In the world shaped by corporate control, liberal co-option, and empty activism, the language we use is a battleground. The unthinking push for #mainstreaming has dulled radical energy, replacing effectiveness with sanitized, #NGO-friendly language that avoids real social change and challenge. To be serious about building an alternative, we need to rethink how we communicate—not just what we say, but how we say it.
An example that I have been developing for the last ten years is the #OMN (Open Media Network) hashtag story—a practical first project rooted in direct action, radical media, and bottom-up organizing. It’s a #KISS path away from corporate-controlled narratives and into messy, human, and effective grassroots activist communication. A useful path if people take it.
The problem is that people take the easy path, with #mainstreaming language, NGO-driven activism and #traditionalmedia which has the easy to see flaw, it seeks acceptance rather than transformation. This easy path blunts most radical movements, it dilutes the message, #mainstreaming turns radical ideas into soft, palatable soundbites. Instead of speaking clearly about power, control, and oppression, it replaces them with vague, feel-good language designed for funding applications and powerless media appearances.
Example: Instead of saying, “Capitalism is a #deathcult destroying the planet,” we get, “We need sustainable economic growth and green investments.”.
The result? The useful core critique is lost. The uncomfortable causes of oppression are left untouched. It shifts focus to liberal activism that places way too much trust in institutions—governments, tech corporations, and NGOs—assuming that change can happen from within. Instead of building our own autonomous paths and networks, we waste time begging for reforms from the #mainstreaming that never come.
Example: Instead of rebuilding grassroots media, activists push for more regulations on social media companies—keeping power centralized rather than challenging the #dotcons path itself.
The result? Big tech controls everything, and alternative voices are algorithmically pushed to the margins. Yes, this avoids direct conflict and struggle, real social change is messy, requires taking risks, building new paths, and confronting power. #Mainstreaming, on the other hand, prefers safe conversations and endless dialogue over real action.
Example: Instead of fighting for community-controlled spaces, NGOs organize panels and workshops on “inclusion”—without actually shifting power.
The result? It is that we #blindly talk while the same power structures remain intact.
The #OMN path for communication is about real change. For this to become real, we need to escape the #NGO liberal mess, to reclaim radical communication. A step to this is speaking in clear, direct language:
Say this: “The internet is controlled by #dotcons—giant corporations profiting from our data and attention. We need to take back control.” or “The #deathcult of neoliberalism is driving us to #climatedisaster.” and “#NothingNew: Stop wasting time chasing tech hype—fix what already works.”
Language should be sharp, memorable, and rooted in activist everyday experience.
But this is not only about talking, building alternative structures, not just critiquing the system is needed. Talking is not enough. We need to build. The #OMN project is about creating a working alternative to corporate-controlled media through grassroots, federated networks.
- Instead of: Complaining about Facebook’s censorship, build: A network of ActivityPub-powered, self-hosted media hubs that can’t be shut down.
- Instead of: Asking Twitter to fact-check misinformation, build: A trust-based network of independent journalists and aggregators.
The Fediverse and #OMN are already moving in this direction. We #KISS need to push harder.
Recognizing that change comes from conflict and challenge, social movements succeed when they agitate. That means, calling out, and pushing out, power structures instead of begging them to change. Defending radical voices instead of silencing them to fit liberal narratives. Using technology as a tool for liberation, not just self reflecting convenience.
The biggest lie of #mainstreaming is that change happens by playing nice. History tells a different story: The labour movement won rights through strikes and resistance. The civil rights movement succeeded because of direct action, not just speeches. Open-source software survived because of forks, fights, and refusal to comply. If we want a free and open internet, we need to fight for it.
If you want to join this fight the #OMN is a practical vision of a radical media network for the future, decentralization, breaking free from corporate control, autonomy by creating trust-based networks instead of top-down paths and action over talk, by building real alternatives, not just complaining about problems.
This is a path to escape the bland, corporate-friendly language of the liberal web, we need to make it “common sense” that we need to reclaim radical, direct, and effective communication.
You can get involved by joining the Fediverse (#Mastodon, #PeerTube, #Pixelfed etc). If you have resources or skill, then support and develop the #OMN. Then help build #OMN-powered media hubs. Spread the #4opens principles. Push back against the #NGO takeover of this #openweb reboot.
It’s past time to take back control of our narratives, our media, and our future.
Discover more from Hamish Campbell
Subscribe to get the latest posts sent to your email.
