Copy, Paste, Protest: The Rise and Futility of Copypasta Activism
In the age of social media, copypasta campaigns have emerged as a curious form of digital protest. But are these copy-and-paste crusades effective, or merely digital echoes in the void?
In the digital age, social media has become a battleground for activism and protest. The rise of “copypasta” campaigns, where users flood platforms with identical blocks of text, has emerged as a peculiar form of digital dissent. Yet, as these efforts proliferate, questions arise about their efficacy and impact. Are these digital cries merely echoes in the void, or can they effect real change?
The Rise of Copypasta Activism
Copypasta, a portmanteau of “copy” and “paste”, originated as a term for viral online messages. However, it has evolved into a tool for digital protest, with users copying and pasting pre-written messages across social media platforms to amplify their voices on various issues
The recent campaign against Meta’s potential use of user content for AI training exemplifies this trend. Users have flooded Facebook and Instagram with identical posts expressing their disapproval, hoping to catch the company’s attention and influence its policies.
This form of protest isn’t new. In 2020, during the NBA boycott over social injustices, Twitter was inundated with identical tweets criticising the league’s stance. Similarly, hashtag activism has been a powerful force in recent years, with movements like #BlackLivesMatter and #MeToo demonstrating the potential of digital platforms to mobilise support and raise awareness.
The Efficacy of Digital Dissent
While copypasta campaigns can create a visible surge of activity, their effectiveness is debatable. X/Twitter has acknowledged the increase in such behaviour, stating that it “may limit the visibility” of tweets it considers copypasta. This response raises questions about whether these campaigns are actually reaching their intended audience or simply being filtered out by algorithms.
Furthermore, the ease of participation in copypasta campaigns can lead to what some critics call “slacktivism” — low-effort actions that make participants feel they’ve contributed to a cause without effecting real change. The #BlackoutTuesday campaign of 2020, where millions posted black squares on Instagram, was criticised for potentially drowning out more substantive content related to the Black Lives Matter movement.
Historical Parallels and Digital Evolution
Digital activism isn’t without precedent. Chain letters, faxlore, and other forms of mass communication have long been used to spread messages and rally support. However, social media has dramatically accelerated and amplified these practices.
The Arab Spring and Occupy Wall Street movements in the early 2010s demonstrated the power of social media to organise and sustain protests. These movements laid the groundwork for the current landscape of digital activism, where online and offline actions often intertwine.
The Double-Edged Sword of Social Media Protest
Social media platforms offer unprecedented reach and immediacy for protesters. During the 2020 Black Lives Matter protests, Twitter became a real-time chronicle of events, allowing people to witness demonstrations unfold from their homes. This immediacy can be powerful, but it also risks trivialising complex issues or reducing them to easily shareable memes.
The case of Breonna Taylor illustrates this dilemma. While social media kept her story in the public eye, the proliferation of memes and formulaic posts about her death led some to question whether the format was trivialising her tragedy.
Alternative Approaches to Digital Protest
While copypasta campaigns may seem futile, they represent a genuine desire for change. However, more effective strategies may lie in targeted, sustained efforts:
- Platform Exodus: By leaving platforms altogether, users can send a powerful message by impacting user numbers and advertising revenue.
- Coordinated Hashtag Campaigns: Well-organised hashtag movements can create lasting impact, as seen with #MeToo and #BlackLivesMatter.
- Digital Boycotts: Coordinated efforts to avoid using specific platforms or services for set periods can draw attention to issues.
- Content Creation: Producing original, thoughtful content about issues can be more impactful than copying and pasting pre-written messages.
- Offline Action: Translating online engagement into real-world actions, such as contacting legislators or participating in protests, remains crucial.
The Future of Digital Dissent
As social media platforms evolve, so too will the methods of digital protest. The challenge for activists will be to harness the reach and immediacy of these platforms while avoiding the pitfalls of superficial engagement.
The rise of decentralised social media and blockchain technology may offer new avenues for digital protest, potentially circumventing the control of large tech companies. However, the fundamental principles of effective activism — sustained effort, clear messaging, and tangible actions — will likely remain constant.
In the end, while copypasta campaigns may seem like shouting into the wind, they represent a democratic impulse to be heard in an increasingly digital world. The key lies in channelling this energy into more strategic, impactful forms of digital activism that can truly influence change in the real world.
Bob Lynn / 27-Sep-2024
