ABSTRACT
This chapter examines the variability and opportunities in activism and activist culture in order to bring nuance into the evaluation of their respective impacts, both culturally and institutionally. It explores the power dynamics present in online activism and the fragility of social and community cultural wealth within the scope of online activism. It changes the frame to address these questions: Who defines who is an activist and, what is activism, and who decides what impacts and strategies are relevant and effective? To address these questions, the chapter connects theoretical ideas from multiple areas to public relations theory by examining two Black diasporic digital campaigns and proposes ways scholars and practitioners can use the strategies of online activism for better and more sustained digital efforts.
