The document examines whether online activism, also known as clicktivism, is effective. It discusses how clicktivism can raise awareness through its wide reach on social media, but may lack lasting impact. The ALS Ice Bucket Challenge is presented as a successful example that raised millions and increased donations, while the Kony 2012 campaign failed to capture lasting change though it initially went viral. The document concludes that clicktivism is most effective when combined with real-world actions.

1. Does Online Activism
Work?
By: Sidney Miao
Photo by: Allison Jung

2. Although limiting at times,
online activism can create real
social change if plighted
correctly and combined with
other initiatives.
Photo by: Harmony Crawford

3. 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

4. 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

5. Part 2: Why Online Activism Works
Photo by: Amy Serfs
Analyzing the benefits and successes of clicktivism

6. 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

7. 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

8. 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

9. 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

10. 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

11. Why Online Activism Doesn’t Work
Analyzing the drawbacks and limitations to clicktivism
Photo by: Donobane Mahn

12. 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

13. 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

14. 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

15. 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

16. 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

17. Tips for a Successful Clicktivism Campaign
Photo by: Nina Lucabella

18. 1. “Online activism must be backed with
real-world activism — letters to
government officials, advocacy meetings,
public demonstrations.”7
Photo by: Kika Dobrev

19. 2. A meaningful, focused and precise
message needs to be created in order to
receive positive reactions.2
Photo by: Jija Omar

20. 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

21. In conclusion, clicktivism
campaigns are effective but
unsustainable. Online activism
must be combined with offline
actions to create effective
results.
Photo by: Marlo Rosart

22. 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.