hybrid civil society: how new and historic networks collaborate for change
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Presentation for YMCA national leadership symposium, April 2013TRANSCRIPT
Hybrid Civil SocietyHow New and Historic Networks
Collaborate for Change
Mary JoyceYMCA Leadership SymposiumClaremont, CA | April 4, 2013
image source: ionetheurbandaily
image source: WCHBNewsDetroit
Let’s start with a story.
video: 30-1:37http://fora.tv/2013/03/05/Star_Jones_Talks_Justice_with_Trayvon_Martins_Mother
image source: ionetheurbandailyimage source: Change.org
The Facts
February 26, 2012
image source: logarchism.com
George Zimmerman kills Trayvon Martin.
image source: sanfordpd.com
February 27, 2012George Zimmerman is released without charge.
A Tale of Two Campaigns
Campaign 1The Historic Network
Benjamin CrumpCivil Rights Attorney
image source: NPR
image source: trbimg.com, nyoobserver
“They phoned the Rev. Al Sharpton almost instantly, and organized marches with local civil-rights activists.”
- The Miami Herald
image source: trbimg.com, nyoobserver.com, Orlando Sentinel
A local lawyer brought in publicist Ryan Julison to get the story in front of the media.- Reuters
March 5, 2012
image source: Orlando Sentinel
March 8, 2012
First press conference by Trayvon’s parents
March 8, 2012
CBS This Morning airs segment on Trayvon.
image source: CBS
image source: mintpress.net
“Sanford Police Chief Billy Lee said there is no evidence to dispute...George Zimmerman's assertion that he shot 17-year-old Trayvon Martin out of self-defense.”
- ABC News
March 12, 2012
image source: NAACP
NAACP sends public letter to Department of Justice
March 13, 2012
March 23, 2012POTUS
http://www.hlntv.com/video/2012/03/23/president-barack-obama-talks-trayvon-martin
What happened during these two weeks?
“no evidence to dispute...self-defense”
Despite the CBS segment, media didn’t really picked up the story until the 3rd week of March.
- Pews Center for Excellence in Journalism
What kept the story alive during the 2nd week of March?
Trayon Martin Shooting: Media Penetration
image source: Center for Excellence in Journalism
Campaign 2The New Network
Kevin heard about the case on the Howard University email listserv.
image source: Change.org
March 8, 2012
image source: Orlando Sentinel
He started a Change.org petition.
March 8, 2012
“It gave the growing number of people searching Google for ‘Trayvon Martin’ a place to go, an action to take.”
- Matt Stempeck, Center for Civic Media
image source: https://www.youtube.com/watch?v=JPDNic9mbC0
Three bloggers hear about the petition and decide to host a Million Hoodie March to encourage signatures. They announced the march on YouTube.
March 19, 2012
image source: DailyKos
Other online progressive networks amplified the video and the event.
March 20, 2012
image source: Facebook
A Facebook event page makes the details accessible and shareable.
image source: Flickr/Time Schreier
Turnout was impressive.
March 21, 2012
On that day, the petition did reach 1 million signatures.
Twitter - particularly celebrities with lots of followers - were also important in keeping the story alive that week. Change.org did active outreach.
- Matt Stempeck, Center for Civic Media
image source: Matt Stempeck
image source: CBS, Twitter
As a point of comparison...
March 20, 2013MC Hammer reached 2.6 million followers when he tweeted about Trayvon.
CBS This Morning reached 2.56 million viewers with their Trayvon segment.
March 8, 2013
image source: NPR
April 11, 2012George Zimmerman is arrested.
Lessons
We are living in a time where civil society has a
hybrid form.
On one sideHistoric networks based on longterm
relationships and powered by formal nonprofits.
On the otherShort-lived networks created by strangers
and powered by social media.
Historic networks need to learn how to engage the
power of new ones.
They need to listen and adopt effective innovations.
March 21 March 26
March 24
April 1
They need to listen and adopt effective innovations.
The Trayvon Martin campaign is a case study in listening and adaptation.
Great campaigns are hybrid.
image source: ionetheurbandaily image source: Change.org
Hoodie symbol came from the
digital campaign.
...so did the petition.... but it was more successful because
the offline campaign adopted it.
Trayvon’s parents began with traditional media and offline civil rights networks.
Adaptation is necessary because historic networks are
no longer in control.
People will not ask permission to join
your cause.
People will not ask permission to join
your cause.
And you’ll be lucky that they didn’t.
You will not only need to create coalitions
with other nonprofits
You will also need to engage with
passionate individuals.
The first step is to listen. These are great tools for
mass listening.
You have more allies than you realize.
You have more allies than you realize.
image source: newprentiss, politico.com, dcentric, semiferalmama.wordpress.com, Million Hoodie March Facebook group wall
You have more allies than you realize.
image source: newprentiss, politico.com, dcentric, semiferalmama.wordpress.com, Million Hoodie March Facebook group wall
You have more allies than you realize.
image source: newprentiss, politico.com, dcentric, semiferalmama.wordpress.com, Million Hoodie March Facebook group wall
You are as powerful as the network you inspire.
Q&A
Activity 1The Story of the Keys
Activity 1The Story of the Keys
My new network: 1. friend in San Francisco2. monks in Santa Barbara3. FedEx4. Internet (FedEx website)
Activity 1The Story of the Keys
What was your lost keys moment?What were your networks?
My new network: 1. friend in San Francisco2. monks in Santa Barbara3. FedEx4. Internet (FedEx website)
Activity 2Y Networks
Identify 1-3 new networks that might help your work at the Y.
Activity 3Listening to Y Networks
How can you listen to these networks?
