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Going Viral: Online Goal Emergence and Adaptation in the Anti-human Trafficking Movement

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Communicating for Social Change

Abstract

This chapter contributes to the fields of social movement studies and digital activism by identifying three types of online goals that are well-suited to digital activism, namely user engagement, fundraising, and individual changes of behavior such as ethical purchasing decisions. These goals have emerged and been adapted organically through continued use of different types of web tools and social media. Activists believe their web presence is important in achieving these goals, and remain committed to investing resources in digital activism. Using data from interviews with activists involved in the anti-human trafficking movement, this chapter examines the relationship between “going viral” and a movement’s online goals. Goal emergence and adaptation online is driven by two types of uncertainty—an initial lack of expectations and norms online, and a reduction in control on the part of activists. The identification of online movement goals lays the groundwork for systemic means of measuring and evaluating digital activism outcomes.

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Notes

  1. 1.

    For more information, see http://www.voterguide.sos.ca.gov/past/2012/general/propositions/35/

  2. 2.

    This discrepancy reflects the known amount of money raised at the time of the interview (as quoted), and the final amount provided in a subsequent inquiry (cited as personal communication).

  3. 3.

    The ALS Ice Bucket Challenge was a viral fundraiser in the summer of 2014 that involved users pouring ice water over themselves and making a donation to the ALS Association, then challenging a few other people to do the same. The ALS Association reports that during the time of the campaign, it received donations surpassing $100 million. For more information, see http://www.alsa.org/fight-als/ice-bucket-challenge.html

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Authors and Affiliations

  1. Khazanah Research Institute, Kuala Lumpur, Malaysia

    Rachel Gong

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  1. Rachel Gong
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Correspondence to Rachel Gong .

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Editors and Affiliations

  1. Center for Culture-Centered Approach to Research and Evaluation (CARE), Massey University, Palmerston North, New Zealand

    Mohan Jyoti Dutta

  2. Department of Communications and New Media, National University of Singapore, Singapore, Singapore

    Dazzelyn Baltazar Zapata

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Gong, R. (2019). Going Viral: Online Goal Emergence and Adaptation in the Anti-human Trafficking Movement. In: Dutta, M.J., Zapata, D.B. (eds) Communicating for Social Change. Palgrave Macmillan, Singapore. https://doi.org/10.1007/978-981-13-2005-7_12

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  • DOI: https://doi.org/10.1007/978-981-13-2005-7_12

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  • Publisher Name: Palgrave Macmillan, Singapore

  • Print ISBN: 978-981-13-2004-0

  • Online ISBN: 978-981-13-2005-7

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