The Facebook Effect and Grassroots Mobilization

Last time, I talked about Twitter and grassroots mobilization, but I also want to examine Facebook's ability to support grassroots mobilization. David Kirkpatrick, in his book, The Facebook Effect, explained that this type of effect "happens when the (Facebook) service puts people in touch with each other, often unexpectedly, about a common experience, interest, problem, or cause" (7). In turn, "Facebook's software makes information viral" (7).

This capability was first noticed on a large scale after Oscar Morales started a Facebook group on January 4, 2008, called "Un Millon de Voces Contra Las FARC," or "One Million Voices Against FARC" (3). Columbians were tired of the tactics used by guerrillas of the Revolutionary Armed Forces of Columbia (FARC), but they were also afraid. To start or join a protest group using your real name and information, even virtually on Facebook, was a risk. But people were tired of living in fear. Thousands joined Morales' group and wanted to act. A protest with a national march was organized for February 4, 2008. By that day, 350,000 had joined Morales' Facebook group and approximately 10 million people in Columbia showed up to protest, with another 2 million worldwide (4-5). Clearly, Facebook had "alter[ed] the character of political activism" (15). The Facebook effect had begun.

Another early example of the mobilization power of Facebook also occurred in 2008 with a Facebook group called "Protect Your Bright Futures" (289). Florida state senator Jeremy Ring introduced a bill to the Florida state legislature that would redirect state scholarship funds from liberal arts students to math and science students. A University of Florida liberal arts student, Will Anderson, create the "Protect Your Bright Futures" Facebook group and invited 200 friends to join. Those friends invited more friends, and more and more people learned about the group, because "within 11 days the group had swollen to 20,000 members" (289). Then, Anderson received a call from Ring, who explained he had withdrawn the bill. As Ring told the South Florida Sun-Sentinel, "You can't ignore 20,000 people" (289).

Think Big Topeka is another example of Facebook's power to mobilize. Google announced they would be testing ultra-high speed broadband in trial locations, and the people of Topeka, Kansas wanted in. A Facebook group was formed, a traditional website was launched, and a media blitz followed, including flash mobs videotaped and broadcast on YouTube as well as the mayor of Topeka renaming the city to "Google" for the month of March 2010. In response, Google, in its usual April Fools Day joking fashion, renamed themselves to Topeka for the day.

photo credit: http://cjonline.com/news/local/2010-04-01/google_gag_tickles_topeka

While Topeka ultimately did not make the cut for Google's test group, the initial grassroots effort spawned and revived other local community groups in Topeka, helping to mobilize and organize people committed to the betterment of Topeka (Kirkpatrick).

As Kirkpatrick explained, "Facebook has now become one of the first places dissatisfied people worldwide take their gripes, activism, and protests" (290). And it seems to be working, probably because Facebook's "viral communication tools enable large numbers to become aware of an issue and join together quickly" (290).

In some countries, the Facebook effect is starting to affect the processes of democracy itself (15). Facebook gives power to the people, and some governments are running scared. In 2009, after activists began using Facebook to organize, Facebook was blocked by the Chinese government, although a partial unblock in 2013 was reported. Other countries such as Syria, Iran, and Bangladesh have blocked Facebook as well.

But does one click of the mouse convey true conviction and support for a cause? Three political scientists from the University of California attempted to answer that in 2009 in a paper called "Facebook Is...Fostering Political Engagement: A Study of Online Social Networking Groups and Offline Participation" (292-293). The scientists correlated membership in Facebook political groups with real-world involvement and found that "membership in online political groups via the Facebook platform encourages offline political participation" (293).

It's well-known that Barack Obama's presidential campaign in 2008 used Facebook and social media to organize and empower voters, especially young voters. It was this mobilization of young, previously politically inactive voters that helped lead him to victory.

Within the last week, Facebook was used to help track down a kidnapped infant. A newborn was stolen from a maternity ward and the baby's father issued a plea for help along with a description of the vehicle on Facebook. Four people saw the post and decided to search for the vehicle, and later saw a picture of the suspect disguised as a nurse. One of the four recognized the suspect as a former neighbor, went to the person's house, saw a vehicle matching the description, and alerted police, who found the baby. The entire ordeal was over in less than 3 hours, thanks to Facebook. (http://www.nbcnews.com/news/world/facebook-users-help-reunite-abducted-baby-mom-just-three-hours-n116111)

Facebook can unite and mobilize people for all kinds of causes. Whether you want to bring back your favorite T.V. show from cancellation, find a missing person, or show your disgust with an organization, using Facebook, you can probably find a lot of people who agree with you, or will at least click that they do. Just like petitions, protests, and marches in real life, if you can gather enough people, others will start to pay attention, too.