In defense of slacktivism

Jan 22, JDN 2457776

It’s one of those awkward portmanteaus that people often make to try to express a concept in fewer syllables, while also implicitly saying that the phenomenon is specific enough to deserve its own word: “Slacktivism”, made of “slacker” and “activism”, not unlike “mansplain” is made of “man” and “explain” or “edutainment” was made of “education” and “entertainment”—or indeed “gerrymander” was made of “Elbridge Gerry” and “salamander”. The term seems to be particularly popular on Huffington Post, which has a whole category on slacktivism. There is a particular subcategory of slacktivism that is ironically against other slacktivism, which has been dubbed “snarktivism”.

It’s almost always used as a pejorative; very few people self-identify as “slacktivists” (though once I get through this post, you may see why I’m considering it myself). “Slacktivism” is activism that “isn’t real” somehow, activism that “doesn’t count”.

Of course, that raises the question: What “counts” as legitimate activism? Is it only protest marches and sit-ins? Then very few people have ever been or will ever be activists. Surely donations should count, at least? Those have a direct, measurable impact. What about calling your Congressman, or letter-writing campaigns? These have been staples of activism for decades.
If the term “slacktivism” means anything at all, it seems to point to activities surrounding raising awareness, where the goal is not to enact a particular policy or support a particular NGO but to simply get as much public attention to a topic as possible. It seems to be particularly targeted at blogging and social media—and that’s important, for reasons I’ll get to shortly. If you gather a group of people in your community and give a speech about LGBT rights, you’re an activist. If you send out the exact same speech on Facebook, you’re a slacktivist.

One of the arguments against “slacktivism” is that it can be used to funnel resources at the wrong things; this blog post makes a good point that the Kony 2012 campaign doesn’t appear to have actually accomplished anything except profits for the filmmakers behind it. (Then again: A blog post against slacktivism? Are you sure you’re not doing right now the thing you think you are against?) But is this problem unique to slacktivism, or is it a more general phenomenon that people simply aren’t all that informed about how to have the most impact? There are an awful lot of inefficient charities out there, and in fact the most important waste of charitable funds involves people giving to their local churches. Fortunately, this is changing, as people become more secularized; churches used to account for over half of US donations, and now they only account for less than a third. (Naturally, Christian organizations are pulling out their hair over this.) The 60 million Americans who voted for Trump made a horrible mistake and will cause enormous global damage; but they weren’t slacktivists, were they?

Studies do suggest that traditionally “slacktivist” activities like Facebook likes aren’t a very strong predictor of future, larger actions, and more private modes of support (like donations and calling your Congressman) tend to be stronger predictors. But so what? In order for slacktivism to be a bad thing, they would have to be a negative predictor. They would have to substitute for more effective activism, and there’s no evidence that this happens.

In fact, there’s even some evidence that slacktivism has a positive effect (normally I wouldn’t cite Fox News, but I think in this case we should expect a bias in the opposite direction, and you can read the full Georgetown study if you want):

A study from Georgetown University in November entitled “Dynamics of Cause Engagement” looked how Americans learned about and interacted with causes and other social issues, and discovered some surprising findings on Slacktivism.

While the traditional forms of activism like donating money or volunteering far outpaces slacktivism, those who engage in social issues online are twice as likely as their traditional counterparts to volunteer and participate in events. In other words, slacktivists often graduate to full-blown activism.

At worst, most slacktivists are doing nothing for positive social change, and that’s what the vast majority of people have been doing for the entirety of human history. We can bemoan this fact, but that won’t change it. Most people are simply too uniformed to know what’s going on in the world, and too broke and too busy to do anything about it.

Indeed, slacktivism may be the one thing they can do—which is why I think it’s worth defending.

From an economist’s perspective, there’s something quite odd about how people’s objections to slacktivism are almost always formulated. The rational, sensible objection would be to their small benefits—this isn’t accomplishing enough, you should do something more effective. But in fact, almost all the objections to slacktivism I have ever read focus on their small costs—you’re not a “real activist” because you don’t make sacrifices like I do.

Yet it is a basic principle of economic rationality that, all other things equal, lower cost is better. Indeed, this is one of the few principles of economic rationality that I really do think is unassailable; perfect information is unrealistic and total selfishness makes no sense at all. But cost minimization is really very hard to argue with—why pay more, when you can pay less and get the same benefit?

From an economist’s perspective, the most important thing about an activity is its cost-effectiveness, measured either by net benefitbenefit minus cost—or rate of returnbenefit divided by cost. But in both cases, a lower cost is always better; and in fact slacktivism has an astonishing rate of return, precisely because its cost is so small.

Suppose that a campaign of 10 million Facebook likes actually does have a 1% chance of changing a policy in a way that would save 10,000 lives, with a life expectancy of 50 years each. Surely this is conservative, right? I’m only giving it a 1% chance of success, on a policy with a relatively small impact (10,000 lives could be a single clause in an EPA regulatory standard), with a large number of slacktivist participants (10 million is more people than the entire population of Switzerland). Yet because clicking “like” and “share” only costs you maybe 10 seconds, we’re talking about an expected cost of (10 million)(10/86,400/365) = 0.32 QALY for an expected benefit of (10,000)(0.01)(50) = 5000 QALY. That is a rate of return of 1,500,000%—that’s 1.5 million percent.

Let’s compare this to the rate of return on donating to a top charity like UNICEF, Oxfam, the Against Malaria Foundation, or the Schistomoniasis Control Initiative, for which donating about $300 would save the life of 1 child, adding about 50 QALY. That $300 most likely cost you about 0.01 QALY (assuming an annual income of $30,000), so we’re looking at a return of 500,000%. Now, keep in mind that this is a huge rate of return, far beyond what you can ordinarily achieve, that donating $300 to UNICEF is probably one of the best things you could possibly be doing with that money—and yet slacktivism may still exceed it in efficiency. Maybe slacktivism doesn’t sound so bad after all?

Of course, the net benefit of your participation is higher in the case of donation; you yourself contribute 50 QALY instead of only contributing 0.0005 QALY. Ultimately net benefit is what matters; rate of return is a way of estimating what the net benefit would be when comparing different ways of spending the same amount of time or money. But from the figures I just calculated, it begins to seem like maybe the very best thing you could do with your time is clicking “like” and “share” on Facebook posts that will raise awareness of policies of global importance. Now, you have to include all that extra time spent poring through other Facebook posts, and consider that you may not be qualified to assess the most important issues, and there’s a lot of uncertainty involved in what sort of impact you yourself will have… but it’s almost certainly not the worst thing you could be doing with your time, and frankly running these numbers has made me feel a lot better about all the hours I have actually spent doing this sort of thing. It’s a small benefit, yes—but it’s an even smaller cost.

Indeed, the fact that so many people treat low cost as bad, when it is almost by definition good, and the fact that they also target their ire so heavily at blogging and social media, says to me that what they are really trying to accomplish here has nothing to do with actually helping people in the most efficient way possible.

Rather, it’s two things.

The obvious one is generational—it’s yet another chorus in the unending refrain that is “kids these days”. Facebook is new, therefore it is suspicious. Adults have been complaining about their descendants since time immemorial; some of the oldest written works we have are of ancient Babylonians complaining that their kids are lazy and selfish. Either human beings have been getting lazier and more selfish for thousands of years, or, you know, kids are always a bit more lazy and selfish than their parents or at least seem so from afar.

The one that’s more interesting for an economist is signaling. By complaining that other people aren’t paying enough cost for something, what you’re really doing is complaining that they aren’t signaling like you are. The costly signal has been made too cheap, so now it’s no good as a signal anymore.

“Anyone can click a button!” you say. Yes, and? Isn’t it wonderful that now anyone with a smartphone (and there are more people with access to smartphones than toilets, because #WeLiveInTheFuture) can contribute, at least in some small way, to improving the world? But if anyone can do it, then you can’t signal your status by doing it. If your goal was to make yourself look better, I can see why this would bother you; all these other people doing things that look just as good as what you do! How will you ever distinguish yourself from the riffraff now?

This is also likely what’s going on as people fret that “a college degree’s not worth anything anymore” because so many people are getting them now; well, as a signal, maybe not. But if it’s just a signal, why are we spending so much money on it? Surely we can find a more efficient way to rank people by their intellect. I thought it was supposed to be an education—in which case the meteoric rise in global college enrollments should be cause for celebration. (In reality of course a college degree can serve both roles, and it remains an open question among labor economists as to which effect is stronger and by how much. But the signaling role is almost pure waste from the perspective of social welfare; we should be trying to maximize the proportion of real value added.)

For this reason, I think I’m actually prepared to call myself a slacktivist. I aim for cost-effective awareness-raising; I want to spread the best ideas to the most people for the lowest cost. Why, would you prefer I waste more effort, to signal my own righteousness?


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