8legs: Adam scott bellos

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How social media turned activism into performance and branding | The Jerusalem Post

The article argues activism is increasingly judged by online visibility rather than real-world impact.
Social movements now blend protest with content creation to fit virality and branding needs.
The piece uses the Gaza flotilla coverage to show how images outpace the underlying political work.
There is a call to shift from mere visibility to building durable institutions and policies.
The authors warn that the attention economy can turn suffering into content without solving the root issues.
The article notes the risk across ideological camps of reducing complex conflicts to simple binaries online.
Images matter because stories matter, but images should serve the work rather than replace it.
The piece argues for returning to truth, nuance, and long-term engagement beyond cameras and captions.
The authors identify branding and performance as a modern risk for Israel advocacy and broader movements.
Ultimately, the article calls for a balance that preserves activism’s humanity while embracing modern tools.

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