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MAPPING SLACKTIVISM PATTERNS OF LOW-THRESHOLD CIVIC PARTICIPATION ON THE INTERNET Sandy Schumann & Anastasia Kavada University of Oxford — University of Westminster
| Date post: | 15-Jul-2015 |
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Technology |
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MAPPING SLACKTIVISMPATTERNS OF LOW-THRESHOLD CIVIC
PARTICIPATION ON THE INTERNET
Sandy Schumann & Anastasia KavadaUniversity of Oxford — University of Westminster
LOOK, IF YOU MAKE A FACEBOOK PAGE WE WILL “LIKE” IT—IT’S THE LEAST WE CAN DO.
BUT IT’S ALSO THE MOST WE CAN DO.
SETH MEYERS, WEEKEND UPDATE, SATURDAY NIGHT LIVE, SEPTEMBER 22, 2012
SLACKTIVISM
Low-cost and low-risk civic actions online that…
• require no commitment (Morozov, 2009)
• have no social impact (Gladwell, 2010)
• undermine future engagement (Lee & Hsieh, 2013).
SPECULATIONS VS. EVIDENCE
SPECULATIONS VS. EVIDENCE
RESEARCH QUESTIONS
1. How do low-threshold civic actions manifest themselves on the Internet?
2. How committed are users who take these actions?
3. Do the low-cost online actions undermine future engagement (offline)?
STUDY
Assessing practices on Greenpeace websites and email lists, Facebook, Twitter, YouTube, personal email and blogs
RESPONDENTS
• N = 620• M = 30.05 years old (SD = 11.30)• 65.6% female• 55 different mother tongues• Supported Greenpeace for
M = 8.12 years (SD = 8.07)
PLATFORM USE
1
2
3
4
5
6
Website Facebook YouTube Personal blog
1,652,011,97
2,29
3,1
4,24
2,67
Email list Twitter Personal email
Never
Daily
WEBSITE
Low-threshold civic actions
Interpersonal interaction
Entertainment
Gather information about Greenpeace
Comment on Greenpeace blog posts
Check the ship webcams
Sign a petitionPlay interactive games such as Deepwater Desperation
Share information about Greenpeace via email or social media platforms
Watch videos
FACEBOOK PAGE
Low-threshold civic actions
Interpersonal and affiliative
interactionSharing Entertainment
High-threshold
civic actions
Gather information about Greenpeace
Leave a commentShare Greenpeace posts
Watch videos
Follow Greenpeace events on the live stream
Follow links to get additional information
Comment on Greenpeace posts
Share other supporters` posts
View photos Make donations
`Like` Greenpeace posts
Comment on the comments of other supporters
Sign up to the Action alert Email list
Follow calls to sign petitions
`Like` the comments of other supporters
Commit to events organized by Greenpeace
Low-threshold civic actions Interpersonal and affiliative interaction
Gather information about Greenpeace Reply to Greenpeace tweets
Follow links to get additional informationReply to tweets by other Greenpeace supporters
Re-tweet Greenpeace tweetsSend private messages to other Greenpeace supporters
View Greenpeace photosExpress your support for Greenpeace in your banner and profile photo
Share information about Greenpeace Follow other Greenpeace supporters
`Favorite` Greenpeace tweets Follow Greenpeace lists
EMAIL LIST
Low-threshold civic actions
Gather information about Greenpeace
Follow links to get additional information
Follow calls to sign petitions
COMMITMENT AND IMPACT
Commitment
Low-threshold online civic actions
.49 .37
Civic actions offline
SUMMARY
Low-threshold civic actions, such as gathering information and signing petitions online, are…
• prevalent on all proprietary platforms
• more likely to be performed by highly committed supporters
• and encourage engagement offline.
CONCLUSIONS
So-called slacktivist actions…
• indicate citizens’ endorsement
• are a first step on a ladder of (institutionalized) engagement
• and/or a substitute for committed citizens when other means or resources are not available.
CONCLUSIONS
• Advocacy and cause-related groups might want to integrate low-threshold online civic actions in their campaigns
• However, there are challenges to consider.
Schumann, S. & Klein, O. (in press). Substitute or Stepping-stone? The impact of low-threshold online collective actions on offline participation. European Journal of Social Psychology.
