The ALS Ice Bucket Challenge

This summer if you were on social media you heard about the ALS Ice Bucket Challenge. The concept was simple, just film yourself dumping a bucket of ice water over your head, challenge your friends to do the same, and donate ten dollars to the ALS Association. Opt out and donate one hundred dollars (Madison). Many Americans did not know what ALS was and by putting this challenge on social media has brought tons awareness to this devastating disease. Activism used to be taking action to bring social change, people in the 1960s used to gather in front of community centers and protest and or speak about their issue or cause. Now even though people still gather together it is much easier to use the internet. Hundreds of social media applications

In order to use social media to promote your advocacy, online activist need to know the effects social media has on activism. The first effect of communication is audience engagement is needed. Many of the issues that went viral like the ALS ice bucket challenge had some sort of audience appeal. The supporters were doing an action and challenging their friends to do it also. By doing that, it was raising awareness and gaining donations. On the word of an article about the ice bucket challenge stated, its playing on what you know young people do, and you are using that to create this awareness and raise money (Madison). This generation is always trying to outdo themselves, who is going to be the next big youtube sensation. The winners of this knowledge monopoly is all the groups whose activism worked and got recognition. The losers are the advocates whose issues got "liked" by slacktivist, maybe someone shared a post but it did not go viral. Secondly, putting activism on social media is a given, it is a place where the supporters are already at. In an article in Psychology Today, Pamela Rutledge, PH.D. says social media is changing public awareness by the word of mouth persuasion (Rutledge). Social media users often connect to those who have their same views, finding supporters of an issue or cause on social media should amplify the advocacy. For example, according to the article in the Sentinel, since the ice bucket challenge went viral, the ALS Association has seen more than one million new donors and received more than 80 million dollars in donations as of August 2014 (Madison). Even though the ALS ice bucket challenge was a success and proves activism on social media can work it can set up some advocates for failure. The unexpected consequences of the effects on social media activism is that people are thinking that they can do the next ice