Subversive Recipes for Communication for Development and Social Change in Times of Digital Capitalism

The era of digital capitalism poses conundrums for communication for development and social change scholarship and practice. On one hand, mainstream social media platforms are an increasingly ubiquitous element of the everyday media practices of growing portions of the global population. On the other, the profit-driven architectures can make these hostile spaces for progressive social change dialogues. While a burgeoning literature exists on the uses of social media as part of hashtag-activism and social movements, much less critical consideration has been given to NGOs’ and civil society organizations’ uses of capitalist-driven social media platforms in their development and social change efforts, and the challenges and compromises they navigate in this, consciously or not. This paper argues that meaningful uses of social media platforms for social change requires cultivating a hacker mindset in order to find tactics to subvert, resist, and appropriate platform logics, combined with an ecological sensibility to understanding media and communication. This paper analyzes how metaphors, specifically of a recipe, can offer a productive, praxis-oriented framework for fostering these sensibilities. The paper draws on insights from workshops with IT for Change, a civil society organization in India, which is both a leader in critiquing the political and economic power of Big Tech especially in the Global South, and beginning to use Instagram for its work on adolescent empowerment.