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Social Media As Tools of Change

Human beings are social creatures, and as such communication with one another is a key aspect to the functionality of our society. When the way in which humans communicate is changed, society changes in relation. While individual members of society hold some power, through group action their power is increased and the hierarchical power of society is challenged. For society is not the product of individual members alone but also of constituent groups . Clay Shirky thinks of group undertaking “as a kind of ladder of activities- enabled and improved by social tools”. These activities are sharing, cooperation and collective action. The greater ease and speed with which these activities can be achieved, the better group power can be established and action carried out. Thus, events such as the emergence of the newspaper are bound to have a dynamic and prominent effect on society. Through the sharing of information once private or unknown, greater awareness is achieved among citizens. This is the first step in undermining a hierarchical structure; increased knowledge of how it functions and within what environment. The introduction of the newspaper to Canadian society in the 18th century challenged the existing social structure by providing unprecedented information to citizens and allowing for a public forum where opinions of the people could be shared. The emergence of 21st century social media continues to challenge social structure through the same spread of information and public forum. However, while 18th century newspapers were essential in the sharing of information, 21st century media takes social change to the next level in allowing for the simple and rapid creation of public groups and collective action.

Hierarchy

According to author James A. Pooler, hierarchy is “an organizational system that is structured in a treelike manner, with levels of status or authority stacked one above the other”. These systems exist in the world naturally and are numerous throughout human society. Though most often invisible, hierarchies determine the nature of the social and economic systems which govern human life. These hierarchical structures play an important role in the organization of society, providing a position and role for everyone. Hierarchies can be found everywhere from educational hierarchies, to political, corporate, religious, social, and many, many more. These systems hold strong influence in the everyday lives of citizens aiding in the construction of our civic roles. As a basic principle of hierarchies, power, control and authority are often associated with those in the top position of a hierarchy, while those at the lower end are subservient to these higher powers . Control is exercised through information passed down to the lower groups who are instructed to obey. Most often resistance or debate by the lower group is futile, with little to none of their input being incorporated into the structure. Author James A. Pooler notes that hierarchies change throughout time, they are dynamic and evolving entities. Throughout history hierarchies have constantly evolved, having been challenged by those unhappy with their state of affairs or having gained the power and knowledge to rise to the top. Information and communication are key concepts in the transition of power structures and hierarchies. The evolution of social media has provided citizens with new tools and methods in which to dispute the control and domination of information in our everyday social hierarchy.

18th Century Newspaper in Canada

Background

Newspaper arrived in Canada in the mid 18th century by the combined efforts of Bartholomew Green and John Bushell. In 1751, Bartholomew Green opened a printing office in Halifax and made formal outlines for the creation of a Halifax newspaper. Dying before he could see the first paper, Green’s project was picked up by his printing partner in Boston, John Bushell. Bushell took up the paper, and on March 23, 1752, the Halifax Gazette was printed and published as Canada’s first newspaper. Despite its late arrival in Canada, the newspaper was a large success and took off rapidly. By 1812 there were 20 different papers in British North America with a circulation of about 2000 copies. Here is a list of the first few papers to follow the Halifax Gazette:

• 1764 the Quebec Gazette
• 1766 another Halifax paper by Bushell
• 1769 Nova Scotia Chronicle and Weekly Advertiser
• 1778 La Gazette du commerce et litteraire, pour la ville et district de Montreal
• 1783 New Brunswick
• 1783 Royal St. John’s Gazette and Nova Scotia Intelligencer
• 1785 La Gazette Montreal (previously La Gazette du commerce et litterarire)
• 1787 The Royal American Gazette, Charlottetown
• 1793 established government press in Niagara on the Lake

As outlined by this list, integration of newspapers into society increased dramatically following the Conquest. The political turmoil in America was bleeding into Canadian society and its issues were taken up in the newspaper. Following the Stamp Act of 1965 an influx of loyalist printers moved to Canada and so set the stage for public contest .

18th Century Newspapers and Politics

With the arrival of newspapers in British North America, the press was largely a tool of the government. The newspaper mainly included “revenue- producing government announcements, proclamations, orders and enactments” . Government patronage was essential to the paper’s survival and thus a necessary part of its content. However, this did not stop individuals from printing their own opinion and criticisms of society and its rulers. Through the newspaper it was possible for rebels and reformers to establish a common cause among its readers .

The Quebec Gazette, organized and run by William Brown, was one of the first papers to criticize the government in its pages. In 1764 the paper printed a piece of political propaganda entitled, Presentments by the Grand Jury, written by a small group of English merchants in Quebec. The article was a “thinly disguised attack” on the lenient policies of Governor Murray towards the French and was followed by other addresses to the Governor regarding the repeal of the Quebec Act.

In 1766, apprentice of The Halifax Gazette Isaiah Thomas openly criticized the Stamp Act with permission of the paper’s second editor Anthony Henry. The provincial secretary responsible for the newspaper suspended the gazette and removed Henry from his position .

In 1778, Fleury Mesplet, a rebel political leader from the states was given permission by Governor Guy Carleton to print and publish a paper in Montreal. Mesplet had to promise he would print nothing offensive to the government or the Church. Mesplet kept his promise however his co-editor Valentin Jutard known to the law already, proceeded to write personal attacks on local judges. Carleton immediately suppressed the paper and imprisoned both Jutard and Mesplet.

These statements and addresses were of a bold nature during this time of strong political hierarchy. The British monarch was a strong hierarchical structure and those who challenged its authority were punished, noted in the numerous bills forced upon the Americans leading up to the American Revolution. The newspaper was a tool used to watch over the government, a new forum to dispute political rulings and social injustices backed by the power of the collective. If the government was acting unjust or abusive, people had the power to criticize that authority through the paper. This medium promoted the transmittance of information and of public opinion that frightened the elite powers . For although they are at the top of the hierarchical structure, the events of the century had proved that the power of the many was greater than the rule of one.

18th Century Newspapers and Society

Eighteenth-century newspapers also affected society on a communal sense. As newspapers grew, so did a sense of community as people were sharing information that united them as an interrelated group of people sharing similar opinions, concerns and fears. While politics was the dominant topic of discussion in the papers, there were also many advertisements and notices regarding the general community. These are examples taken from the Montreal Gazette in 1764-1765,

Quebec June 28th 1764 By a private letter from Niagara, of the 26th of May, we learn that the Troops raided here, arrived there the 18th, and on the 20th were ordered out 9 Miles above that Place, in Order to erect a small Fort, to protect the Landing the Provisions and other Stores; and that last Week they were joined by a Party of General Johnson’s Indians, and were in daily Expectation of his arrival with the Remainder, also with the Troops raised in New York, and the other Colonies on the Continent, and that all the Indian Nations were summoned to meet that General at Niagara…

This is to give notice to the PUBLICK That on the second day of August last, the post-rider named Lortie, was entrusted by Philip de Jean, Merchant in Montreal, with a large Letter, sealed with a black Seal, directed to Mr. John Rowe Merchant at Quebec, which he was to deliver to said John Rowe; but the said Lortie, having been examined in the Presence if Witnesses, declared that he lost the same. Whoever shall discover, or has found said Letter, and will be kind enough to deliver it to Mr. Johne Rowe, at Quebec, or to Mr. Philip De Jean, at Montreal shall be rewarded for their Trouble by Their most humble servant, Philip De Jean. Montreal, September 6, 1764 .

Thursday January 31, 1765 An ASSEMBLY Will be held on Tuesday Evening next, at CONCERT HALL, to begin half an Hour past Six. .

An evolving sense of community grew from newspapers, as various matters regarding society, politics and economics were shared. They provided a solid base of information sharing with which society could build from, either in celebration and understanding or perhaps to challenge the hierarchical powers that were. However, a sense of community began to develop that was misunderstood by the British government who ruled from across the ocean. A united identity was forming which would in 1867 result in Confederation. Thus the newspaper led to an undermining of the British government, as it was a tool of communal identity and sharing. The hierarchical structure of colony and mother colony was distorted and Canada was born in 1867. Newspapers provided a solid foundation for which individuals could unite as an informed body and thus hold greater power as a united community. Social media of the 21st century continues to overturn similar values and hierarchical structures in society. Vast communication networks have been created and allowed for the quick and easy sharing of information on a global level. Like eighteenth century newspapers this has aided in undermining conventional political and social structures as well as developing a new community.

21st Century Social Media

The expansion of social media that has emerged in the 21st century has led to the creation of improved and diverse ways of communication between members of society. Not only is communication between people made easier, it is also faster and more varied. In particular the ability to coordinate group action has significantly influenced society as a whole.

Forrester Research states that, “75% of Internet surfers used “social media” in the second quarter of 2008 by joining social networks, reading blogs, or contributing reviews to shopping sites”. According to Andreas M. Kaplan there are six different types of social media:

1. Collaborative Projects – wikis
2. Blogs and Microblogs – Twitter
3. Content Communities – Youtube
4. Social Networking sites – Facebook
5. Virtual Game Worlds – World of Warcraft
6. Virtual Social Worlds- Second life

These social media can take on different forms and include different technologies such as: blogs, picture sharing, podcasts, wall posting, email, instant messaging, music, and video. In Canada by the end of 2005, 20.45 million people were online out of 32.20 million, roughly 63.5% of the country . The 21st century offers a transition from discrete media into an era of communication networks . Author Shirky states that “if you make it easier to do something [people] are already inclined to do, they will also do more of it” . Simple ways of creating groups has lead not only to the creation of more groups, but new kinds of groups . Social media of the 21st century has enabled novel forms of communication as well as collective group action, establishing larger and more distributed groups than at any other time in history . Newspapers were the bedrock of an information culture and the roots of 21st century social media.

Twenty-first century social media continues to provide, as 18th century newspapers did, a social sharing of political information that grants citizens a sense of power. However, it further provides the tools to formulate group cooperatives that can put to use the information gained and take direct action.

Political Hierarchy

Initiated with the newspaper, politicians have remained under the watchful eye of their citizens, acknowledging that they could be rebuked for any poor action. One of the most powerful aspects of the media is its capacity to influence public opinion on political matters With the tools to formulate cohesive groups, sharing information takes on new implications. Through social media such as facebook, text messaging and twitter, groups have found power in spontaneous collaborations of political protest. Through these protests high government powers are scrambling to maintain control and authority over their citizens. Citizens are taking out the middle part of the hierarchical structure and taking direct action, demanding the immediate response of those in highest authority. This challenge to political hierarchy has been seen around the world and continues to spread quickly.

Occupy Together

On September 17th, 2011 the Occupy Wallstreet movement began in Liberty Square in Manhattan’s Financial District. Protesters have rallied to fight “the corrosive power of major banks and multinational corporations over the democratic process, and the role of Wall Street in creating an economic collapse that has caused the greatest recession in generations”. Over 1, 500 cities globally have taken action including Toronto in its very own Occupy Bay Street. Social media has played an immense role in the wide scope and power that this protest has achieved. Under YouTubes News and Politics category, 1.7 million videos are tagged with the keyword “occupy”, having been viewed 73 million times. On Facebook there are 400 pages with 2.7 million fans around the world. On Tumblr.com the “we Are the 99 percent” blog is publishing numerous stories regarding the key issue and events of the protest. Hundreds of personal stories have been uploaded regarding the struggle of student debt, healthcare costs, and foreclosure. Dozens of new wiki and web pages have appeared including OccupyWallst.org and HowtoOccupy.org .

http://www.facebook.com/pages/Occupy-Bay-Street/180376238704926

Social media has connected millions of people in coordinating political action quickly and effectively without conventional leadership, challenging traditional political power structures in more ways than one. Governments are unsure of how to react or respond to this new rise of the lower half. Authority has moved from the hands of government leaders to the hands of its citizens as direct group action continues to grow.

Corporate Hierarchy

Another social structure under scrutiny is that of the corporate system. Previous to 21st century social media, companies were at a great advantage in controlling the information that was available about them to the public. This was done through good public relations and strategic press management. However, modern tools have opened up new avenues for customers to comment on and judge a company’s products and reputation.

Boycotts

Again through the diverse collection of public opinion that is now available online, shoppers turn to each other for guidance in their purchasing choices. Companies find themselves unable to edit or debate publicly posted comments regarding their products that may not be of a good nature. Moreover, a growing number of Canadian consumers are choosing to support companies they feel are “socially responsible” and avoid those who are not . Beginning in early 2002, 5.5 million Canadians actively boycotted goods or services for reasons solely based around the company being a bad corporate citizen . Some of these companies include tuna companies for endangering dolphins, cosmetic companies for animal testing, Procter and Gamble for environmental reasons and Nesquik for selling baby formula to Third World countries . Facebook offers a series of pages calling for the boycott of various companies including Walmart, McDonalds, BP, Disney, Japanese Whale products and more.

• http://www.facebook.com/group.php?gid=2204716652
• http://www.facebook.com/group.php?gid=49098690987
• http://www.facebook.com/pages/Boycott-BP/119101198107726
• http://www.facebook.com/apps/application.php?id=212603955431203

Through this social communication corporate powers are facing strong confrontation, and their once undisputed reputations are in shambles. Instead of consumers being at the whim of companies feeding them bias information about their products, companies are now answering to the moral and ethical demands of its consumers. Through the spread of information and the ease and ability to formulate groups, corporations have no choice but to acknowledge the demands of their consumers or face rejection.

Media Hierarchy

Before the growth of ownership and censorship in papers, the information published was raw opinion and fact . The public opinions posted in the early newspapers of the 18th century were unfiltered information pieces written by the paper owners in attempt to inform the people. When the elites saw the danger this presented to their control, censorship and ownership of newspaper companies became a mandatory issue. Since this time, most media systems have been “filtered through a series of constraints, corporate control, advertising and the dominance of “official sources” so that the public receives a highly contrived and sanitized view of reality . Social media of the 21st century has allowed for these lenses to be removed and a public account be put forward. Networks such as blogs, youtube and twitter have put media in the hands of individual members of society. Newspapers and televisions can no longer distort the details or events as a public record is available that could contradict these “official” sources. In a sense, average citizens have become the media.

Toronto G20 2011

On the 26th and 27th of June 2010 the G20 Summit was held in Toronto, Ontario where 19 countries and the European Union met to discuss international issues. Protests had already begun a week prior to the event, and security measures were set up by Toronto police to ensure the security of those downtown. As the summit continued more and more protests arose and numbers grew increasingly. As events turned violent journalists were downtown on the streets “tweeting” their every moment and experience. The Toronto Star had reporters such as Jennifer Ylang following the scene, and TVOs Steve Paikin was also there providing a twitter update. These individuals were able to provide information long into the night as they followed the frontlines of action. Information was being communicated live and in the moment with details of what was happening. Steve Paikin tweeted such threads as:

• “cops tightening their perimeter. why? they are forcing something they dont need to force 10:32:03 PM”
• “cops moving closer why? 10:37:09 PM”
• “arresin people 10:47:11 PM”
• “weapons are rubber bulles 10:54:18 PM”
• “i. gone police escor me 11:02:16 PM”

In this scenario we see social media again acting as a watchdog of mainstream media as a public record is established. This elite domination of media has been broken as individuals are able to use social media such as twitter to provide in the moment information. The use of video played a major role in the G20 events, as people were able to capture the abuses carried out by official authorities that would have otherwise gone unknown. The Toronto police department faced a barrage of accusations for mistreatment of citizens and foul play in their performance as “security”. Though there is not a complete reversal in the power structure of society there is most definitely a weakening of elite authority: “because of pesky shooters with cellphones and the like recording the truth, officers were charged, police brass were forced to apologize and political leaders were embarrassed” .

Democracy is “premised on the ability to deliberate and reflect on issues” . John Dewey argued that it was not a lack of ability the public lacked but rather the resources to have a public conversation . Eighteenth century newspapers and 21st century media have aided in the democratization of society by providing people with information, and finally the ability to have global conversations. Traditional hierarchy is overthrown as people around the world unite against the leaders of the world to aid in establishing a more equal world. As reporter Antonia Zerbisias for the Toronto Star says “The revolution wont be televised, it may be tweeted”.