10/14/25, 10:42 AM The power of online protest - University of Amsterdam Another key factor for success is the use of humor. A meme, a funny image, video or text that spreads quickly online, can help a message gain attention. ‘A meme is most successful when it delivers commentary on an issue in a clever, indirect way.’ Lowering the barrier Online campaigns can motivate people to join physical demonstrations. In Indonesia and Thailand, hashtags were used to put pressure on political leaders, eventually leading to mass street protests. ‘Joining a protest is a big deal,’ says Sastramidjaja. ‘You could be arrested or face violence. If you also don’t know anyone in the crowd, it can be intimidating. Online protest lowers the barrier to participate in street protests. You can easily connect with others, after meeting them online it’s much less frightening to join that same group in the streets.’ Follow us At UvA Society & Behaviour, we study how people think, feel and behave. We use that knowledge to help address social challenges. On uva.nl/fmg-en and our social media channels, we share remarkable research stories (in Dutch): we talk to scientists, explain complex topics, and show how research on society and behaviour matters to everyone. YouTube (https://www.youtube.com/@uva-maatschappij-gedrag) Instagram (https://www.instagram.com/uva_maatschappij_gedrag/) LinkedIn (https://www.linkedin.com/school/uva-maatschappij-gedrag/) BlueSky (https://bsky.app/profile/uva-fmg.bsky.social) No control One drawback of online activism is how quickly you can lose control of the protest message. ‘A hashtag campaign can take weeks to prepare,’ says Sastramidjaja. ‘But once the message is online, the creators have no control over it anymore. Anyone on social media can pick it up. The protest can quickly grow and take on a life of its own, sometimes far beyond what the organisers originally intended.’ ITE Law in Indonesia The Electronic Information and Transactions Law (ITE Law) is a 2008 Indonesian law regulating internet use. Critics say the provisions on hate speech and fake news are too vague and strict. As a result, people expressing anger or criticism online, even as a joke or opinion, can be punished or arrested. 4/5