Social media can be a powerful catalyst for social movements has sparked revolution, amplifying voices for social justice and transformation.
Serving both as a reflection of societal values and a powerful tool for shaping public opinion and mobilising change, pop culture to me is the collective creativity and imagination that shapes my identity and influences my daily life.
From music and film to fashion and social media, pop culture also actively contributes to the evolution of social movements, often accelerating their impact and broadening their reach.
However, the advent of social media has really revolutionised the landscape of social movements in South Africa. Platforms like TikTok, Twitter, Facebook, and Instagram have provided new avenues for activism and engagement between citizens, influential figures, and government too.
Social media as an extension of pop culture has profoundly shaped how I speak, write and interact with people. It has introduced me to new words, phrases and expressions that I have adapted as part of my everyday vocabulary. From using common slang and interacting with memes, it has constantly been evolving and influencing my social life.
Every now and then, a new word or phrase explodes on TikTok. Suddenly, it’s all anyone can say. A relevant example is the current Tiktok trend started by Joolie Lebron of “very demure, very mindful”. This is because the trend has expanded my vocabulary, exposing me to the word as a synonym for modesty, something that would have likely remained unknown to me.
Another example of the power of social media in contemporary South African activism, was the #FeesMustFall movement, which began as a student-led protest against rising tuition fees is evidence of such power.
The singing at protests, livestreamed and tweeted updates and meetings, not only made the protests more visible but also underscored the cultural significance of the struggle. The movement, which gained momentum through online campaigns, brought thousands of students from behind the screens of their phones out onto the streets, leading to significant discussions and policy changes regarding higher education funding.
Similarly, social media has been instrumental in the #TotalShutDown movement, which seeks to addresses gender-based violence (GBV) and femicide. Digital platforms were used to organise protests, share survivors’ stories, and advocate for legislative changes. The ability to mobilise rapidly and engage a wide audience demonstrates the transformative potential of social media, the icon of pop culture, in driving social change.
While pop culture has proven its worth in society, it also faces challenges. The commercialisation of activism, where social issues are turned into marketable products or trends, can dilute the core messages of movements.
An example is how GBV and women equality is a serious social issue in the context of SA and so often, companies do not necessarily make active steps to address these issues but year in, year out they will go on these campaigns of 16 days of activism and about women’s month.
A recent example of this is the e-hailing service, bolt. In South Africa, bolt is infamous for drivers beating, kidnapping, raping and stabbing unsuspecting riders. Yet yearly, they always have a women’s day and a 16 days of activism campaign running. Promos are given to female clients during women’s month by bolt, yet the on-going violence between drivers and female passengers that have been reported are not addressed swiftly.
This commercialization can shift the focus from advocating for substantial policy changes and addressing systemic issues to merely capitalizing on a trendy cause.
Additionally, the rapid spread of information on social media can sometimes lead to misinformation or superficial engagement with complex issues.
Social media is a potent force in shaping social movements by amplifying marginalised voices, challenging societal norms, and promoting collective action. Its ability to engage large audiences and frame important issues in accessible ways makes it a crucial element of modern social movements.
FEATURED IMAGE: Sanele Sithetho, 2024 Wits Vuvuzela Journalist. Photo: File/Leon Sadiki
RELATED ARTICLES:
- Wits Vuvuzela, Social media vigilantism no defence against GBV, September 2019
- Wits Vuvuzela, From social media to social impact, August 2019
