The past 30 years have seen sweeping change in how social movements organise, mobilise and appeal to the public, largely as a result of digital media. This article takes stock of these changes by focussing on transnational movements with a strong presence in the UK, movements that were emblematic of broadly two key phases in the relationship between digital media and social movements: the periods before and after the emergence of social media.
The pre-social media period began roughly in the mid-1990s and ended with the 2011 wave of mobilisations. It was a phase dominated by websites and email lists, and included significant experimentation as this was when social movements started to explore the uses of digital media for activism.
GJM activists used websites and email lists intensively to disseminate alternative information to the public and to promote the activities of the movement. The web was important for establishing alternative news websites and for facilitating the production of news from below, by amateur citizen journalists with limited resources and training. Indymedia played a crucial role in this respect. The first Indymedia site was founded during the ‘battle of Seattle’ when GJM activists realised that mainstream news outlets were either marginalising or misrepresenting the protest. UK Indymedia, which also began in 1999, trained a new generation of activists in alternative news production. Indymedia was indispensable for promoting a culture of ‘open publishing’, allowing activists with no journalistic experience to easily publish their own reports from the streets and in an unfiltered manner, a feature that seems a given now, but was almost unheard of at the time. Indymedia also reported on the anti-war mobilisations in the beginning of the 2000s, when people opposed to the wars in Afghanistan and Iraq took to the streets. The demonstration against the war in Iraq in February 2003 still remains the largest that the UK has ever seen.
Websites and email lists also transformed the organisational dynamics of social movements. Communication that was much more expensive in the past, and thus required infrastructures offered by well-resourced organisations – from printers to photocopiers to telephone lines –, could now be undertaken by smaller groups or even by interested individuals. This provided grassroots groups and activists with greater organisational autonomy in coordinating large protest events. It also lowered the costs of negotiation in the formation of coalitions, making it easier to bring different groups together in organising events under informal umbrella platforms. Activists could simply launch a common webpage for the event, with links to the websites of separate organisations, without entering into in-depth discussions. Therefore, the use of websites and email lists allowed the GJM and other social movements during this period to operate as ‘networks of networks’, eschewing hierarchical organising i
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