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Some mainstream media outlets like Fox News continue to shape this debate within their own agenda’s terms, such as cropping this photo in an online article to distort the poster’s actual message.

The poster actually read “We Will Not Fight H8 with HATE.” When it comes to California’s gay marriage opponents, I’m beginning to wonder—are they the ones actually playing with fire?

The Obama campaign has already received flattering press concerning its multichannel marketing and online efforts, especially considering McCain’s lackluster presence in those spaces. Much like in Obama’s case, those who voted no on Proposition 8 tend to be younger and more tech savvy than their “Yes on 8” counterparts.

According to a recent Los Angeles Times article:

California has seen an outpouring of demonstrations ranging from quiet vigils to noisy street protests against Proposition 8, including rallies outside churches and the Mormon temple in Westwood, as well as boycotts of some businesses that contributed to the “Yes on 8” campaign.

Many of those activities have been organized not by political professionals and established leaders in the gay community, but by young activists working independently on Facebook and MySpace. The grassroots activism is a tribute to political organizing in the digital age, in which it is possible to mobilize thousands of people with a few clicks of a mouse.

“There is an incredible outpouring of energy, of people wanting to do something” says Trent Thornley, a San Francisco lawyer who created his Facebook group, “Californians Ready to Repeal Prop. 8,” the day after the election. Thornley said his roommate told him to expect a few hundred people to join. Instead, a week later, the group has more than 200,000 members. Another Facebook group, “Repeal the California Ban on Marriage Equality 2010,” also has attracted more than 200,000 members. Many say the protests also mark the rise of a new generation of gay activists.

The Prop. 8 protest activities are more effective than old school protests because those unable to attend a rally can still donate money, join groups or send out messages that translate onto the Facebook homepage and news feed for all to see. Additionally, while only some might see the protests in the streets live, others on social networks are aware that they’re happening and are conscious of the numbers involved, regardless of how the media covers it. The implications are similar to the current outbreak of youth protests in Greece, which, according to The New York Times, the rioters used texting and websites to organize and communicate their responses against the police and other security forces.

When I pondered social media colliding with young, gay activists, my mind drifted towards “The Real World: Denver” cast member Davis Mallory. Throughout the show, Mallory strived to shed stereotypes by talking honestly about being both gay and a devout Christian. Since the show, Mallory has been using social media to continue his outreach on gay issues. “I was speaking on National Day of Silence, which is when people honor those that can’t come out around the world for fear of losing their life. I found out during the speech that picketers were there in the audience, and they started drilling me with questions. Someone filmed it all and put it on YouTube and titled it ‘Davis Mallory Twists Scripture,’” he says. Turning his opposition’s efforts on their head, he posted the videos to his Facebook and MySpace profiles because he felt his message was in tact, regardless of the video’s title.

Mallory believes the unexpected passage of Prop 8 was the kick in the butt that his generation of gays needed to get involved. “I never saw any viral videos about Yes on Prop 8. I saw tons of No on Prop 8 stuff. A lot of people’s Facebook status would be: check out this link or video, or you go on Perez Hilton and he’s linking things to other people. You go to YouTube and it’s one of the most visited things of the day,” says Mallory. He’s hopeful from the sense of community recent events have mustered with gay youth. Mallory still receives about a message a week via social networks from other gay kids telling him that he gave them the courage to come out. These efforts have real life economic effects, as well. “A lot of my friends have found out which companies have said yes to Prop 8, and they’ve agreed not to go to those restaurants or shops as another way of revolting. We finally as a community have found a cause and are doing something to fight for it.”

This cyber activity isn’t limited to reality television stars. Mainstream Hollywood actors recently collaborated to create a video parody musical for Will Ferrell’s site Funny or Die, clearly in opposition to Prop 8.

Obviously, some will simply chalk this up to the Hollywood elite literally acting holier than thou, but there’s a bigger story here. This viral video has already gotten huge buzz and views. While people may not agree with it, they’re exposed to it, watching it and discussing it in ways not possible a few years back. The discussion of gay rights is no longer something kept inside one’s home, but has literally been brought to life through discussion boards and the like. Consequently, given the advent of Facebook Connect, those active in social media will be able to use their Facebook identities to connect with friends on various sites all over the web.

In the midst of all this, the California Supreme Court has decided to hear the cases filed against Prop 8. “Hopefully, we do continue to use viral videos and technologically savvy solutions to now show that it’s gone to the California Supreme Court and we’re trying to make a change. Obviously, it worked for Obama and it can work for us,” Mallory says of multichannel marketing efforts. While change won’t come overnight, if I was an avid “Yes on 8” supporter, I’d be concerned that I just awoke a sleeping giant.

Pat Cauley is Electronic Retailer magazine’s eMedia editor.

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