In a commentary for CNN by Edward Norton (2011)
He described the web as the new frontier for activism explaining it as follows:
“Technology is obviously expanding, both in its actual reach into our daily lives and in terms of its creative potential. In many ways, this expansion is redefining how we see ourselves as individuals and citizens within our community. But perhaps even more fundamentally, technology is challenging us to equally expand our definition of what constitutes our 'community.'
Within the emerging new reality of truly global connectivity, technology is providing incredible opportunities for people to bridge the barriers of distance, culture and the limits of financial resources and affect the world through their own activism in ways we never could have imagined.”
Given this trend, development communication professionals should consider the web as its new frontier.
On another note, we can also see here the application of Marshall McLuhan’s “the medium is the message”and the need for us to see the “effects of the new medium”. McLuhan further reminded us to not “to miss the structural changes in our affairs that are introduced subtly, or over long periods of time by” which usually happens when we focus on the obvious.