The COVID-19 pandemic and recent racial justice movements have given rise to a new generation of advocates, activists, and allies. They’ve brought to light a variety of issues—criminal justice, environmental justice, health disparities, and immigration reform, to name a few. But stay-at-home orders and the increasing use of technology in this digital age have uniquely shaped the nature of our activism.
With 95% of Generation Z having access to a smartphone, it’s not surprising that a large portion of recent social movements have been driven by social media and led by younger generations. At the same time, many wonder about the viability and effectiveness of social media and online engagement for long-term change.
To what extent are our efforts merely performative, and how can we ensure that our activism produces substantive change?
The impact of social media activism
The #BlackLivesMatter movement is a prime example of the power of social media activism. Created in 2013, the #BlackLivesMatter hashtag witnessed a surge in usage after the death of George Floyd. A Pew Research study found that the hashtag was used on Twitter around 47.8 million times from May 26 to June 7 of 2020, an average of 3.7 million tags per day.
Though some doubt the power of a hashtag, we’ve seen this social media movement significantly impact the collective consciousness of our nation, shifting public opinion on race to acknowledge systemic injustice and the need for criminal justice reform. Once marginalized voices have been given national attention, and we’re starting to become more critical about the brands, organizations, and influencers we follow and support. Online calls to action have sparked massive protests, widespread signing of petitions, fundraising for racial justice organizations, and legislation to reform police practices.
However, as these hashtags stop trending and racial justice content becomes less prevalent on our social media feeds, many warn of “performative activism”—sharing content simply for the sake of appearing virtuous, without genuine desire for continued change. It’s part of a phenomenon known as slacktivism.
What is slacktivism?
Slacktivism, or “armchair activism,” can be described as superficial engagement in a cause by performing small measures that require minimal effort or commitment. It’s a way to indicate solidarity with a movement, often thereby bolstering one’s own reputation, without having to make any substantial sacrifices.
Slacktivism could involve liking posts, reposting certain content, or changing a profile picture. Offline, it might look like wearing a ribbon, using a bumper sticker, or buying products whose brands promise to donate to charity. Of course, none of these actions are inherently wrong, and we’ve witnessed the power of social media in shaping public awareness. But without additional education, advocacy, and reform, they risk becoming futile and even distracting and damaging to the cause.
Oftentimes, they tend to oversimplify complex issues and their solutions, using catchy slogans and trendy graphics in the place of real education and advocacy for systemic reform. “Wicked problems” require more than social media as a solution—we must also consider the role of public policy, collective impact and cross-sector collaboration, and long-term impact investing and strategic philanthropy. But slacktivism can produce a kind of superficial solidarity that’s easy to abandon out of convenience.
“Slacktivist” to activist
At the heart of the problem are our motivation and commitment. If our goal is simply to “rebrand” or avoid social ostracization, our efforts will fall far short of the energy and power necessary for real change. As we engage with others both off and online, we must continually evaluate our own thoughts and actions and seek to understand and address problems at their root. This kind of activism takes more than one social media post; it’s a fundamental reorientation towards justice in all spheres of life—personal, work, and community. Here are a few suggestions to start.
- Ongoing education
Listening and learning are always the first step toward effective activism. Consider how you’re hearing about these kinds of social issues and movements. Diversify your news and media sources, and don’t let your intake be limited to social media. Instead, continually seek out expert opinions and research, not only on the issues themselves, but on the kinds of efforts and strategies needed to address them.
- Advocacy
Effective advocacy is informed, specific, and targeted. Consider whose voice you’re amplifying and invest in relationships with those for whom you’re advocating. Be specific in your calls to action, both on social media and to your local and national representatives—share achievable goals and hold yourself and others accountable to them. When sharing those goals and calls for reform, know your audience. Whether that’s your family, social media followers, or local representatives, investing time into understanding their perspectives and positions will help you target your advocacy, improving the likelihood of genuine change.
- Resources and influence
Consider how you can better steward your resources and influence, both in your personal and professional life. This might mean investing in certain organizations more long-term with regular donations or committing to volunteer your time and resources to your local community. It should also mean evaluating your relationships—starting potentially difficult conversations (not only online) and mentoring those younger than you. At your school or workplace, consider the structures and practices that might perpetuate injustice and how you can advocate for change or help create new cultures and systems.
Activating a movement
Although it started as a hashtag, #BlackLivesMatter has grown to mean so much more, in large part because of its emphasis on education, calls to specific advocacy, and mobilization of resources and platforms across the nation. This kind of activism is what has transformed a “moment into a movement.”
Movements take time, sacrifice, and commitment. They require a posture of humility and willingness to grow. Rather than looking for shortcuts or easy answers, let’s recognize that problems of such magnitude require solutions of equal weight.
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