Activism, Advertising, and Far-Right Media: The Case of Sleeping Giants
Activism, Advertising, and Far-Right Media: The Case of Sleeping Giants
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激进主义、广告和极右媒体：沉睡巨人的案例
DOI：
10.17645/mac.v7i4.2280
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发表时间：
2019
影响因子：
3.1
通讯作者：
Emily M. West
中科院分区：
文献类型：
--
作者：
Joshua A. Braun;J. Coakley;Emily M. West
这项研究考察了被称为“沉睡巨人”的国际活动家运动，这是一场社交媒体“让偏见和性别歧视变得不那么有利可图的运动”（沉睡巨人，N. D）。这场运动起源于美国，一个匿名的Twitter账户招募了追随者，鼓励品牌从布莱巴特新闻中撤出在线广告。这场运动取得了巨大的成功，并迅速蔓延到美国以外的地区，在15个不同的国家出现了其他匿名运行和松散联盟的分会（以及欧盟的地区分会）。其中许多最初是为了在本国与布莱巴特的广告商竞争而创建的，但在一些情况下，他们随后将注意力转向破坏对本国或影响本国的其他极右翼新闻媒体的财政支持。基于对八个沉睡巨人分会领导人的采访，以及相关的英国停止资助仇恨运动，本研究考察了沉睡巨人运动与前几个时代媒体行动主义的连续性，同时也试图了解其作为第一批高调活动家之一的潜力。特别是，我们考虑如何运动的干预措施，以更大的辩论广告和新闻生态系统的性能之间的规范关系。
This study examines the international activist movement known as Sleeping Giants, a social-media “campaign to make bigotry and sexism less profitable” (Sleeping Giants, n.d.). The campaign originated in the US with an anonymous Twitter account that enlisted followers in encouraging brands to pull their online advertising from Breitbart News. The campaign achieved dramatic success and rapidly spread to regions outside the US, with other anonymously run and loosely allied chapters emerging in 15 different nations (as well as a regional chapter for the EU). Many of these were initially created to take on Breitbart advertisers in their home countries, but in a number of cases they subsequently turned their attention to disrupting financial support for other far-right news media in—or impacting—their home countries. Based on interviews with leaders of eight Sleeping Giants chapters, as well as the related UK-based Stop Funding Hate campaign, this study examines the Sleeping Giants campaign with respect to its continuity with media activism of previous eras, while also seeking to understand its potential as one of the first high-profile activist campaigns to grapple with the impacts of programmatic advertising on the news ecosystem. In particular, we consider how the campaign’s interventions speak to the larger debate around the normative relationship between advertising and the performance of the news ecosystem.