Clicktivism or Cynicism

Clicktivism is defined as “the use of social media and other online methods to a promote a cause” (Oxford). The premise behind clicktivism is that social media allows for quick and easy ways to support an organisation or cause. It is the use of digital media for facilitating social change and activism. In society today generation y pass on news and information primarily through social network. Quite often people tend to say “link me that story” rather then just watching the news themselves. It is as though the ease of the internet has had a weakening affect on our generation.


What is regarded as a new form of activism has enabled the younger generations to engage In politics and have some sort of involvement. However, what they may think is involvement is only the the extent of the lack of involvement displayed by previous generations. 


Facebook and twitter are the two forms of social networking that clicktivism is most evident. My newsfeed is constantly flooded with depressing images, videos and pages that say like to support, like to cure, like to save and the list goes on. By clicking the like page I don’t believe you are in fact changing the world I see it more as showing the world. Sure, it does serve it’s purpose in engage audiences and promoting causes but I see more as a trend or bandwagon that society has jumped on.


Kony , 2012 a phenomenon that spread all over Facebook. It was a intriguing video released of a child’s struggle in Uganda. Ultimately this video went viral in a very short period of time reaching over 100 million views in the first week. By purchasing the “Cover the night kit”, liking the video, sharing the video and inviting friends you were ultimately changing the problem. Sure millions of people participated in these actions but it did not fix the problem itself it raised awareness.


Jenkins believes that “Social media can change the world” and yes this is true but why is it that a video such as Gangnam style lasted longer in the public sphere then Kony? Is it because we tend to engage more with phenomenons that are humorous or is it that clicktivism isn’t what its intended to be, instead it can be described as cynicism.


Social networks in their power allow for individuals to interact and communicate in regards to social political and economical issues.




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