Leveraging Social Media for Positive Social Change In Jordan
If you used social media in the early days of Facebook, then like me, you witnessed both the growth and shift in the role digital media plays in our lives. The rate at which the function of social media changes is so fast that even with a social media presence as short as three years, you will be exposed to countless ways that digital communications affect the world we live in now. The contrast is crystal clear: from merely being used for networking, to building trust and credibility between a brand and its customers, to generating social engagement and cohesion. In a study published in 2016 by the Rockefeller Foundation, the practice of communication for social change is further refined “For social change, a model of communication is required that is cyclical, relational and leads to an outcome of mutual change rather than one-sided, individual change.” Today, at the forefront of this change are civil society organizations (CSOs) and active community members. The impact is hard to miss, especially in Jordan, where the millennial generation have become more aware of social media’s power to change laws and regulations, mobilize community initiatives and dialogue, and even topple corrupt and autocratic governments.
If we look at the local context, I speak from experience when I say that the idea of having a public social media account in Jordan was never as common as it is now. Why? Simply put, no one wanted to put their life on display for everyone to see. But Jordanian citizens and their CSOs have transformed the ways social media is utilized. Youth in Jordan are increasingly using their social media platforms to organize meaningful discussions and actions. There are 9.99 million people in Jordan, 98% of whom are literate and educated, but also unemployed and bored. With an abundance of idle time, Jordanian youth have mobilised their digital networks to allow them to have a space to think, discuss and raise local issues. Grassroots initiatives, driven by CSOs and led by Jordanian youth, are capitalizing on the 5.5 million active Facebook users, employing Facebook to raise the visibility of their goals and to encourage greater community engagement.
Today, with COVID-19 reducing Jordanians’ ability to meet in groups, Jordanian youth and CSOs are adapting, with digital communications becoming a primary pillar of change. As social media builds traction and credibility, we no longer rely on public gatherings. As such, for CSOs and other capacity-building organizations in the developing world, an effective presence on Facebook is critical. It is a way to stay in touch with followers and supporters, to build a base of citizens committed to your mission, to spread intended messages, and reach beneficiaries with program interventions.
Garage Art, the first independent open cultural space in Irbid, managed by the City Artists Network Association, relies on Facebook to publicize upcoming events and workshops. During COVID-19, the safe space utilized live videos on Facebook with increasing calls to action, to mobilize their five thousand followers. The safe space provides an opportunity for marginalized youth to join and partake in proposed workshops and events, reducing youth idle time and reinforcing a sense of unity in a time of increased social malaise.
7Hills, a not-for-profit organization that uses skateboarding to promotegender equality, youth empowerment and social cohesion, presents a perfect example of the importance of social media. The organization is currently running a crowdfunding campaign to raise funds for 7Hills’free of charge summer skate program. Calls for donations were advertised on Instagram and 7Hill’s official website. So far 7Hills has succeeded in raising $4,547.47 out of the set $5,000 goal.
What does Jordan need from social media? The answer is simple: Raising awareness of and supporting dialogue around community efforts, challenges and achievements, all the while highlighting the importance of social cohesion and shared identity. Social media platforms reduce sentiments of despair and negativity in Jordan. Is it presumptuous to assume that members of a community can spontaneously initiate dialogue about a problem and act on their own to address it? The evidence suggests it is not. In a time of increased uncertainty and turbulence, social media provides a golden opportunity for Jordanian youth to mobilize community members and inspire and lead positive community change.
Written by: Leen Al Refai is a 25-year-old Jordanian woman working as a Monitoring and Evaluation Officer at ARK.