Photo: Plakat akcji Kony 2012 przy pl. Trzech Krzyży w Warszawie.JPG; Author: Mateusz Opasiński; Lic.: CC BY-SA 3.0
The surge of “wokeness” in the 2010s, marked by the mainstream embrace of terms like “white privilege” and “nonbinary,” is best explained by the rise of social media. According to an article by Scott Greer, before the widespread use of smartphones and platforms like Facebook and Twitter, such radical ideas had limited visibility. The advent of the iPhone in 2007 and the proliferation of social media allowed these concepts to spread rapidly, with the Left utilizing these tools more effectively than the Right.
Social media became a powerful amplifier for a generation disillusioned by Barack Obama’s presidency and troubled by economic challenges. Millennials, seeking new ways to understand their changing world, found these radical ideas compelling. Online media, driven by social media algorithms, spread these messages widely. This created an echo chamber that reinforced woke ideologies and marginalized opposing views, especially right-wing views.
Three key events illustrate how social media facilitated this shift. The Kony 2012 campaign demonstrated the ability of social media to mobilize public attention around issues that might otherwise go unnoticed. The Trayvon Martin case, which became a national controversy fueled by misinformation and rapid spread on social media, highlighted how these platforms could distort narratives. Finally, the Justine Sacco incident showed how social media could enforce politically correct standards and drive individuals to self-censor to avoid backlash.
Today, the influence of social media has shifted with changes in platform algorithms and evolving generational attitudes. While the fervor of the Great Awokening has diminished, the role of social media in amplifying and spreading these ideologies during the 2010s remains significant. The Narrative Machine is still swinging, but the people are not buying their lies as often. And as conservatives make their voices heard, tech companies are more hesitant to go all in on wokeness.
