Video activism on the social web: New strategies for political protest!

Video activism on the social web: New strategies for political protest!

The use of videos on the social web has established itself as an important tool for social and political debates. On the occasion of the ongoing research project “Attention strategies of video activism on the social web” it became clear that civil society concerns such as the commitment to human rights, environmental protection and resistance to war are often difficult to convey. To reach broader audiences, actors must develop innovative ways to design, produce and distribute videos. Like the Babelsberg Film University ( Film University ) reports, strategies of video activism show both opportunities and risks in the context of political disputes on the social web.

The research project, led by Dr. Chris Tedjasukmana from the Free University of Berlin, as well as Prof. Dr. Jens Eder and Prof. Dr. Britta Hartmann, is dedicated to examining campaign and mobilization videos from various NGOs. This analysis focuses on long-term strategies and spontaneous tactics for generating political attention. Identifying measures to effectively create and distribute video content is one of the key challenges that will be examined over the period 2018 to 2021. The project is funded by the Volkswagen Foundation.

Challenges and dilemmas

A central problem in video activism is the regulations imposed by web algorithms, which favor content from parties, companies and political propaganda. Added to this is the increasing amount of web videos available, which can lead to oversaturation and compassion fatigue among viewers. Actors from NGOs and activist groups therefore use creative advertising strategies to attract users’ attention. This includes original videos and the use of hashtags, such as #BlackLivesMatter, to gain additional visibility.

However, those involved face a constant dilemma between ethical standards and the need to effectively spread their message. These tensions shape the discourse about the effectiveness of political communication in the digital age. The research follows on from the previous project “Motion Images 2.0” and aims to raise awareness of current developments and increase media literacy.

Digital participation and democracy

In the context of digital participation and its influence on democracy and civil society engagement, it is not surprising that social networks play an important role. The analytical approaches show how much the number of social relationships has increased through these platforms. As the Federal Agency for Civic Education ( bpb ) explains, networking can be seen as a new currency for popularity, with social media revolutionizing the rapid spread of appeals for help and solidarity.

However, the study results also illustrate the risks of the digital world: mobilizing support depends heavily on the availability of resources, individual motivation and effectively addressing the target group. The change in mobilization dynamics has meant that personal approach is crucial for active participation. Social networks enable direct contact, but could also lead to a flood of requests for help and calls for support, which undermines the commitment of potential supporters.

Another aspect that will be important for future research is the extent to which digital civil society has the ability to create democracy-promoting cultures similar to the analogue world. While distrust of institutions can increase, digital platforms also offer space for citizens to act actively and in a controlling manner within the political discourse.