1 Like = 0 Effect?

Slacktivism (noun): actions performed via the Internet in support of a political or social cause but regarded as requiring little time or involvement, for example signing an online petition or joining a campaign group on social media; blend of "slacker" and "activism"

The Oxford Dictionaries define slacktivism and clicktivism as essentially the same word, but clicktivism is often considered a subcategory of slacktivism that limits the relevant actions to just mouse-clicking, such as simply opening certain sites or liking and sharing posts. Facebook users are all too familiar with the infamous "1 like = 1 prayer" posts, which are picture posts accompanied by one-sentence descriptions, grossly overgeneralizing an issue, and the phrase "1 like = 1 prayer." In its simplicity, these posts are often most effective (if effective at all) in drawing shock and pity rather than sympathy or any deeper, lasting sentiment. Images mocking this trend like the one below have become very popular.

Aside from the obvious facts that a prayer can be made without liking a post and a like on a Facebook post will not actually change the situation pictured, these kinds of photos are a prime example of the negative side of slacktivism. In this age of social media, the politically engaged question more and more often whether slacktivism/clicktivism a) has any effect at all, b) positively impacts movements, or c) actually hurts activism.

Micah White, co-creator of Occupy Wall Street, wrote a piece featured in The Guardian called "Clicktivism is ruining leftist activism." Clearly, White is in the (c) category. He compares clicktivism to the marketing of everyday products, demeaning the importance and profundity of political activism by packaging it into palatable portions.

Exchanging the substance of activism for reformist platitudes that do well in market tests, clicktivists damage every genuine political movement they touch. In expanding their tactics into formerly untrammelled political scenes and niche identities, they unfairly compete with legitimate local organisations who represent an authentic voice of their communities. They are the Wal-Mart of activism: leveraging economies of scale, they colonise emergent political identities and silence underfunded radical voices.

Essentially, slacktivism is activism meets capitalism, using advertising knowledge to maximize and prioritize participation and reach over depth and complexity of issues. The "mainstreaming" of political movements has been especially contentious recently, especially with feminism. This could be its own post, so I will save that conversation for another time. The important thing to note here is that while getting the word out about different political issues and movements is a necessary part of progress and democracy, there comes a point where just trying to spread awareness in a thin, blanketing manner compromises content. A single hashtag, petition, or video simply cannot comprehensively discuss the multitude of contributing factors and outcomes of a huge, complex, long-standing problem, and as White says, the millions of posts that are following a trend can drown out the "radical" and marginalized voices social media is supposed to support.

 As social media becomes a greater part of political activism, more people have been willing to come forward about the various drawbacks of slacktivism and, even more specifically, hashtag activism, or the use of hashtags to represent and support certain political movements. In this Washington Post article detailing the history of hashtag activism is a response to #BringBackOurGirls from 2014. Nigerian-American writer Teju Cole tweeted about the gross simplification of issues hashtag activism proliferates: “Much as we might wish this to be a single issue with a clear solution, it isn’t, and it cannot be. It never was. Boko Haram killed more human beings yesterday than the total number of girls they kidnapped three weeks ago. Horrifying, and unhashtagable.” Indeed, the way issues are presented on social media are rarely comprehensive, and from my own Millennial perspective, most people buy into hashtag movements because they are trendy and not because they are truly invested in the topics.

However, perhaps this is too much of an elitist or purist approach. The main benefit of slacktivism is, after all, its laziness, convenience, approachability. Of course, it is not the hardcore, grassroots, tangible movement that politically involved people would prefer, but don’t things begin with awareness?

The Washington Post piece goes on to discuss other hashtag movements and points out two important differences in successful hashtags: effectiveness of awareness in that particular issue and specific demands from the movement. The article uses #StandwithPP as a good example of this. When Planned Parenthood was losing funding in 2012, the hashtag gave a voice to those who had personally benefited from their services, increased awareness, snagged mainstream media attention, and eventually restored funding. Meanwhile, all the notorious #Kony2012 seemed to do was tout Western interventionism, and yes, Kony is still at large.

In regards to successful slacktivism, we cannot ignore the enormous imapct things like sharing videos, retrweeting, and hashtags did for some of the biggest movements of this century like Arab Spring and Black Lives Matter. And while experts still disagree about whether or not social media involvement actually leads to more substantial engagement in the future (see here, here, and here), there is no denying that slacktivism can at least raise awareness. Now that we've defined the terms and seen slacktivism at work, the job of political activists in this Internet age is to encourage people to get legitimately invested in issues and look for sustainable solutions. Slacktivism's pull is in its convenience and low level of commitment, but the initial exposure that activism brings should be inspiring people to do more, not less.