Right-Wing Taking the Lead in Social Media?
While cash strapped progressive orgs and traditional advocacy organizations sometimes hesitate or balk at investing in web 2.0 their mission may be coming under new attack, from a well funded right-wing that is embracing viral media.
The Fraser Institute—a right-wing think tank that advocates “market based solutions” for social issues like education, health care and the environment—released this video targeting high school kids. The framing? That it is a message of “irrefutable fact and common sense”. The message itself? Global warming is a lie designed from stopping YOU from doing what YOU want. They actually stop just shy of calling it a lie, but it matters little. Their message comes through loud and clear—environmental concerns are over-hyped fear mongering that do nothing but limit your freedom and choice. To quote a mock text conversation from the video:
“I sat through 8 shows of An Inconvenient Truth in school. What a CWOT (complete waste of time).”
“DSTR8 (damn straight!)”
The film ends with the line, “Question the hype.”
Indeed. But the real question is—is the progressive and social change sphere at risk of falling behind a well funded right-wing in the realm of social media? Are those interested in profit and deception more willing to adopt web 2.0 tools to further their missions than cash strapped charities who are accustomed to traditional fundraising and communications models?
What do you think?
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Comments
Add Your CommentMy biggest client won't like this much
One of my clients has a long history of social marketing for environmental behaviours, and we're working on their current big push to help people save energy so we can meet our green energy targets in BC.
That's why I was so flabergasted at the Fraser Institute's video saying, very directly: "dude, keep driving your SUV, drinking bottled water, and running the water while you brush your teeth, it's all BS."
I mean, I know everyone's cynical these days, and we need to do a lot more than shift individual habits to make it, but trying to blatantly undo a generation of well meaning social marketing by thousands of organizations around the world? During this time of clear social, environmental, and economic concerns?
I can almost forgive their decades of relentless market fundamentalism (even though that's now a largely discredited belief) but this kind of blatant anti-earth behaviour crosses the line and should be stopped.
Would love to hear anyone's ideas for web campaigns we can run to tell them how we feel...
Said better than I could...
Don't know if you've seen it yet, but David Eaves skewers this campaign way better than I could:
http://eaves.ca/2009/04/22/the-fraser-insitute-a-case-study-in-how-not-to-engage-young-people/
believe in the kids
I wonder if the real answer to scumbag lies promoted through social media is not in a "counter" campaign but in the kids themselves. In other words, will they not see through this shit and dump on the campaign even harder?
The thing I've learned about social media is that it takes guts and honesty and if you're trying to manipulate people by adopting kids tools they are going to see through you and dump you in a heartbeat.
If I start wearing skater clothes and pierce myself, are the kids going to believe I'm young? Cool? No. Climate change deniers who slather themselves in greenwash social media are going to get hung out to dry by the very folks who they are trying to reach. That's my prediction.
Not that we should sit back and do nothing. Just that we should be consistent, honest, and true to our beliefs and do our research. If we exaggerate or misrepresent we'll get caught and laughed out of town. If our message is real, then it will be respected and repeated.