Social Media Activists: Catalysts for Change
It’s no secret that Indigenous Peoples have been misrepresented in news and mass media since these platforms were invented. The result has been a clear reflection of the impact of colonialism and stereotypes created by Western worldviews. Although it has been an uphill battle against misconceptions, the media—in all its forms—has progressed and is ever-changing, impacted largely by our youth and their will to empower themselves and others.
Today’s youth, Generation Z-ers, are the first generation to have grown up with the internet at their fingertips, including regular access to portable digital technology. They are more environmentally responsible and more aware of social and political issues. It’s no wonder there’s been a surge of Indigenous social activists exercising their inherent right to speak up about what matters to them.
We have never seen such a tidal wave of Indigenous awareness and knowledge being shared amongst the masses, and social media is how it is done. Social media has evolved from simply being a form of direct electronic information exchange to a powerhouse tool that can be used in a variety of ways worldwide, one of which is enacting social change. Young people have taken up this tool like a torch passed on by their ancestors, and they are using it to shine love, light and education across Turtle Island and beyond. Our young people are using their voices to remind everyone that we, Indigenous Peoples of various diverse cultures, are here and we matter!
Indigenous social media influencers are at the forefront of this epic development, using their platforms to shed light on many different topics. They have taken up arms and are running headfirst into the fray.
Individuals, like traditional hoop dance artist James Jones (aka Notorious Cree), utilize social media to inspire and share culture. Jones uses his presence on TikTok to educate and familiarize hoop dancing for youth around the world. If these were the 1900s, what Jones is doing would be illegal, but because of the massive sacrifices made by our Elders and predecessors, we have reached a point in history where we can write about the impact a young Cree’s healing hoop dance has on his 3.5 million followers.
Kyra Flaherty, who goes by Arctic Makeup, uses her platform to share some of the devastating struggles that have impacted the Inuit in Northern Canada. She is known for speaking out about the effects of the housing crisis in her area and about how the high food costs in local grocery stores made living difficult long before the pandemic. Flaherty brings these issues to her peers and even goes so far as to receive and distribute donations.
Like many activists and educators, she has been questioned and asked the same old bigoted line of questioning: “Why do you live there?” “Why don’t you just move?” These questions, ignorant of history, mean Flaherty needs to provide a history lesson—something no Indigenous person should have to do, but often must. She educates the ignorant of the unwilling and unjustified forced relocation of her people.
Flaherty’s social activism has gone from Tiktok to Breakfast Television, and her momentum hasn’t let up yet. Today she is still using her platform to teach and help close the gap between the masses and Inuit Peoples.
Social activism is merely the tip of the iceberg. Influencers have even created a bigger space for inclusion in all its forms.
Sharon Swampy highlights something commonly known amongst Indigenous communities but isn’t common knowledge to others. The relationship between colonial food and Indigenous bodies is the focus of Swampy’s social media content. Her page acts as a resource for understanding how and why certain post-colonization foods affect Indigenous bodies today.
With this huge influx of shared knowledge, these young Indigenous changemakers are facilitating an online community of growth and unity amongst Indigenous Peoples and their allies.
This red road is not without its obstacles and headwinds. Many who travel this path often need skin of steel and spines strong enough to carry the weight of an entire people. The realm of Indigenous representation in media is a minefield that these youth must navigate when trying to establish a foundation.
Even those who build their platforms on something as light-hearted as comedy, like Che Jim—an influencer who has united Indigenous communities across Turtle Island with his sense of humour—have to address discrimination and resistance.
With the beauty that is a progression towards visibility in media, it is not without some undesirables trying to inject bigotry, racism and misinformation. When these influencers of change gain a certain amount of recognition, it is as if the uneducated feel compelled to try to tear them down.
Most Indigenous influencers will have to face this at some point, but role models— like Shina Novalinga, a well-established Inuk throat singer—address those who criticize while continuing to hold their heads high and march onward.
Some have made it their job to combat this wall of ignorance. Lance Tsosie, otherwise known as Modern Warrior, is a bigot’s worst nightmare and an ally’s best resource. Tsosie faces hundreds to thousands of people daily who use him as an outlet for racism, large displays of misinformation and a general lack of knowledge. Even though Tsosie is in constant battle with people looking for an argument with no intent to learn, he is still respectful and kind to those who wish to understand Indigenous Peoples.
Still, the good, the bad and the ugly all must be embraced because those elements are how we make change.
We have to see the ugly and rewrite a narrative that was set in motion long before now. Speaking truth and ensuring positive representation in the media is a big responsibility for young people. Our future may not be clear, but watching this colossal shift—and seeing the eyes of the world open to Indigenous Peoples through the power of youth and technology—brings hope that these young Indigenous innovators will lead us to a bright and accepting future.
Cheliza Crawford is a proud member of both the Ojibwe of the Mississaugas of the Credit and the Mohawk Nation of the Haudenosaunee. She is completing her internship as a content creator and communications team member at SAY Magazine.