Abstract
Facebook, the most popular social media (SM) platform has penetrated every nook and corner of the world. SM is now treated as the ‘fifth Estate’, other than legislative, executive, judiciary, and mainstream media. The power of SM as a critique is widely acknowledged. Establishments are finding it difficult to deal with it at times. Due to its ease of usage and relative anonymity, the general public finds it very convenient to put across their viewpoints, even if it’s against the establishment. Some establishments at times are at loggerheads with champions of freedom of speech including civil rights activists. SM has been used for propaganda, marketing, and awareness campaigns. In this paper, we are proposing to use this powerful tool towards social change. Through a case study, a detailed process is being proposed for using social media, particularly Facebook as an anti-stereotyping tool. The response to an online survey, the outcome of opinion mining, and the enthusiastic response to our case study by the targeted audience validate our hypothesis that Facebook can be effectively utilized as an anti-stereotyping tool.
Highlights
In 1954, the term “Social Network” was coined by Barnes [1]
The community driven uprisings including Arab Spring, Occupy Wall Street, Spanish Los Indignados, Umbrella Movement, Bersih movement, and other successful awareness campaigns like Movember, Bostonstrong, The ALS Ice Bucket Challenge, Me too and the infamous Tool kit case in India were all successful campaigns through Facebook
The paper has presented a model where Authors have developed a methodology for posting the inspiring stories and record the response from public comments. These comments are analyzed through Sentiment Analysis
Summary
With the advent of Web 2.0, social networking sites exploded and attracted unprecedented interest from people all over the world [2]. The community driven uprisings including Arab Spring (in 2011), Occupy Wall Street (in 2011), Spanish Los Indignados (in 2011), Umbrella Movement (in 2014), Bersih movement (in 2007), and other successful awareness campaigns like Movember (in 2003), Bostonstrong (in 2013), The ALS Ice Bucket Challenge (in 2014), Me too (in 2017) and the infamous Tool kit case (in 2021) in India were all successful campaigns through Facebook. Facebook is primarily used for social purposes [2]. Among the social media platforms Facebook is the most popular [3]. Impact of social media in consumer perception management is widely studied. The social media can be successfully used for propaganda and perception management [4]. Social media can become an effective alternative tool for social mobilization [5]
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