Journal de communication de masse et de journalisme

Rice Bucket Challenge: Purpose, Politics and Effects

Abstract

Gayathri Baiju

Today, the difference between the virtual and the real is diminishing. The virtual is becoming real. The best example is Cyber activism, which is identified as a newer kind of activism which conventional protests gets replaced with posting status and sharing one political thought among the cyber users. Before the popularization of new media, agitation takes place by getting down into the streets and protesting using posturing posters on walls, conducting strikes and meetings where a leader speaks to the audience and make them understand the necessity of their protest. But now such a system is completely taken over by a new kind of activism named as cyber activism. Here hour long speeches by the leader is replaced by capsule or character limited tweets or status updates from leaders who until then, were not in mainstream. These leaders even though less known and identified, take the command of power through the weapons of social media. Cyber activism is any strategy that seeks to change the public agenda and include a new topic for social debate by spreading a certain message. This message is spread through a â word of mouth process which is multiplied by electronic communication and personal publishing media.