#CLICKTIVISM
BRIDGING THE EMOTIONAL GAP TO ONLINE GIVING
By: Charlotte Schwass 10181301
FILM260
Friday, June 3rd, 2016
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In order for clicktivism to be effective, exposure on numerous occasions and
platforms is essential.(2)
Image Source: From Flickr Creative Commons By: Rosaura Ochoa
“Overexposure is necessary in this day and age of constant information. It takes seven to eight exposures, on average, to
motivate someone to take action. So any help with awareness is a boon. “ (1) Image Source: Unsplash By: Thomas Lefebvre
Image Source: Unsplash By: freestocks.org
Examples of clicktivism could be
signing an online petition or joining a campaign group on a
social media website. (3)
“Supporters of online activism argue that social media can be used to reach a wider group of people by raising
awareness or knowledge. The simple actions invite people who may otherwise never take traditional civic actions to
partake in a collective action.” (4)
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“While online activism shares many similarities with traditional
civic actions, the cost of participation online is generally
much lower than traditional civic actions such as sit-ins, protests,
hosting a community meeting, or writing a letter to the
government.” (4)
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Many people believe there are negative consequences of clicktivism including
encouraging people to morally disengage from organizations, and other causes. (5)
Image Source: Unsplash By: Jonathan Pendleton
“A real danger of hashtag activism is that users misinterpret their simple online actions as enough to promote change… It’s true that awareness can equate to power, but there needs to be some way to go from awareness to action.” (6)
Image Source: Unsplash By: Sander Smeekes
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“Social media makes it all too easy to appear engaged in important issues without taking any real action.” (7)
Image Source: From Flickr Creative Commons By: Anthony Quintano
The ALS Ice Bucket Challenge was an example of where an organization benefitted greatly from clicktivism. A “break-the-internet phenomenon.” (8)
The challenge brought in a
staggering $115 million. (8)
Image Source: From Flickr Creative Commons By: Pat Quinn
“Various people raised concerns that participants were more caught up in the viral sensation than the cause, giving less money than a typical donor and
often without even knowing much about the disease.” (8)
They were considered “flash-in-the-pan donors.”(8)
The flipside to having such a creative initiative is that once the initiative stops trending, the falloff in support is much more dramatic than in traditional campaigns. (9)
Image Source: From Flickr Creative Commons By: Aaron Strout
“The searches for ALS went up a ridiculous amount, from around 500 to 68,000 in August. And then it went right back down.” (8)
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“Clicktivism won’t work in all cases…clicktivism is a tool and like any other tool you’ll get the greatest effect when you use it appropriately.” (9)
“Social media has become a powerful, if not
essential, tool for connecting causes with
those who might support them. But organizations and activists must learn that it’s not enough to
launch a hashtag or video meme and hope it goes
viral.“ (2)
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Firstly, you are not going to have higher levels of individual giving that you see
with traditional fundraising techniques, and secondly funding will become less and
less recurring. (10)
It is essential to be equally creative in the techniques to engage
and hold those supporters, or
ultimately it will damage your
organization. (10)
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So How Should We Get Involved?
Image Source: Unsplash By: Bruno Gomiero
1. “Keep the action simple (without simplifying the idea behind it). The ALS Ice Bucket Challenge had two options: donate or get doused. Make the campaign action easy to do, but be clear about why people are doing it.” (6)
Image Source: Unsplash By: Aliis Sinisalu
2. “Connect with real life campaigns. Provide resources for people who want to do more, whether it’s through a donation, a petition or a protest.” (6)
Image Source: Unsplash By: Damian Zaleski
3. “Understand your limitations. Be humble. Sharing a post is not the same as participating in a march. Be proud of your support, but be proud of the work others are doing, too.”(6)
Image Source: Unsplash By: Andrew Illarionov
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Conclusion
In order to have long-term support, organizations must rely both upon clicktivism, and traditional activism in order to not
only provide widespread attention, but as well ensure longevity of the support. (11)
WORKS CITED
• 1. Sharma, Ritu. "Stop Pouring Ice on Clicktivism." Web log post. Huffington Post. 20 Aug. 2014. Web. <http://www.huffingtonpost.com/ritusharma/stop-pouring-ice-on-click_b_5692555.html)>.
• 2. Kielburger, Craig, and Marc Kielburger. "A Click Is Not Enough to Have Impact on World." Web log post. Canoe. 10 Apr. 2015. Web. <http://cnews.canoe.com/CNEWS/World/2015/04/10/22337541.html>.
• 3. Biro, Colten. "Choosing Solidarity Over Slacktivism." Web log post. The Jesuit Post. 16 Mar. 2016. Web. <https://thejesuitpost.org/2016/03/choosing-solidarity-over-slacktivism/>.
• 4. Lee, Yu-Hao, and Gary Hsieh. "Does Slacktivism Hurt Activism?: The Effects of Moral Balancing and Consistency in Online Activism." 27 Apr. 2013. Web.
• 5. Turkle, Sherry. "The Documented Life." New York Times 16 Dec. 2013: A25(L). Academic OneFile. Web. 5 June 2016. http://go.galegroup.com.proxy.queensu.ca/ps/i.do?id=GALE%7CA352990428&v=2.1&u=queensulaw&it=r&p=AONE&sw=w&asid=64ed7fd1666adff5f62d1e8fab1a0ca
• 6. Baker, Hannah. "Activism or Slacktivism: Can Social Media Cause Social Change?" Web log post. Likeable Media. Web. <http://www.likeable.com/blog/2015/7/activism-or-slacktivism-can-social-media-cause-social-change>.
• 7. Stern, Caryl M. "In Praise of Clicktivism." Web log post. Huffington Post. 31 May 2015. Web. http://www.huffingtonpost.com/caryl-m-stern/in-praise-of-clicktivism_b_6978314.html.
• 8. Wolff-Mann, Ethan. "What Happened to the Money Raised From the Ice Bucket Challenge." Time. Time, 21 Aug. 2015. Web. 05 June 2016. http://time.com/money/4000583/ice-bucket-challenge-money-donations/.
• 9. Prosser, Nate. "‘Clicktivism Isn’t a Replacement for Boots-on-the-ground Activism – but It Does Work’." Web log post. The Journal.ie. 20 May 2012. Web. <http://www.thejournal.ie/clicktivism-isnt-a-replacement-for-boots-on-the-ground-activism-but-it-does-work-455486-May2012/>.
• 10. Howard, Emma. "How 'clicktivism' Has Changed the Face of Political Campaigns." The Guardian. 24 Sept. 2014. Web. http://www.theguardian.com/society/2014/sep/24/clicktivism-changed-political-campaigns-38-degrees-change.
• 11. Bresciani, Sabrina. "Social Media Platforms for Social Good." Web log post. Web. <http://ieeexplore.ieee.org.proxy.queensu.ca/stamp/stamp.jsp?tp=&arnumber=6227944>.