U.S. social media users posting in support.

Slacktivism refers to minimal-effort actions like retweeting or liking posts, criticized for lacking the commitment of traditional activism. However, it can raise awareness, as seen in campaigns like #MeToo.

During the 2011 Arab Spring, Twitter was widely used to coordinate protests, share updates, and amplify pro-democracy messages, notably in Tunisia and Egypt, helping activists bypass state-controlled media. Its real-time nature made it a key tool for mobilization.