Network Effects in the Legalization of Same-Sex Marriage and other Social Issues
On June 26, 2015, the Supreme Court did what individual states had struggled to do for the last decade: legalize same-sex marriage. Before that, activists were harnessing the power of social media and personal networks to change the hearts and minds of those around them. Between May of 2006 and May of 2015, the approval rate for same-sex marriage nearly doubled: in 2015, 60 percent of Americans said that same-sex marriages should be recognized by the law as valid, with the same rights as traditional marriage (compared to 39 percent in 2006). This percentage is only likely to grow as people become accustomed to the new law—many Republicans, like John Kasich, have expressed support.
How did we get to this point? There is considerable reason to believe that social media and network effects have gotten us this far. Facebook groups and twitter hashtags raise visibility and eliminate the problem of “the gatekeeper” that is traditional media. As more people support a movement publicly, two things happen: (1) LGBT individuals are encouraged to share their stories and (2) people who know them (or even just hear those stories) become more likely to support the movement. The first is an example of a direct-benefits effect. As more people become visibly involved in a movement, more resources are made and advertised for people who those movements affect. So, whereas an LGBT kid would have felt isolated and alone 30 years ago, today they can take to Facebook, Twitter, or Tumblr to connect with other members of the LGBT community. It feels safer to share their stories.
The second is an information effect. We know that “simply having a gay family member, friend, or colleague doubles the likelihood of support” (The Atlantic). So, as people feel safer coming out to their friends and family, and sharing their stories on their social network pages, the number of allies grows. One popular way of reaching out to would-be allies is outlined in the Atlantic article: activists call on their friends to talk to their friends (the activists’ friends of friends) with a simple message—“You got married because you were in love and wanted to start a family? Me too.” Tolerance, thus, moves through a network much like the other examples discussed in class.
The implications extend far beyond same-sex marriage. From #Blacklivesmatter to protests in Brazil, Turkey, and Egypt, the power of social media as a tool for mobilization cannot be ignored. For these movements, and any movements where there are considerable risks involved in joining, network effects abound.
Sources:
http://www.gallup.com/poll/117328/marriage.aspx