How Does Social Media Engage in Advocacy Communications?

In recent years, more and more teachers and students have taken to social networking platforms such as Facebook and Twitter to share their ideas with peers and experts throughout the country. The ongoing COVID-19 pandemic has made the power of connection even more critical as social distancing measures compelled more people to stay home. Even though social media has emerged as the ideal tool for communication, different community organizations such as the BC Community Alliance have leveraged the connectivity on these networks to advocate for social change (Miller). Suffice it to say, social media is a powerful tool for engaging in advocacy communications.

In a world where news can be created and disseminated simultaneously, the communication process has been significantly democratized by the use of social media. Social networking outlets such as Twitter provide innovative tools like hashtags for mobilizing people towards a common course of action. For instance, in 2020, a moment of reckoning on racial justice was sparked by a video of George Floyd’s murder going viral on different social media platforms. As the BC Community Alliance Spokesperson and  Education Activist Markiel Simpson affirms, elected officials were prompted to act by enacting measures that promote racial equity (Global News). Mainstream media channels, including radio and television, also played a role in diverting attention to one of society’s most controversial topics. Their participation was also proof that media democracy can influence advocacy (Dunbar-Hester 199). Ultimately, social media networks can be argued to have played a significant role in promoting advocacy regarding pertinent issues that affect society.

At the same time, advocacy can be advanced through the establishment of personal learning networks (PLNs) on social media channels. The education sector was one of the most affected segments of society as COVID-19 threatened the lives of students and teachers in classroom settings. As a result, advocating for education, especially online learning became a critical issue. I joined a hashtag called #RemoteLearning, which allowed me to engage with tutors and other like-minded people who challenged my thinking in meaningful ways.

How Does Social Media Use Challenge Advocacy Communications?

While social media has been acclaimed for its progressive approaches, its use also poses challenges that can potentially challenge advocacy communications. Oftentimes, people join PLNs that stand for shared interests. Likewise, these groups also attract individuals with different perspectives. The opinion differences among members can lead to heated arguments that degenerate into hateful comments and personal attacks that can leave some members feeling that their opinions are neglected. Even more concerning is that some users may start to incite religious or racial bigotry, which significantly undermines the ability of social media channels to promote advocacy communications.

If My PLN Amplifies Views of Others

I belong to multiple social media PLNs. Specifically, Twitter is my favourite and I interact with most people on #RemoteEd. This PLN promotes virtual conversations about education but also encourages people to share their views on trending issues like insecurity, mental health, religion and racism. One of the issues that elicited contentious debates was the Nova Scotia attacks in April 2020. While everyone condemned the mass shooting incident that left 22 people dead and three injured, there were different opinions regarding the right to own firearms. Various people considered owning licensed firearms as a fundamental right while others thought it endangered personal security. I was also an active participant but what I noted is that people debated and agreed or disagreed respectfully. This occurrence proved that while the PLN platform does not proactively amplify views from others, it allows them to share their opposing stances on contentious subjects.

Using Social Media to Build PLN – Influencers & Commentators

In recent years, social media has become widespread with billions of users worldwide. Similarly, there are diverse platforms, including SnapChat, Pinterest, Instagram, and YouTube that attract different types of people. As a result, building robust PLNs can be a challenge. Nonetheless, using influencers and commentators can significantly bolster the chances of building a reputable PLN channel on social media to promote advocacy communication. Naturally, people are drawn to PLN channels with more followers or based on recommendations by influencers or popular commentators. Therefore, leveraging their outreach to attract more people is a rational choice in building PLN.

 

 

 

 

 

 

Works Cited

Dunbar-Hester, Christina. “Drawing and Effacing Boundaries in Contemporary Media Democracy Work.” Media and Social Justice, edited by Jansen, S., Jefferson Pooley, and Lora Taub-Pervizpour, Springer, 2011, pp. 191-209.

“EDCI 338 – 2021 – 02 – 22 Markiel Simpson.” YouTube, uploaded by Jesse Miller, 21 Feb. 2021, https://www.youtube.com/watch?v=yCSpm1Lx8-A&feature=youtu.be

“New campaign calls for better representation of Black history in B.C. schools.” 16 Nov. 2020. Global News, https://globalnews.ca/video/7465200/new-campaign-calls-for-better-representation-of-black-history-in-b-c-schools. Accessed 28 Feb. 2021.