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Slacktiv(narciss)ism
EXPLAINING THE WEAK
TIES OF SOCIAL MEDIA
ACTIVISM
Presented by Brendan Kennedy
QUEEN'S UNIVERSITY
Photo by Flickr
"A slacktivist is someone who
believes it is more important to be
seen to help than to actually help."
- Scott Gilmore, McLean's
SLACKTIVISM
(3)
Photo by Flickr
1.18 BAveraging 155 networked
connections each, "social media
platforms offer unprecedented
potential for individuals and groups to
collaborate toward initiatives for a
positive social impact."
Daily Active Facebook users
Photo by Flickr(10)
Photo by Flickr
THE "RIPPLE EFFECT"
Social media allows for the quick spread of information,
initiatives, and awareness. This information spreads at an
exponential rate.
(1)
THE PROBLEM
Is your contribution any deeper than a click?
Slacktivism allows Facebook users to
construct a "socially aware" image of
themselves while simultaneously chilling
 their participation in real-world activism. 
Photo by Flickr
(3)
WHY SLACTIVISM EXISTS
It's just too easy!
It takes no time at all
to publicly show your
"support" for a cause,
just one click away!
EASY
Don't worry, slacktivism
requires no real blood,
sweat, or tears.
LOW COMMITMENT
Slacktivism allows us
to easily create an
image of ourselves as
aware, intelligent, and
empathetic
PERSONAL IMAGE
Photo by Flickr
ME BEFORE WE 
"SOCIAL MEDIA PLATFORMS TRANSFORM
SOCIAL ISSUES INTO CULTURAL CAPITAL:
ISSUES BECOME LABELS OF POLITICAL
ALIGNMENT AND LEND AN APPEARANCE OF
SOCIAL AWARENESS ATTACHED TO A
DIGITALLY CURATED SELF. THEY BECOME A
MEANS TO THE END OF SOCIAL GAIN,
RATHER THAN OF SOCIAL CHANGE."
Photo by Flickr
(7)
THINKING WE HAVE DONE
ENOUGH
T H E E N D O R P H I N S W E F E E L F R O M L I K I N G A P A G E O R
S H A R I N G A P O S T A L L O W U S T O F E E L L I K E W E H A V E
" H E L P E D " A N D P R E V E N T U S F R O M T A K I N G R E A L - W O R L D
A C T I O N .  
Photo by Flickr
(3)
WHY SLACKTIVISM
DOESNT WORK
MOTIVATION HALWAY THERE WEAK TIES
Liking or sharing may
be the "right" thing to
do but are we doing it
for the right reasons?
Clicktivism spreads
the word effectively,
but create change it
does not. 
Low commitment
levels needed to like
or share don't lead to
high commitment
needed to challenge
social norms.
Photo by Flickr
Photo
THE
PROOF
A   S T U D Y P U B L I S H E D I N T H E  
J O U R N A L O F S O C I O L O G I C A L
S C I E N C E   E A R L I E R T H I S Y E A R ,
F O U N D T H A T T H E M A J O R I T Y O F
P E O P L E W H O ' L I K E ' A F A C E B O O K
P A G E F O R A C A U S E D O N ' T
F O L L O W U P T H A T G E S T U R E W I T H
A D O N A T I O N . T H E S T U D Y F O U N D
T H A T R E T U R N R A T E S F O R
C H A R I T I E S A N D C A M P A I G N S O N
F A C E B O O K C A N B E A T E N T H O F
T H O S E O F M O R E T R A D I T I O N A L
R O U T E S .
1/10 Photo by Flickr
(3)
THE
PROOF
Photo by Flickr
"...But the survey goes on to
show very few put their
money where their mouse is.
Of 70 per cent who said they
used digital media to learn
about changes they can
make in their lives to create
positive social or
environmental change, only
25 per cent actually made
changes." (6)
"While the digital age may enhance
the power of those that are already
active, it can't seem to drag the rest
out of their armchairs."
-
Photo by Flickr
(2)
"IT MAKES IT EASIER
FOR ACTIVISTS TO
EXPRESS
THEMSELVES, AND
HARDER FOR THAT
EXPRESSION TO
HAVE ANY IMPACT." 
- Malcolm Gladwell on social media
Photo by Flickr
(4)
WEAK TIES
" ( S L A C K T I V I S M ) D O E S N ’ T I N V O L V E F I N A N C I A L O R
P E R S O N A L R I S K ; I T D O E S N ’ T M E A N S P E N D I N G A S U M M E R
B E I N G C H A S E D B Y A R M E D M E N I N P I C K U P T R U C K S . I T
D O E S N ’ T R E Q U I R E T H A T Y O U C O N F R O N T S O C I A L L Y
E N T R E N C H E D N O R M S A N D P R A C T I C E S . I N F A C T , I T ’ S T H E
K I N D O F C O M M I T M E N T T H A T W I L L B R I N G O N L Y S O C I A L
A C K N O W L E D G M E N T A N D P R A I S E ” .  
                         - Malcolm Gladwell (Small Change)
Photo by Flickr
(4)
Negative Impacts of Slactivism
ALIENATION
Slacktivism is cited to alienate
individuals from family,
colleagues, customers, and
friends.
Photo by Flickr
(9)
Negative Impacts of Slactivism
MISINFORMATION
Slacktivism perpetuates the spread of
misinformation and half truths. What we
know as "fake news" almost entirely exists
due to social media's impact on modern
news. Photo by Flickr(9)
Negative Impacts of Slactivism
ILLUSORY SUPERIORITY
“Searching the Internet may cause a
systematic failure to recognize the extent
to which we rely on outsourced
knowledge,” the study said. “… People
mistake access to information for their
own personal understanding of the
information.”
Photo by Flickr
(5)
How can we change
the Slactivism
Trend?
If we want to have an
impact, we must know that
one click is not enough!
Photo by Flickr
(6)
"The goal of clicktivism isn’t to
solve problems; it’s to bring
awareness to a cause that we
otherwise wouldn’t know about." 
UNDERSTAND THAT...
Photo by Flickr
(8)
Follow up your
clicks with real-
world action!
Photo by Flickr
(6)
THE END
Brendan Kennedy
Queen's University
Photo by Flickr
(1)
(2)
(3)
(4)
(5)
(6)
(7)
(8)
(9)
(10)

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Slactivism

  • 1. Slacktiv(narciss)ism EXPLAINING THE WEAK TIES OF SOCIAL MEDIA ACTIVISM Presented by Brendan Kennedy QUEEN'S UNIVERSITY Photo by Flickr
  • 2. "A slacktivist is someone who believes it is more important to be seen to help than to actually help." - Scott Gilmore, McLean's SLACKTIVISM (3) Photo by Flickr
  • 3. 1.18 BAveraging 155 networked connections each, "social media platforms offer unprecedented potential for individuals and groups to collaborate toward initiatives for a positive social impact." Daily Active Facebook users Photo by Flickr(10)
  • 4. Photo by Flickr THE "RIPPLE EFFECT" Social media allows for the quick spread of information, initiatives, and awareness. This information spreads at an exponential rate. (1)
  • 5. THE PROBLEM Is your contribution any deeper than a click? Slacktivism allows Facebook users to construct a "socially aware" image of themselves while simultaneously chilling  their participation in real-world activism.  Photo by Flickr (3)
  • 6. WHY SLACTIVISM EXISTS It's just too easy! It takes no time at all to publicly show your "support" for a cause, just one click away! EASY Don't worry, slacktivism requires no real blood, sweat, or tears. LOW COMMITMENT Slacktivism allows us to easily create an image of ourselves as aware, intelligent, and empathetic PERSONAL IMAGE Photo by Flickr
  • 7. ME BEFORE WE  "SOCIAL MEDIA PLATFORMS TRANSFORM SOCIAL ISSUES INTO CULTURAL CAPITAL: ISSUES BECOME LABELS OF POLITICAL ALIGNMENT AND LEND AN APPEARANCE OF SOCIAL AWARENESS ATTACHED TO A DIGITALLY CURATED SELF. THEY BECOME A MEANS TO THE END OF SOCIAL GAIN, RATHER THAN OF SOCIAL CHANGE." Photo by Flickr (7)
  • 8. THINKING WE HAVE DONE ENOUGH T H E E N D O R P H I N S W E F E E L F R O M L I K I N G A P A G E O R S H A R I N G A P O S T A L L O W U S T O F E E L L I K E W E H A V E " H E L P E D " A N D P R E V E N T U S F R O M T A K I N G R E A L - W O R L D A C T I O N .   Photo by Flickr (3)
  • 9. WHY SLACKTIVISM DOESNT WORK MOTIVATION HALWAY THERE WEAK TIES Liking or sharing may be the "right" thing to do but are we doing it for the right reasons? Clicktivism spreads the word effectively, but create change it does not.  Low commitment levels needed to like or share don't lead to high commitment needed to challenge social norms. Photo by Flickr Photo
  • 10. THE PROOF A   S T U D Y P U B L I S H E D I N T H E   J O U R N A L O F S O C I O L O G I C A L S C I E N C E   E A R L I E R T H I S Y E A R , F O U N D T H A T T H E M A J O R I T Y O F P E O P L E W H O ' L I K E ' A F A C E B O O K P A G E F O R A C A U S E D O N ' T F O L L O W U P T H A T G E S T U R E W I T H A D O N A T I O N . T H E S T U D Y F O U N D T H A T R E T U R N R A T E S F O R C H A R I T I E S A N D C A M P A I G N S O N F A C E B O O K C A N B E A T E N T H O F T H O S E O F M O R E T R A D I T I O N A L R O U T E S . 1/10 Photo by Flickr (3)
  • 11. THE PROOF Photo by Flickr "...But the survey goes on to show very few put their money where their mouse is. Of 70 per cent who said they used digital media to learn about changes they can make in their lives to create positive social or environmental change, only 25 per cent actually made changes." (6)
  • 12. "While the digital age may enhance the power of those that are already active, it can't seem to drag the rest out of their armchairs." - Photo by Flickr (2)
  • 13. "IT MAKES IT EASIER FOR ACTIVISTS TO EXPRESS THEMSELVES, AND HARDER FOR THAT EXPRESSION TO HAVE ANY IMPACT."  - Malcolm Gladwell on social media Photo by Flickr (4)
  • 14. WEAK TIES " ( S L A C K T I V I S M ) D O E S N ’ T I N V O L V E F I N A N C I A L O R P E R S O N A L R I S K ; I T D O E S N ’ T M E A N S P E N D I N G A S U M M E R B E I N G C H A S E D B Y A R M E D M E N I N P I C K U P T R U C K S . I T D O E S N ’ T R E Q U I R E T H A T Y O U C O N F R O N T S O C I A L L Y E N T R E N C H E D N O R M S A N D P R A C T I C E S . I N F A C T , I T ’ S T H E K I N D O F C O M M I T M E N T T H A T W I L L B R I N G O N L Y S O C I A L A C K N O W L E D G M E N T A N D P R A I S E ” .                            - Malcolm Gladwell (Small Change) Photo by Flickr (4)
  • 15. Negative Impacts of Slactivism ALIENATION Slacktivism is cited to alienate individuals from family, colleagues, customers, and friends. Photo by Flickr (9)
  • 16. Negative Impacts of Slactivism MISINFORMATION Slacktivism perpetuates the spread of misinformation and half truths. What we know as "fake news" almost entirely exists due to social media's impact on modern news. Photo by Flickr(9)
  • 17. Negative Impacts of Slactivism ILLUSORY SUPERIORITY “Searching the Internet may cause a systematic failure to recognize the extent to which we rely on outsourced knowledge,” the study said. “… People mistake access to information for their own personal understanding of the information.” Photo by Flickr (5)
  • 18. How can we change the Slactivism Trend? If we want to have an impact, we must know that one click is not enough! Photo by Flickr (6)
  • 19. "The goal of clicktivism isn’t to solve problems; it’s to bring awareness to a cause that we otherwise wouldn’t know about."  UNDERSTAND THAT... Photo by Flickr (8)
  • 20. Follow up your clicks with real- world action! Photo by Flickr (6)
  • 21. THE END Brendan Kennedy Queen's University Photo by Flickr