When Social Media and Cause Engagement for Minorities Come Together
by The Opportunity Agenda, Thu Sep 08, 2011 at 01:39:53 PM EDT
The use of communications during the struggle for social justice in the United States is far from being a novelty. News spread quickly by word of mouth when black college students started a host of nonviolent sit-ins in several states almost 50 years ago, as The Washington Post’s Krissah Thompson noted. Today, civil rights activists, particularly African Americans and Hispanics, have found in social media a powerful channel to voice their support for a cause and generate cause engagement, according to a latest study by Georgetown University and Ogilvy PR Worldwide.
The study found that nearly one in three African-American adults (30 percent) and four in 10 Hispanics (39 percent) say “they’re more likely to support a cause or social issue online than offline,” whereas one in five (24 percent) of Caucasians expressed the same interest. Likewise, a slight majority of African Americans (58 percent) and Hispanics (51 percent) are more likely to believe that they can help spread the word “about a social issue or cause through online social networks” adding that they feel they’re part of a community by supporting causes online --compared to 34 percent of Caucasians.
The study goes on to say that, although television and print media are still regarded as reliable sources to learn about causes, both African Americans and Hispanics are significantly “more likely than Caucasians to look for social media as an additional source of information (31 and 27 percent versus 21 percent, respectively.)”
The Georgetown/Ogilvy study seems to corroborate a number of successful online campaigns within minority-oriented organizations. Color of Change, for example, is an online civil rights group that has proactively used a large email list of subscribers to champion causes like the fundraising to help reduce charges for a half-dozen young black men in Jena, LA in 2007. Also, the NAACP enhanced its webpage in 2009, started a new blog site, and has revamped its online advocacy list that hovers around 400,000 members.
Also, Thompson noted that a study by the Pew Internet & Family Life Projectfound an increasing preference among minority Internet users for Twitter, and in the past decade, “the proportion of Internet users who are black or Hispanic has nearly doubled—from 11 percent to 21 percent.”
Minorities’ zeal to join causes online signals the importance of social media for furthering civil rights, hence changing the nature of activism nowadays. And it’s proof that, even amid the latest display of partisanship in Washington, communities in the United States can find unity by way of technology.