Critical Review of Ethan Zuckerman’s Perspective on Social Media and Civic Movements: A Case Study of Pakistan

Abstract

This paper is based on a critical review of Ethan Zuckerman’s two-dimensional model of civic engagement, described as “Thin vs Thick Participation” and “Voice vs. Instrumental Action,” by using the concept of social movements in the Global South, primarily Pakistan. While
Slacktivism may popularize digital activism; this study contends that even low-effort online actions can play a significant role in transformation through the setting of public discourse and building support, which creates pressure on institutions. The large-scale Lawyers’ Movement (2007–2009), The #JusticeForZainab campaign (2018), and the Students’ Solidarity March (2018 present). There are three case examples used in this paper to illustrate how different mixes of thick/ thin and voice/instrumental strategies are mediated by national political structures, plus digital platforms. The study further suggests pushing Zuckerman’s model by adding a third axis, historical power dynamics, and global hegemonies, to more truly judge the ability and limits of social movements in postcolonial settings. This improved framework gives a finer view of civic action in developing countries where online protest works within systemic limits.