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Does	Online	Activism	
Work?
By:	Sidney	Miao
Photo	by:	Allison	Jung
Although	limiting	at	times,	
online	activism	can	create	real	
social	change	if	plighted	
correctly	and	combined	with	
other	initiatives.	
Photo	by:	Harmony	Crawford
Objectives
1. What	is	online	activism?
2. Why	it’s	beneficial	with	
success	stories
3. Why	it’s	not	beneficial	with	
failed	attempts
4. Tips	for	clicktivism	
Photo	by:	Marina	Vitale
Part	1:	What	is	Online	Activism?
Online	Activism,	also	known	
as	social	media	activism,	
clicktivism	or	slacktivism,	is	
“the	use	of	digital	media	for	
facilitating	social	change	and	
activism.”9
Photo	by:	Bobo	Stewart
Part	2:	Why	Online	Activism	Works
Photo	by:	Amy	Serfs
Analyzing	the	benefits	and	successes	of	clicktivism
Easily	Digestible
In	a	world	of	over	exposure	and	shorter	
attention	spans,2,5 clicktivism	is	an	effective	
method	to	engage	the	masses	with	short	
bursts	of	information	that	is	easily	
digestible.3
By:	Mohammed	Raj
Wide	Reach
With	2.2	billion	active	users	on	
social	media,11 clicktivism	has	the	
breadth	to	be	able	to	raise	
international	awareness	for	causes	
on	an	unprecedented	scale.7
Photo	by:	Aria	Kissinger
Exposure	
The	goal	of	clicktivism	isn’t	to	solve	problems;	it’s	to	bring	awareness	to	
a	cause	that	we	otherwise	wouldn’t	know	about.	Clicktivism	gives	
organizations	the	opportunity	for	the	sharing	of	ideas	that	add	to	the	
common	goal.9
Photo	by:	Elsa	Randojic
Success	Story:	
ALS	Ice	Bucket	
Challenge
The	Ice	Bucket	
Challenge	benefiting	
ALS	research,	went	
viral	in	2014	and	
received	worldwide	
attention.	The	social	
media	campaign	
challenged	people	to	
either	dump	a	bucket	
of	ice	water	on	
themselves,	or	donate	
$100.10 Photo	by:	Anthony	Quintano
Outcomes
• Celebrity	involvement	including	Bill	
Gates,	Martha	Stewart	and	Justin	
Timberlake	all	participating.10
• $15.6	million	was	raised	from	July	29	
to	August	18,	with	$8	million	raised	
between	August	14	and	18	alone
(2014).9
• ALS	saw	an	800	percent	increase	
compared	to	previous	year	donations.9
• Research	funded	by	donations	has	
identified	new	gene	associated	with	
disease.12
Photo	by:	Attica	James
Why	Online	Activism	Doesn’t	Work
Analyzing	the	drawbacks	and	limitations	to	clicktivism
Photo	by:	Donobane Mahn
Ultimately	Inadequate
Clicktivism	may	be	“inadequate	and	
may	even	harm	the	social	and	
political	causes	people	are	
attempting	to	support	by	conferring	
a	false	sense	of	accomplishment	
that	forestalls	more	effective	
engagement.”6
Photo	by:	Zhenchin Ma
No	Lasting	Change
Clicktivism	has	no	
lasting	impact.	Due	
to	people’s	‘gold	
fish’	attention	
spans,	campaigns	
that	dominate	social	
media	are	usually	
quickly	forgotten	
and	replaced	by	
new	viral	causes.7
Photo	by:	Paul	Goselin
Lack	of	Control	
Clicktivism	is	subject	to	
“spamming,	unintended	usage	
and	intentional	spread	of	false	
information,”	all	diluting	the	
efficacy	and	reliability	of	the	
message.2
Photo	by:	Cristian	Cammero
Failed	Attempt:	Invisible	
Children’s	#KONY2012
#KONY2012	was	a	viral	video	
by	Invisible	Children	that	
started	a	social	media	
campaign,	with	the	purpose	
of	stopping	Joseph	Kony,	
guilty	of	using	child	soldiers	
in	Africa.2
Photo	by:	Kenneth	Harrs
Outcomes
• The	video	went	viral	
and	garnered	120	
million	views	in	five	
days.8
• $32	million	was	
raised	for	the	Invisible	
Children.8
• Joseph	Kony has	still	
not	been	found.4
• LRA,	Kony’s army	of	
child	soldier	are	still	
active	in	Africa.4
Photo	by:	Sosha Akela
Tips	for	a	Successful	Clicktivism	Campaign
Photo	by:	Nina	Lucabella
1.	“Online	activism	must	be	backed	with	
real-world	activism	— letters	to	
government	officials,	advocacy	meetings,	
public	demonstrations.”7
Photo	by:	Kika Dobrev
2.	A	meaningful,	focused	and	precise	
message	needs	to	be	created	in	order	to	
receive	positive	reactions.2
Photo	by:	Jija Omar
3.	Transparency	is	important	with	clicktivism	
campaigns	to	ensure	supporter’s	trust.	It’s	
important	for	the	organization	to	monitor	and	
manage	social	media	to	prevent	spam.2
Photo	by:	Jinshu Huang
In	conclusion,	clicktivism	
campaigns	are	effective	but	
unsustainable.	Online	activism	
must	be	combined	with	offline	
actions	to	create	effective	
results.	
Photo	by:	Marlo Rosart
Citations
1. Anderssen,	Erin.	"CRUSHED." The	Globe	and	Mail,	Mar	29,	2014,	Canadian	Major	Dailies,	https://search-proquest-
com.proxy.queensu.ca/docview/1511086003?accountid=6180.	Accessed	02	June	2017.
2. Bresciani,	Sabrina,	and	Andreas	Schmeil.	“Social	media	platforms	for	social	good.”	Digital	Ecosystems	Technologies,	IEEE	Explore	Digital	Library,	2	July	2012,	
ieeexplore.ieee.org.proxy.queensu.ca/document/6227944.	Accessed	2	June	2017.	
3. Butler,	Mary.	Clicktivism,	slacktivism,	or	'Real'	activism.	Utoronto,	2011,	
www.google.ca/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0ahUKEwj1sJjh5J_UAhVm5YMKHfMUBUwQFggkMAA&url=http%3A%2F%2Findividual
.utoronto.ca%2Fchristine%2Fsources%2Fclicktivism.pdf&usg=AFQjCNExM99m-mUV3QZXCg91S4jd4-PhvQ&sig2=O61gnGrfDsbV0p9j45lf_A.	Accessed	2	June	2017.	
4. Curtis,	Polly.	“Has	Kony 2012	changed	anything?”	The	Guardian,	Guardian	News	and	Media,	16	Apr.	2012,	www.theguardian.com/politics/reality-check-with-polly-
curtis/2012/apr/16/has-kony-2012-changed-anything.	Accessed	2	June	2017.	
5. Fung,	Brain.	“Why	you	shouldn’t	confuse	‘nomophobia’	with	an	actual	addiction	to	smartphones.”	Washingtonpost.com,	19	May	2015.	Academic	Onefile,
go.galegroup.co.proxy.queensu.ca/ps/i_do?p=AONE&sw=w&u=queensulaw&v=2.1&it=r&id=GALE%7CA414254903&asid=a46cf1a762.	Acessed 2	June	2017.
6. Jenkins,	Henry,	et	al. Spreadable	media:	creating	value	and	meaning	in	a	networked	culture.	New	York,	New	York	University	Press,	2013.
7. Kielburger,	Marc,	and	Craig	Kielburger.	“Global	Voices:	'Liking'	must	be	followed	up	with	real-World	action.”	Times	Colonist,	12	Apr.	2015,	
www.timescolonist.com/life/global-voices-liking-must-be-followed-up-with-real-world-action-1.1820728.	Accessed	2	June	2017.	
8. Sanders,	Sam.	“The	'Kony 2012'	Effect:	Recovering	From	A	Viral	Sensation.”	NPR,	NPR,	14	June	2014,	www.npr.org/2014/06/14/321853244/the-kony-2012-effect-
recovering-from-a-viral-sensation.	Accessed	2	June	2017.	
9. Sharma,	Ritu.	Stop	Pouring	Ice	on	Clicktivism.	20	Aug.	2014,	www.huffingtonpost.com/ritusharma/stop-pouring-ice-on-click_b_5692555.html.	Accessed	2	June	2017.	
10. Sifferlin,	Alexandra.	“ALS	Ice	Bucket	Challenge:	How	it	Started.”	Time,	Time,	18	Aug.	2014,	time.com/3136507/als-ice-bucket-challenge-started/.	Accessed	2	June	2017.	
11. “Number	of	social	media	users	worldwide	2010-2020.” Statista,	www.statista.com/statistics/278414/number-of-worldwide-social-networkusers.	Accessed	2	June	2017.
12. Woolf,	Nicky.	“Remember	the	ice	bucket	challenge?	It	just	funded	an	ALS	breakthrough.”	The	Guardian,	Guardian	News	and	Media,	26	July	2016,	
www.theguardian.com/society/2016/jul/26/ice-bucket-challenge-als-charity-gene-discovery.	Accessed	2	June	2017.

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Does Online Activism Work?