Assessing The Impact of Virtual Campaigns on Society
Following the trail of the #RejectFinanceBill Hashtag
For many people living in Sidi Bouzid – a small borough in Tunisia’s rural heartlands, the morning of December 17, 2010, seemed like any other. It was common to see street vendors pushing their hand carts in the sweltering heat, trying to sell their goods by the roadside – hoping to get their lucky break or, more often than not, make just enough dinars to take home to their families. It was equally common to see municipal officers harassing the miserable vendors for bribes from time to time. On this particular morning, however, a routine security operation by local officers targeting unlicensed street vendors turned out to be the final straw that broke the Camel’s back.
Fourteen years have passed since that fateful December morning in 2010. It was a day that sparked a far-reaching revolutionary upheaval that would change the Arab world forever and set a precedent for protesters in the digital age.
One of the street vendors targeted during the operation was 26-year-old Mohammed Bouazizi. Throughout the day, municipal officers had harassed him, ostensibly because he lacked a permit to sell his produce but more likely because he couldn’t afford a bribe.
When he could not pay, the officers immediately seized his fruit cart. With his stock and cart confiscated, and his pleas ignored by officials at the governor’s office, Bouazizi, who had been born into extreme poverty and had no other source of income, felt that he had no reason to live any longer. In an act of sheer desperation, he stood on the road, doused himself in gasoline, and set himself alight.
Onlookers watched in horror as the flames consumed Bouazizi’s body. A few of them took out their phones and recorded videos they shared on social media. The videos spread on like a frenzy. Bouazizi remained in a coma until his death on January 4, 2011. Videos of his self-immolation sent shockwaves through Tunisia and the wider Arab world, inspiring uprisings that led to the fall of several repressive regimes.
The Torino World Affairs Institute is an independent, non-profit research organization specializing in area studies, global politics, and security studies. In a research paper, theyexplained that:
“The Arab Spring in 2011 marked the first major confrontation between authoritarian politics and social media. Social media platforms like Facebook and Twitter facilitated mass mobilization for pro-democracy uprisings in a hostile political environment.”
In recent years, the role of social media in promoting, organizing, and responding to protests and revolutions has become a hot discussion topic. It has been central to many of the largest and most influential political demonstrations.
In Kenya, recent protests sparked by a proposed financial bill have prompted a significant internet debate. These mass demonstrations led the President to withdraw his support for the disputed Finance Bill 2024. These protests have been largely organized on social platforms. The infamous #RejectFinanceBill hashtag has become synonymous with the demonstrations
Twitter/ X and the #Rejectfinancebill Hashtag
X, formerly known as Twitter, was one of the leading platforms used by the youth to mobilize themselves for the #RejectFinanceBill protests. To make it easy for everyone to track updates related to the movement, Kenyan X users created viral and catchy hashtags that appeared in every relevant post. This helped them to unify in their stance against the finance bill 2024. The hashtags were quickly picked up by local celebrities and influencers who went on to play a big part in extending the movement’s reach and “boosting its credibility”.
Belva Digital is a marketing-technology (martech) company that delivers transformative and practical solutions to businesses across Africa. They recently shared the following statistics in a report on the #RejectFinanceBill hashtag.
Source: Belva Digital
Source: Belva Digital
The protesters utilized X for instantaneous updates and information on planned protests. X Spaces, a feature that allows users to have live audio conversations with another user or a group of users, has also been used extensively by Kenyans to discuss issues affecting them. More recently, it has been used to share details about planned protests and raise awareness about unfolding events in the country.
The Kenyan president, Dr. William Ruto, made history as the first African president to engage citizens directly in an X Space. It was held on July 5th and attracted a peak of 163,000 participants. During the space, the president engaged the youth and listened to their grievances, promising to make some key changes in his government to ensure that the issues they raised were addressed.
Instagram and TikTok
In 2023, Reuters reported that Kenya had become the world leader in TikTok usage, with 54% of the population using it to create content and share videos from their favourite creators. Reuters also pointed out that 29% of Kenyans use TikTok as their main source of daily news, mostly members of Generation Z, the largest demographic on TikTok globally.
The #RejectFinanceBill movement used Instagram and TikTok to create video content related to its cause. Content creators translated the bill into local languages to ensure that their message reached even the illiterate members of society. Instagram Stories provided real-time updates, with key moments marked as highlights to help newcomers catch up on the movement’s progress.
Supporters were urged to share their images and videos, instilling a sense of community and ownership. Engaging posts with high-quality graphics and videos were used to inform and motivate. Visual content from the protests went viral on Instagram and TikTok, generating international attention and media coverage.
Source: Belva Digital
WhatsApp also played a crucial role in the movement’s organization through group coordination. WhatsApp groups enable communication among teams that manage logistics, media, and safety.
Broadcast messages were used to send out important updates to numerous participants simultaneously, ensuring everyone remained informed. The instant messaging capabilities of the platform allowed for quick decision-making and rapid information dissemination, making it an indispensable tool for the organizers.
Swift coordination via WhatsApp and other messaging apps ensured all participants were aware of exact meeting points and routes, reducing confusion.
Heightened risk of Misinformation
Even though only a few people share false information online, the vast reach of social media platforms means that fake news can spread quickly. In the current climate of heightened tensions in the country, fuelled by political undertones, this can be particularly risky.
The rapid dissemination of false information can fuel deadly conflicts, create confusion, and undermine trust in legitimate sources of news. This makes it even more challenging for the populace to discern the truth and can lead to widespread Misinformation influencing public opinion and decision-making.
It is relatively easy these days to generate a fake AI image and use it to influence public opinion. To the untrained eye, images like these can cause unnecessary panic and violence within our society. The recent protests in Kenya have seen various fake AI-generated images shared widely. People with malicious intent have also created fake tweets, sometimes even compromising government officials.
As responsible social media users, we must report any posts that contain false information to mitigate these risks. As Kenya ventures forth on its path to economic development and political stability, it is equally crucial to ensure that public actions contribute positively to these goals. While the right to peaceably assemble, demonstrate, picket and present petitions to public authorities is guaranteed to all under Article 37 of the Constitution, it is essential to remember that demonstrations must always remain peaceful.
By strategically leveraging these digital tools, the youth were able to organize effectively, mobilize massive turnout, and sustain their resistance against the controversial finance bill. This blend of real-time communication, community building, and transparent fundraising demonstrated the transformative potential of digital activism. If used correctly and responsibly, everyday technology can power significant social change.
The author is a business writer and project coordinator, Omeriye Foundation.