Lisa Schirch 25 Spheres of Digital Peacebuilding and PeaceTech 7 heavily to oppose such legislation and have been reluctant to remove content that drives their profit model.23 Civil society groups increased their advocacy with tech companies to change their algorithms, increase content moderation, “deplatform” to remove the accounts of violent extremist groups, and add features to their platform to help users protect their privacy and to distinguish between false information and real news. Peacebuilding organisation Search for Common Ground began talking with Facebook staff on how to improve digital dialogue and to help their staff understand the “common ground approach.” Another peacebuilding NGO, JustPeace Labs, began to offer “Ethical Guidelines for PeaceTech,” “Conflict Sensitivity for the Tech Industry” and a suite of other tools and guidelines for tech companies as well as civil society organisations to use when planning and executing programmes involving technology.24 The Alliance for Peacebuilding, Toda Peace Institute, Mercy Corps, Build Up, and other groups have regular contact with technology companies to increase understanding of the field of peacebuilding and to communicate concerns and ideas on how to address the link between social media, conflict, polarisation, and violence. These meetings explore potential collaborations and generate new ideas about designing platforms, moderation, public service announcements, and rewards or incentives for positive digital communication on these platforms. In June 2020, a coalition of US civil society groups launched the #StopHateForProfit campaign , an advertiser’s boycott of Facebook to press the company to take more action to address hate speech and disinformation. Nearly 1000 advertisers pulled their ads from Facebook to signal their disgust with the company's record on human rights.25 Fifth Generation: Digital Social Movements The fifth generation of digital peacebuilding recognises that tech companies do not have sufficient incentives to change, that government regulations are complex and slow to develop, and that urgent and widespread need for action requires civil society to form digital social movements to participate in addressing these threats. In some regions of the world, local civil society has already taken the lead on addressing rampant disinformation and hate speech, initiating digital media literacy strategies to improve public awareness of digital threats and how to practice digital communication skills to defuse tension and find common ground to reduce polarisation. In western Europe, the #ichbinhier (#Iamhere) civil society movement involves tens of thousands of volunteer “upstanders” to support victims of digital harassment and For a survey of experts and research on this topic, see Denise Clifton, “Why Facebook and Twitter Aren’t Stopping the Flood of False and Toxic Content” Mother Jones. 4 December 2018. 24 “Ethical Guidelines for PeaceTech.” Just Peace Labs. San Francisco, California, 2017. Found at https://justpeacelabs.org Access on 1 July 2020. 25 Nancy Scola. “Inside the Ad Boycott That Has Facebook on the Defensive.” Politico. 3 July 2020. 23