A popular group on Facebook hosted a collection of people very much opposed to the destruction of an historic fountain in downtown Copenhagen. The name of the group could be translated: “No to the Demolition of the Stork Fountain.” Its members’ outrage filled its Facebook wall. The creator of the group urgently spoke of the need for action, sounding the call to join the cause and get involved. Almost overnight, participation in the cause went viral, members joining and getting the word out to their friends. Click here, forward there, speak out.
Ironically (and more ironic than activism that only requires joining a Facebook group), the cause was completely fictitious. The creator of the page, Anders Colding-Jørgensen, is a professor of Internet psychology who was conducting a social experiment on activism and online behavior. Sadly, had these outraged activists searched just a bit more for information, they would have read on the page itself that it was an experiment and that, in fact, Anders knew of no plans to destroy the fountain. Yet by the end of the experiment, more than 27,000 people had joined the group with a click of outrage and a desire to join the cause.(1)
Anders’ experiment is one example of what cultural commentators call “slacktivism,” online activism that essentially leads to nothing on the part of the participant and no real effect on the cause itself. Slacktivism offers the feeling of doing good without actually having done anything at all. Though not all online causes can be classified as such, they are appealing because they are so easy to join—though we often seem unconcerned with whether they actually accomplish something. It’s simply one more click, one more forwarded email, one more status update; it won’t require writing long letters, standing in lines, or marching the streets. No one will ask you to do anything, and you can feel good about your brief participation. Of course, we may very well be impassioned slacktivists (the social media vitriol over the demolition of the Stork Fountain or the acquittal of Casey Anthony was alarming), but they are really just words. Other social media vitriol, like that after the killing of Cecil the Zimbabwean Lion, escalates to worrisome tirades.
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