Digital activism has drastically changed the way dissatisfaction and criticism of social and political issues are expressed over the past two decades. Smartphones, the Internet and the availability of a number of other tools and services have enabled the organization of many different movements that have mobilized a large number of citizens, in order to achieve a specific impact or cause change. Every day, various new forms of activism dawn online, and they bypass the traditional channels of political and social movement. They primarily use technology and social networking and offer alternative perspectives on organization and integration.

From the multitude of different tactics that are certainly intertwined in online and offline action, we will single out a few that have been predominant in recent years, both in Macedonia and around the world.

It means using the blog format as an internet tool, in order to influence the occurrence of particular social change. People use blogs to combat various types of social injustice, such as unjust imprisonment, government corruption, environmental degradation, human rights abuses, and so on.

Basically, a blog is a great tool for activism, because it allows anyone with an internet connection to launch a social change campaign with the potential to be heard, both locally and globally. It gives ordinary citizens incredible power to oppose the authorities, to act as alternative sources of information, to organize supporters, and to lobby those in power.

Starting a blog and blogging is no more complicated than opening an email and texting with friends.

The content of blogs is more visible to search engines, stays relevant for a long time and is a great testament to the development of a particular activity. Content may be published by one or more authors, or anonymously. It can contain several multimedia types of content in one place, which gives extra space compared to statuses, videos or photo posts on social media.

These are purpose-built websites dedicated to just one specific topic or issue that is being thoroughly addressed. Often, these microsites can be part of a specific campaign or support a more complex fight for change.

Tools that offer fast and functional webpage building allow such microsites to appear more often, containing different functions.

Locally there are several good examples on this topic: javendolg.mk, patnitrosoci.mk, skopjesezagreva.mk and others.

If we consider Limor Shifman’s definition of Internet memes as a socially constructed public discourse in which different meme variations represent different views and perspectives, then we can easily understand why memes are a powerful tool for understanding the general opinion of society. The same goes for memes that touch on current socio-political topics. They reflect the views of how a particular political reality should or should not be.

Memes have the power of quick and widespread sharing, thus reaching a huge audience. Although the very act of sharing is often criticized as “fake” activism, when it comes to political content, some specific studies confirm that it is in fact an important and delicate activity. Sharing such content means that fears of violating personal privacy in terms of political views and the like have been overcome. Recent research shows that Internet memes play an important role in political expression and civic emancipation.

Instagram and Facebook accounts/pages that are dedicated to such content are especially relevant today. From the local examples, we can single out: Seir, Просечен Македонец во Европа (Typical Macedonian in Europe), kamaj.net and others.