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CBS wants the next revolution to be televised.
The network announced a new five-week series on Thursday called “The Activist,” which will feature six activists from around the world competing against each other (in missions, media stunts, digital campaigns and community events) to promote health, education and the environment. cause. Their success, according to CBS, will be measured by online engagement, social action and the contribution of the show’s hosts: Usher, Priyanka Chopra Jonas and Julianne Hough.
In his press release, the show is described as one that “will inspire real change”. But some organizers have criticized the premise of the show, accusing CBS of diminishing and profiting from the work of organizers and activists by making it more digestible and consumable for a wider audience.
“As Gen Z and many 21st century activists and grassroots organizations harness the power of social media to raise awareness of their movements… social media does not, cannot and should not determine the success of an issue. or a human being at all, “Activist Sofia Ongele, 20, told NBC News on Friday.
Ongele said she was approached for a show with that same premise in April, although she is not sure if it was “The Activist.” She turned down the opportunity, she said, because “activism is neither a game nor a competition”.
The flashback comes as the role of social media in activism remains a matter of debate, especially whether so-called “slacktivism” actually achieves anything substantial.
Adam Gismondi, director of impact at Tufts University’s Institute for Democracy and Higher Education, which conducts non-partisan research on civic education and participation at the university, said the reaction initial was not surprising.
“The marketing of this show amplifies the more cynical aspects of activism that some may consider performative,” Gismondi told NBC. “It emphasized the celebrity factor, it emphasized that this is a competition and it made activism appear, in some ways, to be a zero-sum game.”
In reality, Gismondi said, activism is “tough, rough work and not necessarily glamor. It takes tenacity, persistence and patience; it’s not easy to just put it in a box.” .
“It intersects with people from different communities, and it requires interdependent work between people – and the way they put on the show doesn’t really match that,” he added.
CBS and Global Citizen, co-producers of the show, did not immediately respond to an NBC News request for comment.
But Michael Rapino, CEO of Live Nation Entertainment, said in Thursday’s announcement that the show aims to “raise awareness of society’s most pressing problems while giving every viewer the opportunity to be a part of the solution. “.
Hugh Evans, CEO and co-founder of Global Citizen, echoed similar sentiments.
“The public will see activists’ passion and commitment to their causes put to the test as they call on world leaders to take urgent action to address the interconnected crises we face,” he said. in the press release.
But Ongele, and others who have criticized the show on Twitter, believe CBS completely misses the point of activism in pitting social issues against one another.
“Decreasing and capitalizing on our causes strengthens the exact unequal systems that we strive to dismantle,” said Ongele.
“Black and brown intersectional people who are activists and organizers are harassed, disrespectful and dehumanized,” one Twitter user wrote. “But let’s do a game show! Like it’s a joke.”
“I’m confused,” Naomi Klein, Canadian author, journalist and social activist, tweeted. “Is this an advanced Marxist critique to expose how the competition for money and attention pits activists against each other + undermines profound change?” Or just the end of the world? “
Some progressive elected officials also weighed. Rep. Jamaal Bowman, D-NY, told his supporters he would block anyone looking at “this mess.”
Jokingly, Rep Alexandria Ocasio-Cortez, D-NY, responded: “lmaooo I will submit one in your name.”
Gismondi said the show might actually help elevate some issues and generate funding for them.
The show is scheduled to premiere on October 22. The activists’ ultimate goal will be to advance to the G20 summit in Rome, Italy, where they “will meet with world leaders in the hope of securing invaluable funding and awareness for their causes,” said CBS.
“The Final Episode,” CBS said, “will crown ‘The Activist’ and feature a musical performance, notable activists and heads of state from around the world. “
But we don’t know how many will connect. Promotion around the show has been a “mess,” Gismondi said.
Instead, the money spent on the show, some argue, could have gone directly to activists and grassroots organizations.
“To think that these topical and potentially deadly issues are being exploited for entertainment is a really bizarre concept, bordering on sadism, and really undermines the importance of the people on the front lines who risk it all in the hope of getting away with it. a better world, ”said Ongele. . “Activism should never be described as a competition: we all work together to alleviate the symptoms of the same systems.”
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