Memejacking, culturejacking, and newsjacking tactics siphon off attention from wildly popular memes to their causes, with varying degrees of success. Groups like the Harry Potter Alliance leverage their members’ fandom of popular fictional works, but also leverage huge media events like Hollywood film premieres to divert some attention towards their issues. Political organizers have long worked to prepare for and ride waves of attention as they come up in the news cycle.
Stories that have already received enormous attention in the mass media have proven alluring targets for those seeking to parlay this attention towards other topics. Stempeck, et al.’s analysis of the Trayvon Martin story found a variety of political actors attempted to capture some of the professional media’s spotlight by tying their work to the Martin story dominating headlines.