I recently had an opportunity to read about how that social media creators sought to use cyberactivism to support Breast Cancer Awareness Month in October.  Complete with Facebook memes these creators wanted to tap into the willingness of individuals to participate and share in spreading awareness. Through a variety of memes created to bring attention to breast cancer prevention these memes brought a kind of uncertain attention to the campaign. Whether it was through female participants using the color of the bra they were wearing to create awareness or using the place they stored their purse as a funny way to create a sexually charged title the breast cancer campaign sought recognition for the cause.  However, at the same time these diffusion efforts limited people such as the men who developed breast cancer and they never urged people to take real action to assist in finding a cure for breast cancer.

Indeed the memes served a great purpose to generate individual participation but they sustained a mystery that promoted a lack of action.  “Individuals who share the message feel good about doing their part to spread breast cancer awareness.” (Mahoney & Tang, 2024) In the end though, cyberactivism without real world action is nebulous as a solution.  Simply put, “The problem with these types of diffusion-centric campaigns is that they are not linked to real-life action.” (Mahoney & Tang, 2024)

In the end as with any social media mobilization campaign it is important to first consider whether “a lack of awareness is the biggest challenge to the cause.” (Mahoney & Tang, 2024)  Next, does the campaign “spread tangible information regarding the initiative’s goals.” (Fads) Then finally, are the messages “tied to practical real-life mobilization efforts” such as becoming a volunteer, donating money for a specific goal, or even writing a letter or creating a petition for signing. (Mahoney & Tang, 2024) When attention is given to understanding these concerns then creating a social media mobilization effort becomes more relevant.

In our photographic efforts we too can create some valuable contributions to different causes especially with all of our visual tools.  Then with the mobility in our online communities, we can motivate others to participate with our stories and images.  We must remember that we have to make sure that we create social media mobilization strategies that truly create purpose for our actions.  As we get excited about the effects of our landscape photography community, it is vital to make sure we are creating mobilization “through more action oriented approaches,” so that our efforts “will transform audiences into more interested, knowledgeable and vested advocates.” (Mahoney & Tang, 2024)

Mahoney, L. M., & Tang, T. (2024). Strategic social media: From marketing to social change. Wiley-Blackwell