Twitter Activism | Can a Hashtag Bring Change?

Twitter Activism | Can a Hashtag Bring Change?

Commentary by Nadhirah Faris

Hashtags have become a quick and convenient way for social media users to share new content on a similar topic. Recently, they have been used to bring awareness about social issues in hopes that more people will take notice of them.

 

In Malaysia, certain hashtags have been used to alert authorities about an on-going issue. When the country announced another Movement Control Order and limited restaurant operating hours, it brought on #SiBodohKauDengarSini (translates to ‘Listen here, you idiot’) as netizens argued on Twitter about food deliveries being cancelled.

 

What began as an expressive Twitter thread grew into a hashtag that was further shared by prominent figures like Lawyer Syah Redzan and Politician Syed Saddiq. Although there were countless complaints about the government’s decision to shorten restaurant operating hours, action has yet to be taken.

 

As of today, #SiBodohKauDengarSini has evolved to a tool for Malaysians to complain about various things besides the initial problem. It was also used to complain about the Ministry of Education’s decision for reopening schools during a pandemic.

 

Prior to it was #SuaraPelajar (translates to ‘Voice of the Students’) that trended from ‘03 public school students who expressed their concerns about the national examination – SPM. The hashtag was used to create a petition on postponing the exams due to health and safety concerns. Similar to the previous hashtag, attention for it increased when Syed Saddiq amplified their voices by sharing screenshots of complaints using #SuaraPelajar.

 

Once again, there was no action taken on this.

 

So, do hashtags really help bring awareness to a social issue?

 

Let’s look back on an issue that brought positive results; Khairy Jamaluddin and the pothole incident. His tweet that was intended to inform road users of the dangers on poorly maintained roads sparked conversation on Twitter to a point that Jabatan Kerja Raya (JKR) immediately covered the aforementioned pothole.

 

Although this issue had similar social impact and a public figure to shed light on it, it was the only one that received immediate results. And it didn’t even have a hashtag! Was it due to the affected authority’s ability to react in a timely manner? Or did the other issues not present enough physical evidence? Or due to his savvy and constant engagement with media?

 

In the US, hashtags were seen to bring awareness and occasionally a social change thanks to the mass who kept the conversation alive. #MeToo and #BlackLivesMatter became a global topic and changed the perception of numerous individuals and organizations.

 

So, should brands be learning how to use the same tactic to gain brand awareness? Do quirky hashtags trend faster because they are different from common brand hashtags? Or does prominent amplification play a role in its virality?

 

Hashtags can help trend the topic but, it can’t be the only tool used to promote your brand. One thing that can be taken away from the social issues-related hashtags is a story has to be told following the phrase. A hashtag without a meaning is like cooking without ingredients. You’re not doing anything.