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  • A real life meme that took slacktivism offline
  • A real life meme that took slacktivism offline
    Sebastiaan ter Burg, Creative Commons (2016) ©
CASE STUDY

#DeleteUber: Instagrammers take the moral high ground

#DeleteUber marked a turning point in online activism, with social media users banding together to take the moral high ground against Uber's badly-timed promotion. But did people ditch the app because they genuinely disagreed with the brand’s actions, or so they could post about it on Instagram?

Location Global

Scope
In the wake of the New York Taxi Alliance’s protest against President Donald Trump’s ‘Muslim Ban’ in January 2017, Uber blundered when it announced that it would temporarily suspend surge pricing for trips to JFK Airport during the strike. While the brand claimed it was a case of bad timing, the internet wasn’t convinced.

In a wave of public consciousness, people called Uber out on what they deemed to be an insensitive and opportunistic move. The movement became a real-life meme, which saw users sharing screenshots of themselves deleting the app on Instagram and Twitter, accompanied with ...

Canvas8

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