using twitter to talk back? #notbuyingit

Can twitter enable folks to talk back and resist sexist commercials?  The following tweet links to an article from Mother Jones that discusses how people watching the Superbowl tagged their tweets about the commercials with the hashtag, #notbuyingit. The hashtag was started by Miss Representation (check out their description of the project on their blog). You can check out an archive of some of the tweets, along with the commercials being tweeted about, in a storify created by Mother Jones. I really like how Mother Jones combines the commercial video with tweets about it; I can imagine some pretty cool class assignments that could use storify in this way! Feministing also discusses the hashtag. I wonder, do any of these sources link “talking back” with bell hooks? [implied answer: if not, they should]