Slacktivism (Phase 1)

// Posted by on 04/14/2012 (9:29 PM)

The focus of my project is slacktivism. In recent years, activism is changing as a result of the use of social media. Thus, I had many initial questions:

Does a shift in how activism is carried out, change activism all together? On a very basic level, what is activism today? Since it is so easy to become an “activist”, do individuals know what they fighting for? If activism is usually described as vigorous campaigning, is this new activism through social media too easy? What does pure activism lose when social media becomes part of the equation?

Obviously, these initial questions are very large brushstrokes when exploring slacktivism (a new theory in and of itself). Still, they have been very helpful in engaging slacktivism as each individual question acted as a jumping off point.

Like anything, my project has faced some roadblocks. First of all, slacktivism is a huge topic so I had to find a way to reframe my project on some more specific questions that were relevant to the notion of “Digital America.” My research was spawn by the eruption of the Kony 2012 campaign. Kony seemed to be a prominent example of how formal “take to the street” mentalities of protest have morphed into “click (or like) to support” campaigns. Thus, I engaged in Facebook and Twitter to understand the nature of this new activism, slacktivism. I then took it a step further and looked into three websites that encourage virtual protests, petitions and activism:

  • Civic Action Center –
  • (Canada’s Amnesty International)

Each of these three sites have a clear culture. seems to be the easiest to navigate which suggests that it is more accessible to the generationally-diverse public. You sign petitions on, but the site also provides tips on how to rally through social media sites such as Facebook and Twitter.

Trayvon Martin Petition Goes Viral on

Canada’s Amnesty International has a Social Media Action Center which “gives you the opportunity to take a simple action for justice every two weeks from May 2011 to May 2012. These actions link with Amnesty supporters from across the globe.” Thus, becoming part of the action center for AI takes a little more commitment since you have to sign up, but its nature is the same in terms of social media. The site explains that virtual events are online protests, which “take the idea of a traditional protest and [bring] it to the digital world. Virtual Events bring people together at the same time to speak out about the same issue. Each event is made up of digital actions, like signing a petition or posting a Facebook message. On [the day of the release] everyone’s posts, tweets and emails are sent out at the EXACT same time. The result? Networks and inboxes are flooded with the same message at the same time. Pretty powerful!”

Social Media Action Center

It seems that and are the least accessible and mainstream. Of course, both have users, but unlike AI and the users seem to be a much more specific group. Unlike the other two sites, it does not encourage its users to share in the same capacity (e.g. Facebook and Twitter).

Through this semester, much of what we have read has contributed to the theory in which I have based my research. The shift in activism suggests Marshall McLuhan’s idea that the medium is the message—without the medium of Facebook and Twitter and other social media sites, slacktivism would not be possible. The fact that individuals can instantly organize and support throughout the world at the same time is another example of how powerful the medium is with regard to slacktivism. Additionally, Poster also suggest that multiculturalism or diaspora leads to global understanding which is turn can lead to the sort of activism we see today. On each of the sites I have engaged in, the causes are not located in any one location, the causes effect various and diverse places in the world. Like the causes, the supporters are more all over the world. This suggests that borders have begun to disappear relative to the increase in protest social media. The notion of feedback is also key. It is much easier to get an individual to support a cause, when their feedback shows that their friends also support the cause. This is the power behind the AI SMAC and sites such as Facebook and Twitter. Shirky’s theories are also immensely powerful in this discussion. Through my research thus far, it seems that it is important that “Everybody knows that everybody knows that everybody knows” when it comes to slacktivism?

For my group assignment, I asked the group to look into one of the three above sites with these questions as a framework to look into one of the three sites: Is it “American” to want low-risk, low-cost, technologically mediated participation/activism? If it’s not “American” what is it? What are the positive and negative outcomes of such participate (slacktivism)? I felt as those these questions would be crucial in reframing my broad research of slacktivism to fall more in line with the focus of the course. However, I also provided the group with my initial research questions to give them a background of my project. So far the feedback I have received has fallen in line with what I myself had found on the sites.

Phase 2 of my project will be focused on the questions I provided to my group for feedback: Is it “American” to want low-risk, low-cost, technologically mediated participation/activism? If it’s not “American” what is it? What are the positive and negative outcomes of such participate (slacktivism)? I am going to really engage more of Shirky’s theory to better address these questions. The following parts of Shirky’s theory from Here Comes Everybody will be particularly helpful:

“[B]ecause the minimum costs of being an organization in the first place are relatively high, certain activities may have some value but not enough to make them worth pursuing in any organized way. New social tools are altering this equation by lowering the costs of coordinating group action.”

“Information sharing produces shared awareness among the participants, and collaborative production relies on shared creation, but collective action creates shared responsibility, by tying the user’s identity to the identity of the group.”

“Our social tools are not an improvement to modern society, they are a challenge to it.”


Here’s the link to my final blog!

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Andrew McLuhan said...

Finally, someone uses ‘the medium is the message’ correctly! Thank-you. Slack on.

// 04/15/2012 at 6:19 pm