Do Cyberactivism Memes Raise True Breast Cancer Awareness Activism?

The power of social media memes used for raising social awareness and activism in the digital space is the cause of both debate and conjecture. Although social media has become a transformative force for social causes, giving rise to a phenomenon known as cyberactivism. The Breast Cancer Awareness Case Study leaves questions in the wake of phenomenal online activism. 

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The Breast Cancer Meme: A Mobilization Experiment 

The Breast Cancer Meme, which galvanized hundreds of women on Facebook into secret tantalizing status updates, exemplified the power of social media marketing campaigns and the diffusion of messaging for social causes. Using the mysterious bra color and private messaging as a captivating approach for participants to follow on one accord under the banner of solidarity for Breast Cancer Awareness Month. Although the Facebook campaign had global reach proving that mobilization and cyberactivism have phenomenal social media potential to support causes. Its success also opened the door for poignant questions concerning online engagement and real change.

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Most every organization would benefit more from messages that were tied to practical real-life mobilization efforts.

These could include volunteering, donating money, signing a petition, or writing a letter.

Breast Cancer Awareness Case Stuy, Mahoney & Tang, 2016.

Cyberactivism for Social Good 

Social media practitioners caused a viral sensation in the name of social good by using Cyberactivism as a tool for global reach for breast cancer awareness. With just a few directed clicks and internet posts, the goal of behavioral change was successfully adapted spawning the breast cancer awareness movement.    

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Proving the effectiveness of the social media meme and participation using the theories of cultural psychology and behavior in charity and activism movements. Thus, fun social memes hinting at sexually suggestive communication can win over the morbid critical issues of breast cancer. With the awe-inspiring success of the October Breast Cancer Awareness Month, does cyberactivism move real impact and social change? 

Limitations of Cyberactivism and Social Media Memes 

The question lies in whether social memes such as the Facebook Breast Cancer Awareness campaign harnessed real social impact and change among its participants and the brand. Did the campaign stop short of awareness and reach? Could it have galvanized more potent sectors of change, charity, and real-life mobilization such as physical volunteering and other grassroots efforts?

As a diffusion experiment, cyberactivism generated widespread engagement activity and social buzz, shedding light on increased conversation, and widening its targeted audiences. Illustrating the use of social media memes effectiveness to be used in a myriad of situations involving comedy, mystery, sensually playful, and serious social topics around a single rallying point. Although, both were used to initiate advocacy, the true rally power questions whether online activism is more powerful than real-life activism. 

The Question of True Activism & Cyberactivism

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In short, could the cyberactivism of Breast Cancer Awareness Month be a catalyst for real social change beyond the secret posting of bra color? Using hashtags for hope and private memes as powerful tools to disseminate real issues for social change is a powerful communication channel. However, greater responsibility for social good should do more than bring awareness to the serious issues of health and prevention. They should also incite real-life change and transformation in the lives of participants and their communities.