Social Media Activism: From Social Struggles to Political Content and Image

Abstract

This study examines the commodification of activism on social media, which has shifted from social struggle to digital content and to a tool for political image-building. The development of social media has expanded the space for public participation in social issues. Yet, it has also fostered the emergence of symbolic engagement influenced by algorithms and the attention economy. The urgency of this study lies in understanding how digital activism can reduce substantive social movements to content consumed by the public. This study aims to analyze the representation, production, and use of activism in social media. The study employs a qualitative approach with a descriptive-analytical design, using content observation on Instagram and TikTok, interviews, and a literature review. The theoretical framework includes concepts of commodification, participatory culture, and network society. Research findings indicate that activist content is often presented in visually appealing ways to boost engagement, thereby transforming it into a digital commodity. Additionally, activism is also leveraged as a political branding strategy to cultivate an image of social responsibility. User participation tends to be symbolic, such as liking, sharing, and commenting without taking concrete action. Although social media increases awareness and participation, such engagement is often fleeting and trend-driven. Therefore, improved digital literacy is necessary to make activism more substantive and capable of driving real social change