On Gay Rights, Moving Real-Life Friends to Action
The successful battle for gay marriage legislation in New York State involved the debut of an intriguing new way to apply social media to social change: Friendfactor. While the precise role it played in the law’s passage is unclear, Friendfactor offered a new model for online organizing that could become very useful in similar rights campaigns.
Although Friendfactor depends on social media to contact people, the strategy it used to support gay rights differed in important ways from the supposed Twitter and Facebook “revolutions” we have read so much about : it capitalizes on the strong bonds of real friendship — the old-fashioned sort that exists offline — to move people to action.
As a revolutionary tool, digital media has many obvious advantages, but two major flaws. First, revolutions do not take place online. They take place in the street. Let’s say you have 70,000 people on Facebook. You still have to do something with them. What? In revolutions that succeed, like the one in Cairo’s Tahrir Square, organizers have a carefully-planned answer to that question. The second problem is that online connections alone, like “friends” on Facebook, are not strong enough to motivate people in tough or dangerous situations. As Macolm Gladwell noted last year in a piece in The New Yorker, high-risk activism is a “strong-ties” phenomenon. The people who stayed with the American civil rights movement, he explained, were not more committed than those who dropped out, but they had more personal connections to others in the movement. The Egyptians in Tahrir Square were motivated by their connections to others in the group around them. They wanted to go out in the street and be daring and take risks with their friends. Real friends can flip a switch that turns ordinary people into heroes. Online “friends” cannot.
What emerged in the gay marriage campaign in New York is that Friendfactor found a way to combine the agility of online communication with the strong ties of real-life friendship.
http://opinionator.blogs.nytimes.com...nds-to-action/
Note: Update Record,July 7, 2011, 7:43 pm
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