When a march is organized through an internet app like Facebook or Twitter many people hear about it and approve. Many may actually go a city center and walk around with clever placards. At the end (whatever that means) they normally disperse and nothing tangible is achieved. There may be some speakers at the end or the beginning who one might recognize, but usually, it’s not about the speakers. It’s a form of passive/aggressive self-expression. This is called horizontal organization.
In the past, (before social media) there would be a particular leader or group of leaders who would announce they were going to make an address to fellow believers at a convenient urban location Think- Martin Luther King (I have a Dream speech in Washingon), Tom Hayden’s anti Vietnam war speeches or Gandhi’s salt march. After the people dispersed the leaders carried on with the cause, meeting with lawmakers and appearing on TV or getting arrested. They pushed for new legislation and they sought out ways to expand their following. Such gatherings are considered examples of vertical organization.
The results of the former are mixed at best. Take for example the Arab Spring. These were almost always horizontally organized and in the end, they achieved nothing. There were no anointed leaders to stand up to take on the existing corrupt governments after the crowds dispersed. There was no plan because crowds can’t plan.
Try to imagine a different march in Washington against guns. Instead of it being a sort of mass wandering, it was to stage a speech by Barack Obama to raise money for a new lobby group called Americans Against Guns. He would speak at the Washington Mall and follow up with crowdsourced funding a la Billy Graham. What a show it would be! Then Barack could fly to Chicago and Los Angeles and do it again. There would be huge crowds to hear his soaring oratory. The money would pour in and it would be used to defeat NRA supported candidates and bills.
Instead we have a few well intentioned high school students tweeting about the college admission results. Does anyone think this works? It’s time to go old school vertical. Twitter and Facebook will never get the job done on their own.
And our best player is sitting on the bench.