National tragedies: Then and now
The digital age brings everything closer to home, and social media eliminates the effect of physical distance on empathy. When national tragedies strike, our Facebook and Twitter feeds are instantly filled with both media and personal stories recounting the tragedy, as even remote connections to acquaintances are brought into focus with our sharing-centric culture.
Image 1: Zach Eastman tweeted after the Aurora shooting, providing an inside view to 700 followers
In the past, most people reading or hearing about tragedies on the news or radio had a degree of separation from the events. This separation allowed them to sympathize with the victims, but made it harder to empathize with someone so far away. Today, this instant snapshot of the event creates a raw, unfiltered, heartbreaking image of tragedies. Hardships feel more "real" when your Facebook connections express knowing and loving the victims. While this influx of personal connections creates an empathetic emotional experience, it also opens the door to immense community support for those affected by tragedy.
Aurora shooting
The most recent mass shooting on July 20th in Aurora, Colorado left 12 dead and 58 injured at the midnight premier of Batman: The Dark Knight Rises. This horrible event immediately went both nation-wide and global, as president Obama visited the victims and world leaders from Britain, France, and Israel sent condolences. The community support for the Aurora victims probably had a stronger effect than politically expressed sympathy, and this support was amplified by social media.
Community outreach to the victims: Emotional Support
While it will never restore the lives taken or shattered by James Holmes, the Internet and social media have allowed individuals to play a role in the wake of the shooting. A Huffington Post story detailing the heroic antics of three men who died protecting their girlfriends was shared on Facebook and Twitter over 10,000 times, reaching countless personal networks and ensuring that these men will be remembered for their sacrifice. That story represents one of humanizing the Aurora victims, and social media has allowed tens of thousands of people to openly express support and sympathy for victims and their families, providing well-wishes at a much-needed time.
Image 2: Social media has allowed strangers to express support for victims and their families
This community outreach extends beyond emotional support and into financial help, with official and unofficial fundraisers springing up to raise money for those affected by the shooting. At least 18 all-encompassing fundraisers and nine individual fundraisers are helping Aurora victims and their families pay for medical bills, funerals, and living expenses.
Social media is again playing a key role in spreading awareness for these campaigns, giving individuals like Michael West the power to initiate a fundraiser for his best friend and Aurora shooting victim, Caleb Medley. Through an emotionally charged and vulnerable appeal on Reddit.com, Michael has raised $380K thus far to help cover Caleb's medical expenses as he continues on his road to recovery.
Image 3: Michael West appealed to the Reddit.com community and raised $380k for an Aurora victim
Michael did not have any special fundraising power, but he understood how to leverage social media to turn a horrible event like the Aurora shooting into an opportunity for people to actively help save a life.
Hans Zimmer fundraiser
Another heartening story comes from WaterTower Music and Hans Zimmer, film composer for the Dark Knight Trilogy. Using his fame as a composer and his direct connection to the trilogy, Zimmer composed a solo piece dedicated to the Aurora victims, with all proceeds going to the Aurora Victim Relief organization. Thus far, the haunting piece, which was promoted using Zimmer's Facebook, has raised money from 8,000 donors, showcasing again the power of social media in reaching and moving a large audience. Zimmer's composition, titled "Aurora", can be found either in the iTunes music store or through a Moontoast-powered WaterTower website.
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National tragedies like the Aurora shooting shake us all, and we're grateful that to be able to contribute to bettering the lives so brutally affected by this incident. Please consider downloading the Hans Zimmer single, Aurora, for whatever price you decide is fair.