Clicktivism, or online activism through social media, has greatly influenced how organizations generate awareness for causes. While clicktivism allows easy participation, critics argue it satisfies the urge to respond without requiring real action. However, supporters note that awareness is important, and it may take multiple exposures online to motivate action. Effective clicktivism should be backed by offline activism like petitions, meetings with officials, and demonstrations. Examples like the ALS Ice Bucket Challenge show clicktivism can be highly successful in raising awareness and funds when combined with real-world action.

1. Clicktivism: Helping or
Harming Social
Activism?
By: Viana
Lam
Photo Source: Viktor Hanacek https://picjumbo.com/black-styled-office-from-above/

2. Historically, activism occurred
offline at selected geographic
locations and was mainly promoted
through word-of-mouth &
political demonstrations (Mn
Activist).
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imageId=8178112&searchId=68f340748fb4af637e532822249c8a85&npos=17

3. Today, the rapid increase in
technology and social media
usage has greatly influenced the
way organizations broadcast
information and generate
awareness for social and
political causes (Bresciani &
Schmeil).
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4. Nowadays, 85% of our
smartphone usage time is spent
on apps, mainly for e-commerce
and social media purposes
(Matrix).
-

5. On average, Americans check social media 17 times,
accumulating to 4.7 hours per day. (Chang).
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https://freeimages.red/photo/mobile-night-driving-car-12939.html

6. 64% ‘liked’ or followed an
organization on social media and
would be more inclined to show
support in other ways by volunteering
or donating (Kielburger).
Photo Source: Flickr: Daniel Thornton - Volunteering ht
flickr.com/photos/danielthornton

7. 70% used digital media to learn about lifestyle changes they can make to
create positive social/environmental changes, but only 25% implemented
them (Kielburger).
Photo Source: Flickr - Greg Westfall
https://www.flickr.com/photos/imagesbywestfall/4823867039/sizes/l/in/set-72157624573

8. “Critics argue that getting involved
in a charity through, say,
Facebook or Twitter merely
creates an impression of
support. They say that social
media makes it all too easy to
appear engaged in important
issues without taking any real
action” (Stern).
Photo Source: Flickr - Pedro Simoes https://www.flickr.com/photos/pedrosimoes7/4464838555/sizes/l/in/set-72157632576767529/

9. Critics point out that clicktivism
satisfies the urge to respond to
an issue. Therefore, the eagerness
to take further action is reduced
(Borgen Project).
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http://www.everystockphoto.com/photo.php?
imageId=2450511&searchId=90f4cd6727a6c47bf026bfbb697431ab&npos=6

10. - “Despite the oft-repeated claim that
awareness does nothing, it almost always
does something -- something small,
perhaps, but something measurable.” --
Caitlin Dewey (Wolff-Mann).
Photo Source: Flickr - Emery Co. Photo
https://www.flickr.com/photos/emerycophoto/5106590398/sizes/l/in/set-72157625096278733/

11. “Overexposure is necessary in the day and age of constant
information. It takes 7 to 8 exposures, on average, to motivate
someone to take action” (Wolff-Mann).
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http://www.alegriphotos.com/Sightseeing_telescope-lphoto-03b8469b2a3502a1fac1b71dbcc96984.html

12. Representatives of petition websites, Avaaz and Change.org said,
“In order for online activism to be effective, it must be backed
with real world activism, which includes: letters to government
officials, advocacy meetings, and public demonstrations”
(Kielburger).
Photo Source: PickUpImage - Balitimore City Hall
https://freeimages.red/photo/baltimore-city-hall-10128.html

13. In 2014, more than 17 million people
participated in the Amyotrophic Lateral
Sclerosis (ALS) Ice Bucket Challenge to
generate awareness and encourage
donations (ALS Association).
Photo Source: Flickr - Anthony Quintano
https://www.flickr.com/photos/quintanomedia/14848289439/in/photostream/

14. ALS raised $23.5 million in 2013 and
raised $115 million in 2014 thanks to
the Ice Bucket Challenge (Wolff-Mann).
Photo Source: Petr Kratochvil
https://freeimages.red/photo/coin-graph-9796.html

15. “Clicktivism is an important communication tool the whole world
uses and it’s bringing information, people and money
together. It is doing it more effectively than it has ever done
before.”
-- Emma Ruby-Sachs, Campaign Director of Avaaz (Al Jazeera).
Photo Source: Public Domain Pictures
https://freeimages.red/photo/hands-holding-jigsaw-12747.html

16. "Sometimes you get an individual who is ready
to take action if given the opportunity to move
with the backing of public opinion."
-- Emma Ruby-Sachs (Solon).
Photo source: Unsplash
https://freeimages.red/photo/street-marathon-12805.html

17. “ Online petitions and social media are
an incredibly effective way to drive
human movement and affect
global communities. Suddenly one
person can mobilise millions in a joint
effort.”
-- Richard Branson (Branson).
Photo Source: LEEROY.ca
https://freeimages.red/photo/laptop-desktop-office-coffee-8757.html

18. In 2015, the online petition site,
Change.org, reached 100 million
participants after launching in
2008 (Russell).
Photo Source: Globe stand on the table
https://freeimages.red/photo/globe-stand-on-the-table-12106.html

19. Campaigning is about taking people on a journey, engaging them
in conversation and making them think about what they're doing.
-- Brie Lowery
Photo Source: Unsplash - People
https://freeimages.red/photo/concert-music-11725.html

20. Many critics will challenge the effectiveness of social networking in
regards to creating time and monetary commitments. However,
clicktivism promotes online campaigns and constructs awareness
and starts conversations; ultimately leading us in the right
direction.
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https://freeimages.red/photo/footpath-pathway-rural-9056.html

21. Academic References
AlJazeeraEnglish. "Is 'clicktivism' Destroying Meaningful Social Activism?" YouTube. YouTube, 13 Mar. 2012. Web. 04 June 2016.
"ALS Ice Bucket Challenge - FAQ." ALSA.org. N.p., n.d. Web. 02 June 2016.
Branson, Richard. "The Power of Petitions to Drive Change." Virgin. N.p., 08 Dec. 2014. Web. 03 June 2016.
Chang, Lulu. "Americans Spend an Alarming Amount of Time Checking Social Media on Their Phones." Digital Trends. N.p., 13 June 2015. Web. 01
June 2016.
Hirt, Sydney. "Online Activism: From Clicktivism to Activism." Meco6936. Wordpress, 29 May 2015. Web. 04 June 2016.
Lowery, Brie. "Small Online Petitions Can Effect Change." The Guardian. Guardian News and Media, 12 Apr. 2013. Web. 03 June 2016.
"MN ACTIVIST: How to Effectively Promote an Event." MN ACTIVIST: How to Effectively Promote an Event. N.p., n.d. Web. 02 June 2016.
Solon, Olivia. "Avaaz Counters Accusations of Clicktivism and Takes on the Lion Bone Trade." WIRED UK: Animals. Wired, 17 June 2013. Web. 04
June 2016.
Wolff-Mann, Ethan. "What Happened to the Money Raised From the Ice Bucket Challenge." Time. Time, 21 Aug. 2015. Web. 02 June 2016.

22. Academic References continued
Bresciani, Sabrina. “Social Media Platforms for Social Good.” International Conference on Digital Ecosystems and Technologies (DEST). N.d. Web.
03 June 2016.
Kielburger. "A Click Is Not Enough to Have Impact on World." Canoe.com. N.p., 10 Apr. 2015. Web. 04 June 2016.
Russell, K. "Who Are Change.org's 100 Million Users?" RSS. N.p., n.d. Web. 04 June 2016.
Sharma, Ritu. "Stop Pouring Ice on Clicktivism." The Huffington Post. TheHuffingtonPost.com, 20 Aug. 2014. Web. 02 June 2016.
Stern, Caryl M. "In Praise of Clicktivism." The Huffington Post. TheHuffingtonPost.com, 31 Mar. 2015. Web. 05 June 2016.
"The Impact of "Clicktivism"" The Borgen Project RSS2. N.p., 27 June 2015. Web. 05 June 2016.