The internet and digital media played an important role in facilitating the organization and coverage of the transnational, multi-issue protests during the 3rd WTO Ministerial Conference held in Seattle (November 29 to December 2nd, 1999). The internet networked local NGOs, citizens, and grass-roots activists into a global, transnational network by facilitating new channels for action, and discourse of public policies. Using the internet activists operated at local, regional and global levels, ultimately facilitating global connectedness while at the same time strengthening local ties (Juris). “The technical possibilities of cyberspace make innovative forms of large-scale direct democracy practical,” thereby building political alternatives and regionally coordinating local assemblies (Juris, 205). In other words, big groups of people of different backgrounds and goals can organize themselves to protest what symbolizes the cause of their discontent: the WTO and the globalization of the neo-liberal economic system.

Almeida, D and Lichbach M. "To the Internet, from the Internet: Comparative Media Coverage of Transnational Protests." Mobilization: An International Journal. 8(3): 249-272

Almeida, D and Lichbach M. "To the Internet, from the Internet: Comparative Media Coverage of Transnational Protests." Mobilization: An International Journal. 8(3): 249-272

Jeff rey M. Ayres. Framing Collective Action Against Neoliberalism. journal of world-systems research, x, 1, winter 2004, 11–34 Special Issue: Global Social Movements Before and After 9-11 http://jwsr.ucr.edu/
Organization of the Seattle protests made resistance to Washington Consensus-influenced globalization part of the public and mainstream media discourse. The movement that came to public prominence in Seattle is composed of a plurality of interests and issues and, thus, largely seen without a convenient, singular message, recommendation or universal goal. In this respect the “anti-globalization” movement reflects reality, and the need for a convenient universal “handle,” the bounded consciousness of mainstream 20th century media. The New Media revolution that occurred in Seattle exists beyond boundaries, and succeeded because it respected the plural interests of its composition, and did not seek to bound it within a convenient mainstream media message.
Beyond the production of alternative values, discourses and identities, however, contemporary anti-corporate globalization movements are perhaps best understood as social laboratories, generating new cultural practices and political imaginaries for a digital age (Juris, 206).
The internet and digital media also revolutionized the way coverage and documentation of actions occur, allowing activists and citizens to record and set their own media agenda:
While in the past activists had to rely on experts and the mass media to circulate their messages, largely due to high transaction costs and time constraints, they can now use new digital technologies to take on much of this work themselves, assuring greater control over the media production process, while enhancing the speed of information flow (Juris, 201).
Grass-roots media played an important role during the Seattle protests, providing coverage due to the dearth of mainstream coverage and an alternative to mainstream information. In one instance, the Independent Media Center provided contrary evidence to CNN’s claim that rubber bullets were not being used: indeed they were! The same alternative documentation and coverage mechanisms were used in future anti-neoliberal globalization movements. During the 2003 G-8 Summit in Evian, France protesters attempted to block summit a delegate’s access to the meeting location by setting a rope across a bridge and hanging two people from each end. The attempt proved unsuccessful when a police officer cut the rope, thereby clearing the way for delegates and causing one of attached people to plummet 100 feet (Update). This incident (amongst others) is the metaphor that characterizes the conflict with protesters and global economic institutions, rights and neoliberalism: Economic profits are placed before the safety, security and interests of people.
Broad features that characterize anti-neoliberal globalization movements (Juris):
- Movement networks are locally rooted, but global in scope. Coordinating and communicating through transnational networks, activists engage in institutional politics and global campaigns through global days of action, international forums, and cross-border information sharing.
- Activists think of themselves as belonging to global movements, discursively linking local activities to diverse struggles elsewhere.
- Large scale actions are informative. The various protest tactics produce highly visible, theatrical images for mass media mediated consumption
- Movements are organized around a multiplicity of virtual and physical networks.
Large coordinating NGOs:
- http://www.globalexchange.org/
- http://www.citizen.org/trade/wto/
- http://www.thealliancefordemocracy.org/
Bibliography – New Media for Peace:


















