Running head: SOCIAL MEDIA AND CLICKTIVISM

Social Media and Clicktivism: Engaging the Youth One Click at a Time
Jordan Mullins
COMM 3P15: Media Analysis
Professor Jennifer Good
Wednesday, April 1, 2015

SOCIAL MEDIA AND CLICKTIVISM

Abstract
This paper contributes to the analysis of the motivations behind youth participation in online
activism and their involvement in supporting online and offline campaigns. This research was undertaken

by a hard copy survey questionnaire consisting of Likert scale, multiple choice and open-ended questions
where 56 Brock University students, between the ages of 18 and 23, took part. The results show that most
respondents feel motivated to participate online when an issue is personally relevant or there is an urgent
need for immediate support. The results also demonstrated that while a greater number of respondents
participated more so in online activism compared to offline activism, there were still significant percentages
showing how online activism has encouraged respondents to participate in offline activist events as well.
Through participant responses, this study concludes that online activism is a valuable way to raise
awareness of certain causes and issues. Further research is suggested to explore how non-profit
organizations use social media to promote campaigns, and why certain campaigns are more successful than
others in terms of raising money and awareness towards their cause.
Introduction
Since the early 2000s, there is an increasing number of social media platforms being created,
coming out from every facet of the Internet. Platforms such as Facebook, Twitter, YouTube, and Tumblr
have captured the attention of millions of people around the world, each of whom use these sites for various
reasons. According to The Statistics Portal (2014), in 2010, there were 0.97 billion social media users
worldwide. By 2014, that number greatly increased, as it was reported that 1.59 billion people across the
globe were using social media platforms (The Statistics Portal, 2014). Taking these numbers into
consideration, it can be stated that social media sites, also known as social networking sites, possess the
ability to connect large audiences. While many individuals choose to use social media sites for
communicating with friends and family, posting photos and videos, or sharing information with other users,
social media is also starting to be seen as a medium for online activism, or clicktivism, to bring about
civic engagement and social change.

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Being a young adult and social media user myself, I have noticed a rise in online activism through
recent campaigns such as Kony 2012, Bell Lets Talk and the ALS Ice Bucket Challenge. The topic of
whether or not online activism has the ability to mobilize users and bring about change is quite
controversial, as it is a highly debated issue. In 2010, a man named Malcolm Gladwell wrote an article in
The New Yorker explaining why he believes the revolution will not be tweeted. Gladwell (2010)
ultimately argued that social media sites are tools for networking, not tools for creating civic engagement
and distinct change. However, authors such as Harlow and Harp (2012) concluded through their study,
most survey respondentsagreed that [social networking sites] were important for organizing, mobilizing,
informing, and promoting debate (208). Let us look at the case of the Bell Lets Talk campaign, for
example. On January 28, 2015, Canadians helped raise awareness of mental health by contributing a record
breaking 122,150,722 tweets, calls, texts, and social media shares on Bell Lets Talk Day (Bell Lets Talk,
2015). With Bell donating 5 cents for every time the hashtag #BellLetsTalk was shared, Canada was able to
raise over $6.1 million, which was 58.3% more than the previous year (Bell Lets Talk, 2015). In this
case, Canadians were able to help raise awareness and money for mental health initiatives, simply through
the click of a button.
With the apparent rise of online activism, and it being such a disputed issue, we wished to conduct
some research of our own. According to Pew Research Center (2014), 89% of social networking users are
between the ages of 18-29. Since the majority of social media users are young adults, it was of interest to
study the opinions of university students and how they view the effectiveness of online activism. With
social media and online activism being a more recent topic in the field of research, we wanted to build on
the previous research we found and explore the number of university students that participate in online
activism and their motivations behind why they participate. We also wished to examine whether or not their
online participation led to participation in the offline world. It is important to explore the uses and
motivations of online activism in the lives of young adults because it can help non-profit organizations and
advocacy groups determine whether or not promoting their campaign online would be effective and
beneficial. Research, such as the information and data collected in this study, can provide organizations and

SOCIAL MEDIA AND CLICKTIVISM

groups with an idea of how many people choose to participate in online activism, and the various ways
users support their campaigns.
Literature Review
The value of social media platforms
Individuals have begun to use social media sites as mediums for online activism, or clicktivism,
as it provides certain advantages over traditional forms of media. The two most obvious advantages, as
Garcia-Galera, Del-Hoyo-Hurtado and Fernandez-Munoz (2014) argue, are interactivity and immediacy
(36). Instead of playing the role of the recipient, as one would while consuming traditional forms of media
such as television and radio, social media users are now able to play the role of both recipient and receiver
(Garcia-Galera et al., 2014, 36). Individuals are also able to access and send information with the simple
click of a button. With this in mind, Obar, Zube, & Lampe (2012) argue that the Internet and use of social
media sites are positive additions to traditional offline activism methods as they increase[s] the speed,
reach, and effectiveness of communication and mobilization efforts (4-5).

In 2014, Garcia-Galera et al. released a study focusing on the Spanish youth and the role that social
media played in relation to the youths participation levels in online and offline activism. A Spanish social
network called Tuenti was used to distribute a survey questionnaire among the networks users. Through
random sampling, Garcia-Galera et al. (2014) collected 1,300 surveys consisting of participants aged 16-18
(39). According to the results, participation in young people typically remained online: while 38% of the
participants stated they participate in both online and offline events, 44% stated that they only participate in
online events (Garcia-Galera et al., 2014, 39). However, this is not to say that online activism is a poor or
passive form of activism. Although the majority of participants in this study only participate online, GarciaGalera et al. (2014) believe the effects of these [online] actions are far from negligible (40). Vitak et al.
(2011) also believe that the actions of clicktivism should not be underestimated, as these actions are often a
key factor in effecting change and increasing knowledge (108). Vitak et al. conducted a study on the role
of Facebook and the involvement of online political participation among university students during the
2008 U.S. presidential election. By method of random sampling, Vitak et al. received 638 usable online

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surveys after the 2-week collecting period. The results of the data determined that the easily accomplished
and less time consuming activities were more common; for example, 20.4% posted a political comment on
a friends Facebook wall and 18.4% posted a politically oriented Facebook status (Vitak et al., 2011, 110).
While their data concluded the most common forms of political activity tended to be less time consuming,
it does not necessarily mean that these methods of participation are worthless. Vitak et al. (2011) believe
Facebook and other social networking sites offer opportunities for young citizens to experiment and learn
more about their personal political ideologies and opinions and politics in general (113). Through the
various communicative options available on Facebook, users are able to interact with one another, either
directly or indirectly. These options allow for individuals to discuss certain issues as well as plan for offline
activism events such as protests and canvassing. For example, Biddixs (2010) study on campus activism
discussed how students working for a state Public Interest Research Group used Facebook as the primary
tool for sending messages about meetings, arrang[ing] schedules for tabling, rides to canvass, and other
actions (687). The peer-to-peer interaction that takes place on social media platforms can act as a
powerful incentive to get other social media users to participate and engage in online and offline events
(Vitak et al., 2011, 109). For example, seeing friends and family members participating in a certain event or
posting about a specific issue may encourage an individual to participate as well, and feel a sense of
inclusion and collectiveness with others. Social networking sites, such as Facebook and Twitter, provide
individuals with the tools to discuss information with one another, and the option to organize plans for
offline events. The ability to view what other social media users are posting also allows individuals to
expand their knowledge on certain issues and causes, which may encourage them to become more
active participants and possibly [engage in] more vigorous and effective [offline] behaviors (Vitak et
al., 2011, 113).
The importance of raising awareness
The creation of the Internet and innovation of social media has enabled online discussion and
connection between users, as well as the opportunity to create content and share information (Saxton &
Wang, 2014, 852). These advantages have allowed social media users to raise awareness towards issues and

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causes of interest, whether it is through sharing content such as videos and articles, or liking and
following a non-profit organization that supports a specific issue. A study conducted by Livingston,
Cianfrone, Korf-Uzan & Coniglio (2014) evaluated the ability of a brief, social media intervention called
In One Voice to raise awareness of mental health and improve the attitudes of mental health issues among
the younger generation (985). As part of the campaign, a two-minute video featuring a professional hockey
player from the Vancouver Canucks was released. Throughout the video, the hockey player spoke out about
mental health and promoted the website mindcheck.ca, which is a youth-focused educational site
(Livingston et al., 2014, 985). The video and website were posted on the Vancouver Canucks Facebook
and Twitter pages for the duration of 2 months. The results of the data showed that there was a significant
growth in awareness of the mindcheck.ca website: 6% of group 1 (T1) participants who completed a
questionnaire immediately before the campaign was launched indicated that they knew about the website.
However, 17.8% of group 3 (T3) participants who completed a questionnaire one year after the campaign
had finished indicated that they knew about the website (Livingston et al., 2014, 987). These results show a
significant increase of awareness from the day the campaign started, to one year after it ended. The act of
raising awareness allows individuals to become more knowledgeable about issues and causes, and can thus
encourage individuals to participate further in online and offline events.
The importance of knowledge and awareness is examined in Raynes-Goldie and Walkers (2008)
study of the website TakingItGlobal.org. This social networking website is a platform of many mediums, as
it offers tools such as blogs, discussion boards and instant messaging as well as providing collaborative
action-planning tools, background information on a broad area of social issues, and connections to relevant
organizations, groups, and their peers (Raynes-Goldie & Walker, 2008, 162-163). In order to uncover how
youth uses online tools as a means of civic engagement, Raynes-Goldie and Walker (2008) conducted an
online survey. After analyzing the data of the 769 surveys collected, it was concluded that 54.1% of
respondents agreed that this site helped them become more informed about the issues important to them
(Raynes-Goldie & Walker, 2008, 172). It was also stated that 44.1% of respondents agreed, the
information, networks, and tools to mobilize and organize found on this site have helped further their

SOCIAL MEDIA AND CLICKTIVISM

participation and make changes in the community (Raynes-Goldie & Walker, 2008, 172). The studies of
Livingston et al. (2014) and Raynes-Goldie and Walker (2008) demonstrate the importance of raising
awareness, as it draws attention to important issues in society, educates the less informed and potentially
has the power to encourage users to participate further in online and offline events.
Non-profit organizations and online activism
While this paper aims to explore the motivations behind online activism and whether it translates
into the offline world, it is also important to look at why the organizations and groups behind these issues
choose to use social media platforms to advocate their cause. The studies conducted by Saxton and Wang

(2014), and Obar, Zube and Lampe (2012), both examine different non-profit organizations and whether or
not they choose to use social media to promote online activism and civic engagement. Saxton and Wang
(2014) analyzed 66 organizations chosen from the 2008 Nonprofit Times 100 list and found two thirds of
the organizations had a Facebook page dedicated to fundraising their cause (859). It was also concluded
that each of these 66 organizations had, on average, over 318,000 members who joined their Facebook page
and 465 Facebook users who made a donation (Saxton & Wang, 2014, 859). After surveying 53 advocacy
groups found through the databases at OpenSecrets.org, Obar, Zube and Lampe (2012) discovered that each
of the 53 advocacy groups used social media as a way to interact with citizens (11). When asked about the
benefits of using social media, the most common response was that it helped to strengthen outreach
efforts as well as having the ability to create awareness of organizational goals, messages and strategies
(Obar, Zube, & Lampe, 2012, 14). While researching how and why social media users participate in online
activism, it is important to learn how organizations and groups reach out to the public to advocate their
cause, and the extent of which users participation contributes to the overall success of the campaign.
Methodology
Participants
Students from Brock University were chosen as the sample population for this research study.
During the process of collecting data, two university classes were available. The first class visited was a
first year Introduction to Popular Culture course, which consisted of approximately 30-35 students. The

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second class visited was a third year Advanced Topics in Digital Culture course, which consisted of
approximately 40 students. Students in both classes were invited to participate in a hard copy survey
questionnaire, on the one condition that they were members of one or more social media sites. The data was
collected over the duration of two days, and we received 56 responses in total. Out of the 56 surveys we
received, all were deemed useable. Thus, zero responses were eliminated from the process of gathering and
organizing data. While no cash or raffle incentives were proposed to the participants, it was made clear that
by participating in our study, their responses would play an essential role in conducting our research project
and may be useful for future research.
Measures
The method of convenience sampling was employed as a way to gather participants for this study.
We relied on the availability of lecture halls as a way to reach a large number of students at the same time.
We were also able to retrieve the responses right away, which limited the possibility of participants
misplacing their survey or forgetting to hand it back to us. The hard copy survey consisted of 19 questions
that were a combination of 5 multiple choice, 3 open-ended, 5 demographic and 6 Likert-scale questions.
The survey began with questions based on the respondents demographic information, including their sex,
age, employment, annual household income, and area of residence; this would allow us to have a better
understanding of the participants backgrounds as well as to explore whether there were any commonalities
between certain demographic categories and the survey results. The survey continued with questions
regarding the daily hours spent on social media, the preferred social media sites used, whether or not they
participate in online activism, and their motivations behind why they participate. The survey then leads the
participants to questions about whether or not online activism has led them to participate offline, and if so,
how they choose to participate in offline events. While surveys are a method used to gather quantitative
data, we made sure to include several open-ended questions within our survey as well. These open-ended
questions provided us with a small amount of qualitative data, and allowed participants the opportunity and
freedom to elaborate on their answers.

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Results

After collecting the data, it was determined that 37 (66.1%) of the 56 participants were female, and
16 (28.6%) were male; the remaining 3 (5.4%) participants left the question blank. It is interesting to note
that 73.2% of participants claimed to have an annual household income of $50,000 or above, leading us to
believe the majority of participants are of middle and upper class. One of the first questions of the survey
asked the participants to circle the approximate number of hours per day they spend using social media:
42.9% answered that they spend 4 or more hours a day, while 12.5% stated they only spend 1 hour a day on
social media. In terms of the most commonly used social media platform, 36.6% stated they mainly use
Facebook to participate in issues they care about, while 32.1% used Twitter, 13.4% used YouTube, and
13.4% used other social media platforms such as Instagram, Snapchat and Tumblr; the other 4.5% claimed
to not use any social media platforms to participate in online campaigns, as shown in Figure 1.
One of our research questions set out to explore the respondents motivations behind participating
in online issues. It is important to note that participants were encouraged to circle each answer that applied
to them. As shown in Figure 2, the most common motivation behind participation is when the issue is
personally relevant, as 40% of participants responded with this answer; 30.5% feel motivated when there is
an urgent need for immediate support, 14.7% feel motivated when they see their friends participating in the
issue, 8.4% feel motivated when they know they will be rewarded for participating, and 6.3% responded
with other. We were also interested to see whether the participants believed their exposure to online activist
campaigns had made them more knowledgeable about a specific cause or event, as a way to examine the
success and ability of non-profit organizations and advocacy groups to raise awareness of their campaigns
through social media sites. As depicted in Figure 3, 87.5% agreed that their exposure to online activist
campaigns has made them more knowledgeable, and 3.6% chose to disagree; 8.9% stood neutral on the
topic.
The second research question of our study set out to explore whether online activism has
encouraged our respondents to participate in offline activism events. According to our survey, 42.9% agreed
that online activism has encouraged them to participate in offline activism events, while 33.9% disagreed;

SOCIAL MEDIA AND CLICKTIVISM

23.2% answered as neutral on the topic, as shown in Figure 4. We also asked the participants if they
believed online activism to be as powerful as offline activism, and 46.4% agreed that it is. Many
participants who agreed to this statement believed that online activism is effective because it is does not
require much effort to get involved, as demonstrated through Participant #9s response: [Online activism]

is an easier and more effective way to teach and make people aware of an issue and everyone can easily get
involved. However, the 26.8% who disagreed that online activism is just as powerful as offline activism
believed that online activism lacks the essential aspect of direct involvement, as illustrated through
Participant #2s response: Offline activism is more powerful because of the physical act of taking up space
and making your voice heard. The remaining 26.8% answered neutral on the Likert scale. Thus, it can be
seen that many young adults do choose to participate in online activism, and believe it is a good way to
raise awareness of issues and events. This being said, while many of the participants (42.9%) stated that
online activism has encouraged them to participate in offline events, a significant number of participants
(33.9%) chose to disagree with the given statement.
Discussion
This study confirms that many (83.9%) participants who use social media sites do participate in
online activism, as discussed in the beginning of the paper in terms of the rise in online activism. One
aspect of the study that we found to be particularly interesting was the participants responses towards
whether online activism has encouraged them to partake in offline activism. As previously mentioned,
many participants (42.9%) agreed that online activism has encouraged them to participate in offline activist
events. However, when asked how they would best characterize their participation in offline activism, many
participants responded with limited participation in offline events, translating to a few times per year. For
example, when asked how many times they typically attend an event related to a cause, 16.1% selected
zero, 44.6% selected a few times a year, 26.8% selected around once a month, 10.7% selected several
times a month, and 1.8% selected several times a week. Thus it can be shown that even though many
participants state they participate in offline activism, it does not necessarily mean they participate often.

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10

According to the data collected from our survey, the number of students involved in online activism
appears to overpower the number of those involved in offline activism, which was also evident in GarciaGalera et al.s study. It was recorded that 83.9% of participants stated they participate in online activism,
while 42.9% stated they participate in offline activist events. As we find ourselves in an evermoreincreasing digital age, non-profit organizations and advocacy groups can use technology and social media
platforms to their advantage. With Pew Research Center (2014) stating that 89% of social networking users
are between the ages of 18-29, promoting campaigns and causes through social media sites such as
Facebook and Twitter can help non-profit organizations to spread awareness and gain supporters of whom
they may not have been able to reach without these social media platforms. Through the Internets
efficiency with sharing content and the ability to reach large audiences, it can be concluded that online
activism is a favourable way to spread awareness of causes and issues. In reference to participants
responses, 91.1% agreed that online activism is a valuable way of creating awareness, and 87.5% agreed
that their exposure to online activist campaigns has made them more knowledgeable about a specific cause
or event. While it was observed that the majority of respondents participate more so in online activism than
offline activism, it does not mean that offline activism is inessential. Out of a total of 56 participants, 42.9%
agreed that online activism has encouraged them to participate in offline activist events. Thus, it can be
stated that social media sites do not only have the ability to encourage participation online, but possesses
the ability to encourage participation offline as well, as both exhibit powerful roles in creating civic
engagement and social change.
Limitations and Future Research
This research study focused on Brock University students and their motivations and involvement in
online and offline activism. While 3 open-ended questions were incorporated into our hard copy survey, it
is believed that choosing the method of focus groups alongside the survey would have supplied us with
more elaborate and detailed answers in terms of the respondents participation in offline activism. The fact
that only two lecture halls were available to participate in the survey also limited our research, as we were
only able to gather 56 participants out of the 18,824 students currently attending Brock University (Brock

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University, 2015). Thus, our results only represent a very small population of the Brock University

community. Future research should examine the levels of online and offline participation in other schools
across Canada, as a way to explore the differences and similarities in the levels of participation between the
provinces. While the motivations behind why respondents participate in online activism was examined in
this study, further research should explore which causes and campaigns represented by non-profit
organizations have been the most successful in terms of donations and raising awareness, and the reasons
behind their success. This research would allow activism participants to see whether their contributions to
certain campaigns truly make a difference, and may encourage them to participate further in online and
offline activism. This may also help the less successful non-profit organizations learn how to improve their
campaigns and reach a larger audience.
Conclusion
The rise in social media users has led to an increase of activity in online activism otherwise
known as clicktivism as seen through recent campaigns such as Bell Lets Talk, ALS Ice Bucket
Challenge, and Black Lives Matter. Social media sites such as Facebook and Twitter have allowed users to
share information, educate the public, organize events, and mobilize friends and followers (Yang, 2009,
34). While offline activism still remains an essential role in creating civic engagement and social change,
online activism is recognized to reach larger audiences in a quick and efficient manner. Living in a world
where technology is quickly advancing and the number of social media users is continually growing, it is
believed that non-profit organizations and advocacy groups should learn to benefit from social media
platforms as a way to raise additional awareness of their advocated causes. Incorporating social media into
their campaigns would allow for such organizations to reach individuals that they may not have been able
to reach before. It may also create a more informed public and potentially encourage users to participate in
the organizations offline activism events. Social media is still considered to be a recent innovation in
todays society, and thus it is of great importance to continue carrying out research as a way to gain further
knowledge of this topic and the benefits and implications of using social media for purposes of activism.

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Appendix A
Figures 1-4

5%
13%
37%
13%

Facebook
Twitter
YouTube
Other
None

32%

Figure 1: Percentages of social media platforms used to participate in issues of concern (Question 3)

Figure 2: Percentages of the different motivations behind participation in online issues (Question 4)

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60%
50%
40%
30%
20%
10%
0%
Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

Figure 3: Percentages of participants who agree that exposure to online campaigns has made them more knowledgeable
about a specific cause (Question 10)

Figure 4: Percentages of participants who agree that online activism has encouraged them to participate in offline activist
events (Question 11)

Appendix B

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Youth Activism Survey Questionnaire Template
Sex (Please circle one):

Female

Male

Age: ______________
Are you currently employed? (Circle one only)

Yes

No

What is the approximate (give your best guess) annual household income of your family?
_____ Under $10,000
_____ $10,000 - $19,999
_____ $20,000 - $29,999
_____ $30,000 - $39,999
_____ $40,000 - $49,999
_____ $50,000 - $74,999
_____ $75,000 - $100,000
_____ Over $100,000
Which of the following best describes the area you live in? (Please circle one)
Urban
Suburban
Rural
Please fill out this survey to the best of your ability by circling your answer clearly.
1. How many hours per day do you spend using social media? (Circle one only)
a) 0
b) 1
c) 2
d) 3
e) 4 +
2. Online Activism can be defined as a means of using social media sites (such as Facebook and
Twitter) to facilitate social change. Keeping this concept in mind, would you say that you
participate in online activism? (Circle one only)
a) Yes
b) No
3. Which social media platforms do you use to participate in issues you care about? (Circle all
that apply)
a) Facebook
b) Twitter
c) YouTube
d) Other
e) I dont use any social media platforms to participate in issues I care about
4. What motivates you to participate in an issue online? (Circle all that apply)
a) There is an urgent need for immediate support
b) The issue is personally relevant

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SOCIAL MEDIA AND CLICKTIVISM

c) You are rewarded for participating (e.g. coupon or discount)
d) All of my friends are participating
e) Other (Please specify in the following space): _______________________
5. How do you choose to support issues online? (Circle all that apply)
a) Voting to designate funds to a cause you care about
b) Signing a petition
c) Sharing content with your social networks (e.g. videos, fundraising appeals)
d) Liking or following a non-profit organization that supports an issue
e) I choose not to support issues online
Please answer the following questions in the spaces provided below.
6. What online activism campaigns have you participated in? (I.e. Ice Bucket Challenge,
#BellLetsTalk) How do you think your online participation has contributed to the overall
cause?

7. Do you participate in online activism simply because they are trending, or because you
personally support the cause?

Please circle one number for the following statements

8. You encourage others to participate in online activism

Strongly Disagree
1

Disagree
2

Neutral
3

Agree
4

Strongly Agree
5

9. Online activism is a valuable way to create awareness revolving around a certain cause or
event

Strongly Disagree
1

Disagree
2

Neutral
3

Agree
4

Strongly Agree
5

10. Your exposure to online activist campaigns has made you more knowledgeable about a
specific cause/event.

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

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11. Online activism has encouraged you to partake in offline activist events

Strongly Disagree
1

Disagree
2

Neutral
3

Agree
4

Strongly Agree
5

12. How would you best characterize your participation in offline activism? (Please indicate by
checking off the box that best reflects your level of activity)

NONE

Limited (A
few times a
year)

Occasional
(Around once
a month)

Active
(Several
times a
month)

Very active
(Several
times a week)

a) Financially
contributing
to the specific
cause or event
b)
Volunteering
to support a
cause
c) Attending
an event
related to a
cause
d)
Fundraising
for a cause
e) Other (please specify your participation and how frequently you do it)

13. You encourage others to participate in offline activism

Strongly Disagree
1

Disagree
2

Neutral
3

Agree
4

Strongly Agree
5

Agree
4

Strongly Agree
5

14. Online activism is just as powerful as offline activism

Strongly Disagree
1

Disagree
2

Neutral
3

Please explain your answer to the above question in the space provided below:

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