THE “COOL” FACTOR OFCLICKTIVISM

By Michael Kirreh for FILM260

PhotoCredit:MichaelKirreh.2016.Clicktivism.

With easier access to information online, internet users are becoming more aware of global problems. The result?

Clicktivism: The use of digital communication technologies in

support of worthy causes. (1)

Photocredit:CCbyFrederico Cintra.ControlIsAnOptionToCommand.2008.ViaFlickr.Modified.

According to Pew Research,

of young adults, and

of teens use social media.

90%(2)

76%It is no surprise that social media has become the medium of choice for digital activism. Photocredit:CCbymagicatwork.Social

Media.2014.ViaFlickr.Modified.

(3)

Social media has become a powerful, if not essential, tool for connecting causes with those who might supportthem.

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Photocredit:CCbyJasonHowie.InstagramandotherSocialMediaApps.2012.ViaFlickr.Modified.

“”

- Craig and Marc Kielburger. CNEWS.

In a media economy, people have become

seduced by distraction.

(5)

Photocredit:CCbyCameronNorman.TabletWorld.2013.ViaFlickr.Modified.

Attention is now so highly coveted that software companies, app developers, and scientists are studying how to capture it.

So what gets people to care?

The hashtag has become a clicktivism staple. Hashtags give visibility to causes, can attract attention, and assemble the masses. High numbers of hashtag mentions indicate greater attention to a movement. (6) #Photocredit:CCbyBrownose.NewAppleKeyboard(SideView).2007.

ViaFlickr.Modified.

When attempting to create awareness through hashtags, RituSharma writes,

The reality is, 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. (7)

Photocredit:CCbyWendyCope.Illuminated.2012.ViaFlickr.Modified.

“”

The ALS #icebucketchallenge is one of the few examples of viral hashtags that created a global explosion in awareness among social media platforms. The overexposure of the

hashtag eventually raised the ALS association $15.6 million from July 29 to August 18 in 2014. This was over

800% of what was raised during that same time period in the previous year. Photocredit:CCbyTaraSchmidt.Ice.2014.ViaFlickr.Modified.

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The Benefits of Social Media Activism:

1. 2. 3.

It organizes community activism.

It empowers citizens.

Allows for coordination in emergency situations.

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(8)

The real power of social media is that it may be used by any person or group aiming for a common goal.

Its accessibility is what drives change.

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(6)

Individuals with disabilities, caretakers, or busy parents are given the opportunity join causes, express their opinions and have a chance to let their voices be heard.

Social technology has the ability to create a ripple effect.

When an idea or a concept has reached a tipping point, it has the ability to spread very quickly in a chain reaction. Like a ripple, small actions can create a disproportionate effect compared to the original resource.

Hence the phrase “going viral”.

(8)

Photocredit:CCbyTimGreen.Ripples.2008.ViaFlickr.Modified.

Clicktivism has increased in popularity amongst social media users as a bid to fit in. People are using the causes they care about in order to showcase their personalities online and create positive digital footprints.

Photocredit:CCbyr.nial bradshaw.15-02-21-texting-text-smartphone-hands.jpg 2015.ViaFlickr.Modified.

Millennials care about what others think. When we make decisions, especially good ones – like making a contribution to a cause – we want our friends and family, and our entire social media network, to know about it.

- Kadi McDonald

“”

(9)

Photocredit:CCbyDeclanTM.AppleKeyboard.2008.ViaFlickr.Modified.

In a study by Cone Communications, it was found that 71% of millennials go on social media in order to discuss causes they care about and 80% are more likely to donate to causes online. (10)

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Causes.com, a website dedicated to digital activism, has been instated to encourage online users to “build your profile and show the world what you care about.”

Change.org’s Facebook sign in makes it easy for anyone with an account to share petitions and showcase the causes they care about to people in their friend list.

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Digital engagement around social and environmental issues allows everyone to be an activist, a philanthropist, and a hero. The challenge for organizations is to convert that click of a button into a powerful gateway for deeper impact.

- Alison DaSilva, Executive Vice President, Cone Communications

“

”(10)

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Tumblr has also become a popular platform for activism with 64% of users saying they care about social causes and look into them on Tumblr.

The ability for Tumblr users to reblog posts, try on online personas, and find others who share similar interests is what makes it such a powerful platform for digital activism.

Photocredit:Tumblr.com

(12)

A lot of millennials have been discouraged for a long time. Now, with social media, they feel empowered, like people are hearing their voice. And Tumblr is a great platform for all types of media.- Zellie Thomas, Creator of Black Culture Tumblr blog.

“” (12)

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However, the rise of digital activism has also led to a rise of the social justice warriors – a term to describe those who engage in disingenuous social arguments or activism in order to raise their personal reputation.

As a result, the meanings behind social and political movements are lost.

The novelty of online activism wears off, millions of formerly socially engaged individuals who trusted digital organizations - are coming away believing in the impotence of all forms of activism.

“”

-Mica White, The Guardian

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In an information economy, we are always on the brink of digital overload. New hashtags are trending daily and people’s priorities change as fast as topics stop trending.

Do people stop caring as soon as it stops being cool to pour ice over

your head? Photocredit:CCbyKarlis Dambrans.Macbook Pro15Retina.2013.ViaFlickr.Modified.

Social media activism is useless if it doesn’t create awareness that leads to action off the internet. - Sabina Khan Ibarra

“”

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One thing is for sure,

Action is what gives clicktivism its “cool” factor.

(1) Stern, M., (2014, March 31). In Praise of Clicktivism. The Huffington Post. Retrieved from http://www.huffingtonpost.com/caryl-m-stern/in-praise-of-clicktivism_b_6978314.html(2) Pew Research Center, (2015, October 8). Social Media Usage: 2005-2015. Pew Research Center. Retrieved from http://www.pewinternet.org/2015/10/08/social-networking-usage-2005-2015/

(3) Lenhart, A., (2015, August 6). Chapter 4: Social Media and Friendships. Pew Research Center. Retrieved from http://www.pewinternet.org/2015/08/06/chapter-4-social-media-and-friendships/

(4) Kielberger, C., and Kielberger, M., (2015, April 10). A click is not enough to have an impact on the world. Canoe News. Retrieved from http://cnews.canoe.com/CNEWS/World/2015/04/10/22337541.html

(5) Anderssen, E., (2014, March 29). Digital overload: how we are seduced by distraction. The Globe and Mail. Retrieved from http://www.theglobeandmail.com.proxy.queensu.ca/life/relationships/digital-overload-how-we-are-seduced-by-distraction/article17725778/?page=all

Works Cited:

(6) Khan-Ibarra, S., (2014, November 13). The Case For Social Media and Hashtag Activism. The Huffington Post. Retrieved from http://www.huffingtonpost.com/sabina-khanibarra/the-case-for-social-media_b_6149974.html

(7)Sharma, R., (2014, August 20). Stop Pouring Ice on Clicktivism. The Huffington Post. Retrieved from http://www.huffingtonpost.com/ritusharma/stop-pouring-ice-on-click_b_5692555.html

(8) Bresciani, S., and Schmeil, A., (2012). Social Media Platforms for Social Good. IEE International Conference on Digital Ecosystems and Technologies (DEST). ChaMpioned’Italia, 2012:1-6. Retrieved from http://ieeexplore.ieee.org.proxy.queensu.ca/stamp/stamp.jsp?tp=&arnumber=6227944&tag=1

(9) McDonald, K., (2014, February 18). Cuase Marketing and Millenials. Third Sector Today. Retrieved from http://thirdsectortoday.com/2014/02/18/cause-marketing-and-millennials/

Works Cited:

(10) Cone Communications, Inc., (2014, November 12). Six-in-10 Americans Believe Social Media is an Effective Form of Activism, According to New Cone Communications Research. Cone Communications, Inc. Retrieved from http://www.prnewswire.com/news-releases/six-in-10-americans-believe-social-media-is-an-effective-form-of-activism-according-to-new-cone-communications-research-282415441.html

(11) Causes.com, (2016). Homepage. Causes.com. Retrieved from https://www.causes.com/

(12) Safronova, V., (2014, December 19). Millenials and the Age of Tumblr Activism. The New York Times. Retrieved from http://www.nytimes.com/2014/12/21/style/millennials-and-the-age-of-tumblr-activism.html

(13) Wikipedia., (2016). Social Justice Warrior. Wikipedia. Retrieved from https://en.wikipedia.org/wiki/Social_justice_warrior

(14) White, M., (2012, August 12). Clicktivism is ruining leftist activism. The Guardian. Retrieved from http://www.theguardian.com/commentisfree/2010/aug/12/clicktivism-ruining-leftist-activism

Works Cited: