Successful online media campaigns can be seen in parallel with many of the concepts developed by Brazilian educator and philosopher, Paulo Freire.  Freire was critical of traditional education models with a rigid power structure of the teacher above the student, as well as image of the student as a container for educators to fill with knowledge; the inflexibility to this system does not allow for development of critical thinking on the part of the student and ignores the value to be gained from an atmosphere of freedom and action within an educational context.  Freire also argued that education is a critical component to overcoming oppression and that recognition of the causes for such oppression is the first step in achieving change.  Similarly, media campaigns should seek to provide a foundation of education for individuals to draw on when engaging with an issue.  Media campaigns should seek to inform their audience about these causes with methods which expose oppressors using their own action against them (a strong example of this would be tactical media efforts like those of the Yes Men).  It is equally important to build an online media campaign which is fluid, flexible, and able to respond to reactions of individuals who make up the audiences of such campaigns.  Especially with the central use of technological in many of these campaigns, feedback is more instantaneous than ever, and full advantage of the enhanced two-way relationship between producers of media and users should be taken.  Much in the way Freire advocated for the student-teacher relationship to be less hierarchical, so should the relationship between activist media producers and those they hope to inspire to action.      

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