I stumbled recently across sociologist Gary Marx‘s documentation of tactics covertly used by external parties to hurt or help social/political movements .
Like for example the FBI attempts to discredit Martin Luther King Jr. by painting him as a womanizer. Or the CIA’s 1967 project Operation CHAOS, designed to monitor the student antiwar movement. Or the FBI’s attempts under COINTELPRO in the late sixties to undermine what it called “black nationalist hate groups” by inciting rivalries among them.
I’m kind of a categorization geek, so I liked Marx’s crisp table of the ways in which folks have aimed to covertly undermine the movements that they found threatening. By investigating and harassing participants, and discrediting leaders. Fomenting internal conflict: encouraging jealousy, suspicion, factionalism and personal animosity. Spreading damaging misinformation. Undermining morale and thwarting recruitment efforts. Undermining activities that generate revenue. Encouraging hostility between the movement and its potential allies and partners. Creating similar organizations that compete for resources and public mindshare. Sabotaging events and projects. And so forth.
Reading all this, I started thinking about Wikimedia, which is of course a sort of social movement. Our goal is to make information easily available for people everywhere around the world – free of commercialism, free of charge, free of bias. That’s a radical mission.
Given that, it’s interesting to look at how external entities have responded to Wikipedia’s extraordinary success – especially those who have reason (or think they might have reason) to feel threatened by it.
So for example, the media. Conventional media business models are crumbling, and media organizations are struggling to persuasively articulate their value proposition. Some see Wikipedia as a competitor. So it doesn’t surprise me that –with a fervour that can border on the obsessive– some media talk so relentlessly about why Wikipedia can’t succeed, and make predictions about how quickly, and in what manner, it will fail. Cultural and educational and PR organizations have less of a megaphone, but apart from that their initial responses have been pretty similar. 
None of that is surprising. What has surprised me though, is the other side of the balance sheet.
Marx posits a world in which detractors work against a social movement, and supporters work in favour of it.
At Wikimedia, we’ve had our share of detractors. But I’ve found myself more surprised by the other side — surprised that Wikimedia’s most articulate and passionate supporters –its core editors– don’t do more to promote its success.
Here are some of the things Marx says people can do to support social movements:
- Work to create a favourable public image for the movement
- Support participants and help recruit new participants
- Help with effective communications
- Support revenue-generating activities
- Build and sustain participant morale
- Build and support leaders
- Encourage internal solidarity: support kindness, understanding, generosity and a sense of common purpose
- Encourage external solidarity: support the development of common cause between the movement and its potential allies and partners
- Support movement events and projects.
I want to be clear: lots of Wikimedia editors (and other supporters) do this work. We have a communications committee which is sometimes remarkably effective. The Wikimedia network of international chapters is excellent at outreach work – particularly the German chapter, which pioneered the Wikipedia Academy concept, and lots of other initiatives. Editorial and movement leadership emerges almost entirely organically at Wikimedia, and I have seen it warmly and enthusiastically supported. And we have some really terrific editors working tirelessly to develop strategic partnerships with cultural and educational institutions. So there is lots of good work being done.
But even so: sometimes when I read our mailing lists, I laugh out loud at how Wikimedians can be our own worst enemies. We subject each other to relentless scrutiny — criticizing our own leaders and supporters and activities, monitoring, speculating, worrying, and poking and prodding each other. All, frequently, in public.
I’ve been trying to figure out why we’re like this. And I think there are two main contributing factors. One is, Wikipedians are engaged first and foremost in building an encyclopedia, and knowledge workers of the encyclopedia-writing type are famously fussy, fastidious, fact-obsessed and obsessive about neutrality. So it makes sense that neutrality is a value that extends to our communications about the Wikimedia projects. We don’t want to shill for anybody, including, LOL, ourselves.
Second though is the disease of paranoia, which seems unavoidable in social movements. Anybody who’s committed themselves to working to advance a cause, particularly voluntarily –and who has only very limited control over the rest of their social movement– is vulnerable to paranoia. It makes sense: you’ve worked incredibly hard for something you care about a lot, without any expectation of reward, so of course you worry that others could destroy what you’ve accomplished.
(Lawyer and writer Bill Eddy tossed off a fascinating aside in his book High-Conflict People in Legal Disputes – to the effect that groups often instinctively elevate the most paranoid among them into leadership positions. Essentially because although hyper-paranoid leaders may often mistake innocence for evil, it can at least be assumed that they will never do the reverse. As in Michael Shermer‘s TED talk: better a false positive, than a false negative that results in being eaten by a predator.) The upshot: social movements often exist in a kind of amplified state of vigilance, which is probably occasionally useful, but equally often just wasted effort, or carries with it an opportunity cost, or is just really destructive.
Personally, I would like to see the core Wikimedia community better support itself and its own success.
 From Gary Marx’s chapter “External Efforts to Damage or Facilitate Social Movements: Some Patterns, Explanations, Outcomes, and Complications,” in the book The Dynamics of Social Movements, edited by M. Zald and J. McCarthy, Winthrop Publishers, 1979.
 I should be careful to be clear here. First, Wikimedia’s got lots of supporters — and we’ve always had strong supporters in traditional media. I don’t want conventional media to see Wikipedia as a threat and I don’t think it is a threat: I think Wikipedia’s a useful complement, part of a balanced information diet. Second, everybody’s reaction to Wikipedia has gotten warmer over time, as Wikipedia’s earned credibility. But the original systemic pressures haven’t changed: they are still what they always were.