First, social media played a key role in mobilizing concerned citizens to speak out against carbon emissions. There are several aspects of the 350 campaign that showcase the organization’s unique combination of roles: educator, advocator, lobbyist. Like An Inconvenient Truth and Silent Spring, McKibben’s book and career focus on ways to bring the issue of EJ into the global spotlight. environmental activist and author Bill McKibben, who wrote The End of Nature, one of the first books on global warming for the general public. 350 is a prime example of effective and bold social media: the spread of research that was once reserved for scientists, made commonplace and easy for everyone to understand.ģ50.org was founded in 2008 by U.S. We can still do something to reverse climate change, but we simply must alter our course while we can. According to leading scientists, we can safely live under up to 350 ppm of CO2 but currently have 392 ppm.
“It’s a quiet revolution begun by ordinary people with the stuff of our daily lives.”įor those who have not heard of 350, it’s “an international campaign dedicated to the climate solutions that science and justice demand” by reducing the amount of CO2 present in the atmosphere. In the field of environmental justice, let’s look at how one social media campaign built a global climate movement. But rather than news articles, encyclopedias or otherwise “scholarly” sources, the main impetus of the spread of information has been social media. And on the information superhighway, information that was once readily available only to a few is now available for all to access. Who knows how many lives that song may have changed.įrom #Kony2012 to the Chick-fil-a gay marriage debate, social media is instant, far-reaching, and viral – the perfect conduit for opposing and supporting views to be heard across the globe. Despite the negative attention and criticism, the video resulted in a resolution by the United States Senate and contributed to the decision to send troops by the African Union. Even my parents were asking me to explain “Kony 2012” (is he running against Obama?). Facebook friends posted their outrage at Kony’s human rights atrocities, followed just as quickly by their outrage at Invisible Children’s irresponsible use of funds and the filmmaker’s mental breakdown. Polls suggest that more than half of young adult Americans heard about Kony 2012 within days following the video’s release. Remember “Kony 2012”? With almost 100 million views on YouTube and 17 million views on Vimeo, I’d be shocked if you hadn’t heard the name yet.
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