The new tools of social media have reinvented social activism (Sivitanides & Shah 2011).                                                                                  Â
A digital activist campaign is an organised public making collective claims on target authorities using digital media (Edwards et al 2013). The New York Times (Shane 2011) described how social networking helped accelerate Tunisia's revolution and in the process ignited desire for democracy that traversed the Arab world at breathtaking speed. Social media platforms featured in these struggles by modifying the communication process through digitalisation, convergence and mobility (Viera 2013). The internet, Facebook and Twitter were essential sources of information and Ben Mhenni, a blogger named 'A Tunisian Girl', rose to prominence providing the world firsthand accounts in three languages (Ayari 2011).
                   Interestingly, Arab activists strongly reject the notion that the uprisings were spurred by an online revolution. "The revolution was made by people" said Mhenni (Ayari 2011), a view reinforced by Gladwell's observation that East Germany overturned a government in 1989 when only 13% had landline phones (socialcapital 2011). To mobilise citizens, social media must complement the cause prompting action. The consolation act of 'liking' a movement on Facebook or a retweet, referred to a 'clicktivism' does not suffice.Â
https://www.youtube.com/watch?v=QcSZsjlqs4EÂ (UNICEF Sverige 2013).
 By not participating in digital activism, mine is a 'persistent perspective' (Sivitanides & Shah 2011), meaning I believe digital tools facilitate activities that were already possible offline, just quicker and cheaper. Viral videos including KONY 2012 and 'ice bucket challenge' raised enormous awareness about issues by getting people to talk. Unfortunately, talk is mostly all people did. Clicktivism (or slacktivism) is criticised for its failure to convert awareness into real world action. This disparity was highlighted by UNICEF Sweden with their 'Likes don't save livesâ campaign. The perception is, instead of money, one donates their valued time and valued social post to generate greater awareness, though this lacks substance and long term impact (Kosinski 2014). Harling (2013) cites examples where slacktivism proved successful (eg. SOPA protests) arguing that it can provide a launch pad for wannabe activists.
 The SOPA protest was against a proposed anti-piracy law preventing the hosting of copyright content. Culture jamming combines political communication with raising awareness of eroded cultural, political and social values by commercial environments (CCCE). Culture jamming is the practice of parodying advertisements to drastically alter their message (Klein cited in Activist Facts 2014), predominately by memes used to circulate transformed politics and communication.
 The integration of new media tools and innovative practices would best serve activists in the future. Applied activism should remain first and foremost.
https://www.youtube.com/watch?v=b_RjndG0IX8 (Do Something, West 2014)
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Center for Communication & Civic Engagement, Culture Jamming, Center for Communication & Civic Engagement, viewed 13 December 2014, http://depts.washington.edu/ccce/polcommcampaigns/CultureJamming.htm.Â
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Socialcapital 2011, âTwitter, Facebook and YouTubeâs role in Arab Spring (Middle East uprisings) [UPDATED 7/7/13]â, Social Capital Blog, 26 January, viewed 13 December 2014, http://socialcapital.wordpress.com/2011/01/26/twitter-facebook-and-youtubes-role-in-tunisia-uprising/.
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UNICEF Sverige 2013, Likes don't save lives - Unicef Sweden - the restaurant, 25 April, viewed 13 December 2014, https://www.youtube.com/watch?v=QcSZsjlqs4E.
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