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More analysis of Twitter's role in Moldova

Tue, 04/07/2009 - 4:12pm

Now that I have had more time to reflect on what actually happened in Moldova and chat to a few more people, here are some temporary conclusions on the role that Twitter played and didn't play. 

 1. One paradox is that there are relatively few Twitter users in Moldova to start with. Google search shows only around 70 who list their location as Moldova. This could mean several things: a) they didn't choose Moldova when they registered for Twitter - for various reasons (some may have chosen Romania for political reasons, some may have decided not to choose anything at all, which is also an option) b) the number of users IN Moldova is really small but Moldovans elsewhere managed to keep the meme among Twitter's most popular ones c) Twitter played a much smaller role than we think. 

2. Moldovans abroad played an important role by participating in the protests remotely by helping to keep the story alive via Twitter. Watching the reaction of the Twittosphere to my own previous post, I saw that a large proporition of users with Romanian-sounding names actually seem to be based elsewhere in Europe. It's interesting how Twitter has given them an option to participate in the protests remotely by simply "buzzing" about the story.

3. It really helped that even non-technology people in the U.S. and much of Western Europe are currently head over heels in love with Twitter. It's really good that the Moldovan students didn't organize this revolution via Friendster or LiveJournal (which is still a platform for choice for many users in Eastern Europe). If they did, they would never have gotten as much attention from the rest of the world.

4. The use of Twitter has been limited to mobilization of some local supporters and raising international awareness. It didn't really help much in coordinating actions of people who ARE already on the square, in part because they are offline. My Moldovan friends are telling me that a technology that would really help in that public square would not be Twitter, but a good and loud megaphone. When you have angry and disorganized crowds, you don't need decentralized platforms - you want to centralize instead. This shows a potential limitation of Twitter, especially given the speculation that the government may have cracked down both on the Internet and mobile communications. Another related lesson - as evidenced in Burma's protests in 2007 - the more sattelite phones there are in the country, the better.

5. There were some major differences with the Orange Revolution events in Ukraine. Here are just a few innovations that we have observed in Moldova that we didn't see five years ago:  a) the ability to keep the story in the international news by "hijacking" the Twitter conversations b) the ability for Moldovans abroad to join in c) the availability of much more user-generated content directly from the field.

That said, I should point out that the civil society sector in Moldova are not exactly a bunch of new media novices.  I remember going to Chisinau myself in the summer of 2007 to deliver a couple of new media workshops which were targeting the NGO community (that was back when I was still working for Transitions Online). Well, at least it looks that some of my workshops weren't in vain :-)

Also, last year I had a chance to meet Oleg Brega, one of the most active Moldovan activists (he also runs a popular Moldovan blog Curaj and keeps posting updates from the square). I was very impressed by his almost uncanny ability to rely on the Internet (as well as mobile and video technologies) to bring public attention to his causes (a typical Brega stunt: provoking the Moldovan police to arrest him and have someone capture this on video and then republish to YouTube). You can check a full list of his (and his brother's) great video provocations here.



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more than Twitter

In fact Twitter did not play that big role. The story is quite simple - young and active bloggers decided to have a flash-mob action, lighting candles and "mourning Moldova" because of Communists victory, which nobody recognized due to the multiple violations before and during the campaign. They agreed on the time and place of the action through the network of Moldovan blogs (blogs aggregator blogosfera.md), and social networks like Facebook/Odnoklassniki, etc. More and more young citizens learned about the action, and joined it. Thousands came to the Great National Assembly Square, and the candle flash-mob transformed into a peaceful rally. Those were high school and university students, most of them. They came the second day too, protesting against, what they were convinced, were stolen elections. Then 2 thousand transformed into 4, and then into 10 thousand protesters. That was a civic protest, which grew up out of a flash-mob initiative organized through blogs and social network connections, and then which grew even bigger as the protesters used mobile phones to summon their friends and classmates.

romanian sutents on university plazza

for more information go to http://www.berceni-online.ro/site/autogallery/autogallery.php?show=7.04.2009+BUCURESTI+TNB

PICS AND VIDEO from the plazza

Confusing the tool with the strategy

This part seems particularly misguided:

It's really good that the Moldovan students didn't organize this revolution via Friendster or LiveJournal (which is still a platform for choice for many users in Eastern Europe). If they did, they would never have gotten as much attention from the rest of the world.

This perspective is an example of collapsing the strategy and the tool. More specifically: Getting attention from the rest of the world is not automatically the objective of any given social change movement.

Most social change organizers know this. There are moments when you want to focus on building awareness and/or getting media attention, but that's often not the primary focus of the campaign. In the case of the Moldovan students, it could be that what was most needed was a way to get organizers to identify and strategize with one another — in which case Twitter would have been a very poor (or at least fantastically blunt) tool.

Such perspective is possible only if you think of Twitter as one possible tool, perfect for use in some strategies and rather ineffective in others. A near-religious belief in Twitter (or any technology) as a strategy leads to a narrowing of the actual strategy — getting the world to pay attention becomes the goal, because, hey, that's what Twitter can be effective at doing!

In this case, organizers might have gotten attention from beyond Moldova with a few dozen Twitterers, but failed at their primary goal of making opposition to the regime visible to other Moldovans.

More here: The fire and the food: Why there's no such thing as a Twitter revolution

viral marketing

I think this is called viral marketing. Just in this case it is not a celebrity but young people desperate for democracy. Feels a bit like they got used by some media that are in love with twitter and want to promote their own choice to use twitter as a distribution channel.