Are Social Movements Becoming More About Personal Branding Than Real Activism?

The evolution of social movements has shifted significantly with the rise of digital media, transforming how activism is organized, promoted, and perceived. Historically, social movements relied on grassroots organizing, protests, and community engagement to push for systemic change. Movements such as the civil rights movement of the 1960s or environmental activism in the 20th century were driven by collective action, often requiring physical presence and long-term commitment. With the advent of social media, activism has become more accessible, allowing individuals to raise awareness, share information, and mobilize support globally. However, this shift has also introduced the concept of personal branding, where activists—both established leaders and everyday individuals—use their platforms to gain visibility, sometimes blurring the line between advocacy and self-promotion. Hashtags, viral campaigns, and influencer involvement have changed the dynamics of activism.