Activism Through Technology: Technological determinism or social constructivism?

                There are two opposing theories in computer meditated communication (CMC) research explaining the relationship between social transformation and technology.  One of these theories is technological determinism which posits social transformation is caused by technology.  According to this view, technology effects social change at three levels, individual, social interaction, and institutional.  While the opposing view, social constructivism theorizes that people cause change not technology.  Furthermore, it includes the idea that technology is dependent on our uses, the context, and application to bring about social change.  While most CMC scholars stand on one side, personally, I believe both these theories are in effect when it comes to technology and social transformation. 

                Activism is a great example of both technological determinism and social constructivism at work.  Most, non-profit organizations and other groups currently use technology and social media to promote their cause.  In the past, these groups had to work very hard to get their messages out to the public and change took a lot longer.  During the civil rights movement, for example, activist engaged in non-violent protest, boycotts, and sit-ins to fight for equal rights.  Now with more advanced technology, the internet, and social media activist can spread their messages to larger audiences all over the world in relatively little time. 

The article, HowSocial Media has Changed Activism – A look at the benefits of online collectiveactivism, takes a technological determinist view and describes how technology has changed the way non-profit organizations market.  The article discusses how before the internet it was much harder for non-profit organizations to advertise on small funds and tight budgets.  Often there was controversy over using funds to advertise when all the money should have been going towards the cause.  These organizations had to put in a lot of hours and depended on word of mouth, fliers, and the media that was available at the time, such as radio, television, and newspapers.  However, now raising awareness for a cause is as easy as a click of the mouse.  Most organizations have their own websites with information on what their purpose is, why it is important, how to get involved, and how to donate.  Internet users can now share these sites on social networking sites, such as Facebook and twitter.  Non-profits can also use content sharing sites, like YouTube, to raise awareness.

Two big examples of activism through technology and social media that come immediately to mind are Kony 2012 and the ALS ice bucket challenge.  During my freshmen year, the Kony 2012 video produced by Invisible Children,Inc. went viral.  The purpose of the video was to make African militia leader, Joseph Kony, and his crimes known worldwide so that we would be arrested by the end of 2012.  After the video was released, everyone was talking about it and it even led to a resolution by the United States Senate.  I was actually involved in a group project for my Rhetoric and Civic life class, in which we created a video about the invisible children organization and how they used the Kony2012 video to spread awareness.  Another example, the ALS ice bucket challenge was started by the ALS Association to spread awareness about the neurodegenerative disease, amyotrophic lateral sclerosis (ALS), and increase donations.  The challenge was to either donate $50 or donate $5, dump a bucket of ice water over your head, and post a video of it on Facebook challenging your friends to do the same.  The challenge was all over the news and everyone was talking about it.  The ALS association reported that the ice bucket challenge led to donations of about $115 million. 

These two campaigns which took advantage of social media were incredibly successful and demonstrate how activism has changed as a result of advancing technology.  However, I would also argue that the success of these campaigns was also dependent on the organizations choice to use media and the general public’s choice to participate.  Remember the social constructionist theory posits technology depends on our uses, the context, and the application to bring about social change.  So although the internet and social media have given us a new way to promote causes, I believe we also construct the way we use this technology.