3.5.1 A help or a hindrance?

Social media can be an effective tool for outreach to a wider audience. However, it also raises questions about the efficacy of using social media to encourage collective action. For example, might social media users engaging with climate crisis-related content demonstrate predominantly online behaviours but remain apathetic and disengaged with the core message and change required in the real world?

In answer to whether social media is a ‘help or hindrance’ to realising collective action offline through raising awareness online, Greijdanus et al. (2020) conducted a research review of the relationship between online activism and social movements. Their findings highlight a positive correlation between social media use and offline activism. Their review also highlights how sharing views asynchronously enables greater awareness of key messages among like-minded people, and can inspire action in others worldwide.