What do the forced departure of Brendan Eich from Mozilla and #CancelColbert have in common? They are both examples of Fakectivism.
Fakectivism
is social media activism by small numbers of people that is integrated
into the news cycle because it matches the media’s political agenda.Every Tea Party member knows that media coverage of actual protests is unequal. Twenty students, most of them volunteers at an environmental non-profit, protesting Keystone will get media coverage that a thousand Tea Party members protesting ObamaCare won't receive.
The same is true of online protests.
Many of the real life protests covered by the media are fake. For example, unions hire non-union protesters to protest on their behalf, a fact that the media organizations covering the protests rarely point out. (That same privilege wouldn't be extended to Tea Party members who hired professional protesters to yell at the cameras for them.) Other protests pretend to be grass roots when they actually consist of members or even paid employees of a single organization.
During the Bush years, many anti-war protests were actually run by the same small number of radical left-wing groups, but were reported on as if they were mainstream marches of ordinary people.
The situation has become much worse online as the media applies this same selective sloppiness to internet Fakectivism.
Fakectivism online multiplies the problems with media coverage of left-wing activism by completely distorting the number of people participating in a protest and their credibility in representing anyone except themselves.
In real life protests, the media routinely reported higher turnout for left-wing protests and lower turnout for conservative protests. Online, Fakectivism dispenses with head counts. If it's a trending topic, then it's news. And sometimes it's news, even if it isn't.
Fakectivism begins with left-wing agitprop sites selectively collecting tweets in support or against something. Invariably the handful of tweets are described in collective terms as "The Internet" being outraged or supportive of something. The use of the collective "Internet" is a staple of Fakectivism because it conflates a manufactured story with the impulses and opinions of billions of people.
Successful Fakectivism moves up the ladder to higher end left-wing websites searching for teachable controversies. These websites have enough status that they are monitored by producers and editors from the mainstream media looking for stories.
The mainstream media harvests content from sites such as Slate or the Huffington Post and reframes it in biased but credible language while disguising its sources. Twitter Fakectivism is invariably described as a "backlash" or a "firestorm". Phrases such as "Twitter was lit up by outraged users" give non-technical readers the impression that the complainers represent the consensus of the site instead of a small number of overactive users.
The manufactured Fakectivism becomes a major news story by a successive filtering process that disguises the dubious source and the credibility of the originating event.
Eich's donation in defense of marriage had already become an issue two years ago. The same Twitter attacks were curated by left-wing Fakectivist websites, but the 'spark' that would allow the story to go mainstream was missing. Instead Eich walked away, mostly unscathed, because the protests did not gain traction in the media.
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Complementary: Rise of the Mediacracy
As bad as the faked Syria war injurses and protests, I've seen the videos.
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