This document discusses clicktivism and online activism. It notes that while clicktivism can raise awareness of issues, exposure on multiple platforms over time is needed to motivate action. The ALS Ice Bucket Challenge is cited as an example of an effective clicktivist campaign that raised $115 million, but many participants were more interested in the viral trend than the cause. The document concludes that to maintain long-term support, organizations need to combine clicktivism with more traditional activism.

1. #CLICKTIVISM
BRIDGING THE EMOTIONAL GAP TO ONLINE GIVING
By: Charlotte Schwass 10181301
FILM260
Friday, June 3rd, 2016
Image Source: Unsplash By: Thom

2. Image Source: Unsplash By: Benjamin Child

3. 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

4. “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

5. 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)

6. “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)
Image Source: Unsplash By: Tatiana Nino

7. “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)
Image Source: Unsplash By: Fabian Blank

8. 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

9. “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

10. Image Source: Unsplash By: Julian Fernandes
“Social media makes it all too easy to
appear engaged in important issues without
taking any real action.” (7)

11. 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)

12. 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)

13. 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 forALS
went up a ridiculous
amount, from around
500 to 68,000 in August.
And then it went right
back down.” (8)

14. Image Source: Unsplash By: Seth Schwiet
“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)

15. “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)
Image Source: Unsplash By: Kevin Curtis

16. 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)
Image Source: Unsplash By: Alejandro Escamilla

17. Image Source: Unsplash By: Lauren Mancke

18. So How ShouldWe Get Involved?
Image Source: Unsplash By: Bruno Gomiero

19. 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

20. 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

21. 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

22. Image Source: Unsplash By: Thom
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)

23. 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 HurtActivism?:The Effects of Moral Balancing and Consistency in OnlineActivism." 27 Apr. 2013.Web.
• 5.Turkle, Sherry."The Documented Life." NewYorkTimes 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=64ed7fd1666adff5f62d1
e8fab1a0ca
• 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>.