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While many may have posted it to show support for gay marriage equality, others may have placed it in their profile to follow the crowd - many other friends were doing it, so they joined in. The transmission of this logo highlighted variable reasons why individuals might have adopted the logo. While many adopted, and later adapted, the HRC logo for their Facebook profiles, others critiqued the campaign and, by extension, users who changed their pictures to the modified logo. The transmission, replication, and mutation of the modified HRC logo in March calls up intriguing questions about the role of identification with Internet memes disseminated in online social networking technologies. These remixes - mutations of the original logo - were shared alongside the original HRC logo and became part of the phenomenon. As the HRC logo spread, variants appeared that played on the theme of a red square with two objects inside. The ease of spreading information in a site like Facebook made the HRC logo wildly popular, particularly in the United States, for a brief period of time. The simple symbol had been liked over 25,000 times and shared 78,000 times in the first 24 hours of its transmission alone (Yang, 2013). Founded in 1980, HRC advocates on behalf of LGBT Americans, mobilizes grassroots actions in diverse communities, invests strategically to elect fair–minded individuals to office and educates the public about LGBT issues” (Human Rights Campaign, “About Us,” 2013). The HRC describes itself as “the largest civil rights organization working to achieve equality for lesbian, gay, bisexual and transgender Americans. Figure 1 shows the HRC’s initial Facebook post on 25 March 2013, which encouraged users to adopt the image as their profile picture.įigure 1: The Human Rights Campaign’s March 2013 Facebook post. This small red image was a modified logo for the Human Rights Campaign, or HRC, to represent marriage equality. An active Facebook user in March 2013 might have logged on to see his or her timeline overtaken by small red squares, many with an equal sign inside. In early 2013, something interesting happened on the social networking site Facebook for a short span of time in March, many users adopted the exact same profile picture (the small image that represents that user to the rest of the Facebook population). Often dismissed as “slacktivism,” I argue instead that the digital activism made possible through social media memes can build awareness of crucial issues, which can then lead to action.
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This article suggests that even small moves of support, such as changing one’s Facebook status to a memetic image, assist by demonstrating a supportive environment for those who identify with marginalized groups and by drawing awareness to important causes. The HRC meme is an important example of how even seemingly insignificant moves such as adopting a logo and displaying it online can serve to combat microaggressions, or the damaging results of everyday bias and discrimination against marginalized groups. This paper examines the Human Rights Campaign (HRC) Marriage Equality logo as an example of a meme to further understandings of memetic transmission in social media technologies. In defense of "slacktivism": The Human Rights Campaign Facebook logo as digital activism