My take is a little different. If anything, I think activists are already excessively focused on the media. People often judge the success of a demonstration primarily on how much media coverage it receives, rather than seeing demonstrations as a place to gain confidence, meet people and groups, and build the core of a long-term movement. This is not to downplay the importance of media smarts and creativity, but simply to say that history teaches that effective social movements involve sustained and lasting organization at their heart, and that there is no shortcut around this.
Oh Yes They Did! – artnet Magazine