The 2003 referendum that sanctioned Malta’s accession to the European Union was held at a time when broadband internet access was still making inroads in Malta and we had the first bloggers, but it was still a few years ahead of the launch of YouTube, Facebook and Twitter, some of the most popular social networking services with the Maltese.

Then the 2008 general elections witnessed the initial surge of social media, and we know the result. Given the very small winning margin, it could have played a significant role, especially among the young voters.

What was the role of internet in the divorce referendum campaign? Was the ‘Yes’ camp successful because it made better use of the internet?

“The social media have become the preferred source of information for a generation of young people that hardly ever looks at a newspaper and is increasingly less prepared to sit in front of a television set,” Carmen Sammut, a university lecturer in media and international relations told i-Tech. “Whereas campaigners focused primarily on the old media and interpersonal communication in communities, there was a grassroots campaign outside formal structures which emerged through social media. The interactive potential of the internet permitted debates outside the formal and hidden agenda of powerful institutions like the church, the state and political parties.”

On Facebook one would have got the impression that the majority of users on this social network were in favour of divorce, but Dr Sammut warns that users tend to aggregate with like-minded people, typical of the Maltese każini (clubs).

Timesofmalta.com and the online portals of established media were all geared up for the campaign and provided extensive live coverage during the voting on Saturday and the thrilling counting on Sunday morning. These also made use of the social media, especially Facebook and Twitter. The latter witnessed a beehive of activity on Sunday morning as news and views flooded out from the counting hall.

“There was a vibrant debate in Facebook where virtual communities were sharing information and opinions,” confirmed Dr Sammut. “On top of this Facebook became a channel of irreverence … people vented their annoyance and frustration at the rhetoric that was being used; we shared campaign fatigue. Facebook, YouTube, e-mails or a combination were used to share satirical materials within circles of friends. YouTube offered room for content that did not find its way on the airwaves because institutions did not allow it.”

New blogs, such mazzun.wordpress.com, were launched at the beginning of the campaign with a clear secular stance. Other established blogs such as J’Accuse dedicated more real estate to the divorce issue, while others like planetmona.com switched coverage to the divorce issue altogether.

“It’s been emotional for some and tragically hilarious for others,” according to Mark Biwwa, a seasoned Maltese blogger who chipped into the campaign with his markbiwwa.com.

“Mostly I find that blogs brought the news to us in the light of the blogger’s comment on it. I think that essentially it networked a huge group of moderate, well meaning people who had been bored to death of divorce for some time. We provided the laughs.”

Those who preferred to stay on Facebook in search of a good laugh most probably came across Divorzistan, a page that served as a platform for the spoofs of the now infamous Kristu Iva, Divorzju Le billboard and other campaign material.

This is creation of a Maltese guy who pronounced himself as the “Mullah” with his “mujahedeen” Facebook followers contributing with edited photos, videos and comments.

Speaking to i-Tech under condition of anonymity, the Mullah admitted his initiative had little impact on the referendum campaign.

“A satirical group like Divorzistan was always bound to preach to the converted. I had that feeling all along and in all fairness, I was never of the belief that Divorzistan could have a say in proceedings. You have to see the context: Divorzistan was born out of a sluggish Saturday morning and an incredulous anger at the messages bandied around by the No camp. It’s a one-man show where, thankfully, many others contributed and one person in particular did a tremendous job with videos. But once we were communicating online, we were more at home than we would have if we had to use traditional media for our aims. We did our best to avoid personal attacks on people. It wasn’t always possible.”

Perhaps the most important output of Divorzistan was the Hitler video on YouTube, with the famous sequence from the Downfall movie spiced up with subtitles in Maltese full of jibes at the referendum campaign.

Asked about the future of Divorzistan, the Mullah replied in his usual cheeky mode. “The Mullah wants to go on holiday. The Lebanon or Uzbekistan. I am pleased of the following the movement has garnered but I feel it’s pretty pointless to run it any further irrespective of the result.”

But which camp ultimately made the best use of internet?

“Whoever was selling ad space online,” according to blogger Mark Biwwa. “Seriously, I think Josanne Cassar’s happy accident of Moviment Tindaħalx (Mind Your Business Movement) on Facebook was the best moment in the whole story. It did so very well and still stands for something we all should, the idea that we should live and let live and stop sticking our noses into others’ business.”

Dr Sammut makes a more cautious note, perhaps reminiscent of the debate whether the Arab Spring revolutions were caused by the social media or whether these were just enabling tools.

“While the internet empowers us, striking “Like” and updating your status on Facebook will not empower you to bring about reform. The internet has a mobilising impact and it may help groups to dominate the media narrative, but for reform to happen we need to engage in some form of substantive action.

“There were definitely more grassroots initiatives; there were more people talking to other people. I do not feel however, that structures have learnt how to use the internet effectively,” concluded Dr Sammut.

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