Electronic Retailer Blog

The California Supreme Court’s recent decision to uphold Proposition 8, which bans gay marriage, has sparked statewide protests. As discussed on this blog before, social media has changed the way in which people organize their efforts for a united front.

The recent Prop 8 protest in West Hollywood was publicized by blogger Perez Hilton via posts and tweets and brought out not only celebrities, but also readers that may have otherwise been unaware of the protest. As can be backed up by abysmal ratings, the only reason Hilton’s recent spat with Miss California over gay marriage got any traction at all was through social media, not because hordes of people actually watched the Miss USA pageant live. Either way, utilizing social media to organize and reach mass audiences for marketing purposes or otherwise may soon be considered a luxury for U.S. citizens.

According to a recent article in the L.A. Times:

Ahead of the 20th anniversary of the bloody crackdown on Tiananmen Square this week, Chinese authorities have rounded up dissidents and shipped them out of town. Now, they’ve even shut down Twitter.

Along with their usual methods of muzzling dissent, the authorities extended their efforts today to silence social networking sites that might foster discussion of any commemoration of the events of June 3-4, 1989.

The action is a new sign of the government’s concern of the potential of such technology in an authoritarian society where information is tightly controlled.

China has the world’s largest online population, and Internet communities have proven increasingly influential in spreading word of events to everything from student protests to group shopping excursions.

People are going outside the normal, controlled channels to set up communities online, spreading information about campus unrest and other potentially subversive activities taking place in this vast nation.

Government Internet monitors have shut down message boards on more than 6,000 Web sites affiliated with colleges and universities, apparently to head off any talk about the 1989 events, according to the Hong Kong-based Information Center for Human Rights and Democracy.

Numerous blogs maintained by edgy government critics such as avant-garde artist Ai Weiwei have been blocked and the text-messaging service Twitter and photo sharing site Flikr could not be accessed within China on Tuesday. Video sharing site YouTube has been blocked within China since March.

Additionally, CNN reports that even the U.S. military is now using social networking sites to reach out to non-traditional audiences by documenting the war efforts in Afghanistan. One thing’s for certain- whether organizing protests or simply shooting marketing messages out to consumers, it will be interesting to see how social media’s role within our lives continues to evolve.

Pat Cauley is Electronic Retailer magazine’s eMedia editor.

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