The Art of Turning Online Trolls Into Social Justice Gold
Here’s evidence that we’ve only scratched the surface of the potential of justice-motivated technology to drive social change online.
There’s nothing more disheartening than sharing your thoughts online and being attacked by a complete stranger. It’s even worse when these attacks are fueled by racism.
It’s hard to believe that in the 21st century, incidents like this happen all too frequently.
But recently, I stumbled upon Black & Abroad’s “Go Back to Africa” campaign, and it gave me a glimmer of hope. Finally, it seemed like there was a force ready to combat these racist attacks head-on.
What made it even more impressive was that it wasn’t spearheaded by a government entity or the NAACP. No, it was a travel company that decided to take a stand.
This proves that there are valuable storytelling lessons to be learned by social entrepreneurs.
If you haven’t had the chance to see the video for the “Go Back to Africa” campaign, let me fill you in.
Black & Abroad strategically placed paid ads on platforms like Twitter and YouTube to capture hate speech in real-time as it was directed toward Black people.
But here’s the twist — they didn’t stop there. They redacted the hateful parts of the posts or comments, transforming them into positive messages promoting tourism. Their goal was to promote racial equity and inclusion, and drive people to their new website, GoBacktoAfrica.com.
Brilliant, right?
One of the reasons I was so captivated by this approach is the historical context behind the phrase “Go back to Africa.” It carries a long, intricate history and, regrettably, is still used today as a tool to put Black people in their perceived place — both online and in real life.
Astonishingly, research indicates that this phrase is employed over 4,500 times each month in online interactions.
The magnitude of this statistic is staggering, further emphasizing the importance of challenging and reshaping the narrative surrounding it.
Reflecting on the remarkable impact of Black & Abroad’s “Go Back to Africa” campaign, it becomes evident that we have only scratched the surface of the potential of justice-motivated technology to drive social change online.
The possibilities are truly endless, and it is essential to explore and harness these opportunities for the betterment of our society.
Let’s dive deeper into several examples of digital activism and other forms of justice-motivated technology that have been employed to combat hate speech, bigotry, sexism and xenophobia. All of these tactics have been centered on empowering marginalized communities and fostering inclusivity.
Digilantism
One prominent example of technology being used for social change is digilantism, a term that combines “digital” and “vigilantism.” Digilantism refers to the practice of using online platforms and tools to expose and hold individuals or organizations accountable for their harmful actions.
Through digital activism, ordinary people have been able to bring attention to various social issues and instigate real-world change.
Take, for instance, the #MeToo movement, which originated on social media platforms, providing survivors of sexual harassment and assault with a platform to share their experiences and demand justice.
This movement not only shed light on the widespread nature of such misconduct but also led to legal consequences for perpetrators and a significant cultural shift in how society views and addresses these issues.
Social media awareness campaigns
Social media platforms have become powerful tools for raising awareness about social issues and catalyzing change.
Hashtags like #BlackLivesMatter, #TimesUp and #NeverAgain have brought attention to racial injustice, gender inequality and gun violence, respectively. These campaigns unite communities worldwide, allowing them to share personal stories, mobilize support and create a collective voice demanding systemic change.
By harnessing the reach and connectivity of social media, activists have managed to amplify their messages, engage the public and challenge established norms and prejudices.
Artificial intelligence and machine learning
The advent of artificial intelligence (AI) and machine learning has opened up new avenues for combating hate speech, bigotry and xenophobia online.
Advanced algorithms can be developed to identify and flag discriminatory content. As a result, they have the power to reduce the prevalence and impact of online trolls.
Additionally, sentiment analysis and natural language processing techniques can help identify patterns of hate speech and enable proactive interventions.
Platforms like Perspective API, developed by Jigsaw, employ AI to analyze and provide feedback on the toxicity of online comments, giving people an opportunity to reconsider their language.
The technology in that platform also promotes a more respectful and inclusive digital environment.
Online petitions and crowdfunding
The internet has revolutionized the way we engage with activism, allowing individuals to rally support for causes they care about through online petitions and crowdfunding campaigns.
Platforms such as ColorOfChange.org and Wefunder have provided accessible avenues for people to mobilize communities, gather signatures and pool resources to support marginalized groups, fight for justice and provide aid to those in need.
From advocating for policy changes to helping people of color-led startups expand their businesses, these digital platforms have democratized activism and made it possible for anyone with an internet connection to contribute to social change.
Gamification for social impact
Gamification, the application of game-design elements to non-gaming contexts, has emerged as a creative approach to drive social change online.
Platforms like Freerice combine educational quizzes with the opportunity to donate rice to communities in need for each correct answer. By making the act of learning or contributing to a cause engaging and rewarding, gamification encourages active participation and amplifies the impact of individual actions.
This innovative use of technology can be extended to address a wide range of social issues, from raising awareness about climate change to promoting mental health education.
Black & Abroad’s “Go Back to Africa” campaign — and the other examples mentioned above — are giving us a glimpse into what this new era of combating racial bias and fostering inclusion could look like.
By cleverly repurposing hate speech into empowering messages, these initiatives could not only help us expose all the discrimination and online trolling that still exist in our society. They also could set a precedent for social entrepreneurs seeking to make a difference.
The significance of challenging narratives and reshaping our online interactions can’t be overstated.
As we move forward in this digital-first world, let’s take this opportunity to recognize the potential of technology in facilitating positive social change.
Together, we can strive for a more equitable and inclusive online environment, ensuring that the power of our words fosters unity rather than division.
And if someone’s working on the next justice-motivated, technology-driven genius idea, let me know ASAP because I’d like to be the first person to invest.
