shouldn't have to dress my best for you to see me as a human being. >> reporter: when black lives matter activists objected to the coverage of their movement by mainstream media -- >> looks like we've got a stash here of some amsterdam, new amsterdam citron vodka. >> reporter: they took control of their story. >> we were not pleased with the media, because somebody would be at home watching a channel. they would text or tweet someone and say this is the story that's being told about you. >> this is just an excuse to just go out there to rob and loot. >> and i know that's not true because i was just out there myself. >> there's police marching behind us. >> that's why social media was such an important tool for us because it allowed us to tell the truth unfiltered. >> why do you need me, white tv host from new york, to be the person that points a camera at your protesting? people got a lot more control over their own stories. and that's profound and