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January/february 2011 essay the political power of social media technology, the public sphere, and political change clay shirky clay shirky is professor of new media at new york university and the author of cognitive surplus: creativity. The power of social media is hard to dismiss what once seemed like a trivial way to keep in touch with friends, sharing photos and jokes, has become a force for societal change, shining light on subjects previously unknown, deepening conversations and empowering citizens of the world to unite and effect change in a number of ways. The ama journal reader, selections from journal of marketing, july 2014, topic: social media. Essay on the power of the internet and social media 2525 words | 11 pages contemporary social movements such as arab spring and kony 2012 use the internet and social media as potential tools towards change.