The Impact of Social Media on Political Activism

Purpose: The main objective of this study was to investigate the impact of social media usage on political activism. Methodology: The study adopted a desktop methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low cost technique as compared to field research, as the main cost is involved in executive's time, telephone charges and directories. Thus, the study relied on already published studies, reports and statistics. This secondary data was easily accessed through the online journals and library. Findings: The findings revealed that there exists a contextual and methodological gap relating to the impact of social media on political activism. The empirical review revealed that social media amplifies the speed and reach of activism efforts. The instantaneous dissemination of information, real-time communication, and dynamic organization have all been instrumental in enabling activists to orchestrate protests, raise awareness, and mobilize support for critical issues. It is worth noting that the effectiveness of social media in driving political change is contingent on the strategic alignment of online campaigns with offline actions. Successful movements have demonstrated the power of synergizing digital advocacy with physical participation, demonstrating that online platforms serve as a means to an end, rather than the end itself. Unique Contribution to Theory, Practice and Policy: The Social Movement theory, Network theory and the Agenda- Setting theory may be used to anchor future studies on the impact of social media on political activism. The study therefore recommends for diversifying content exposure, enhanced media literacy, bridging online-offline engagement and promotion of responsible platform use among others.