Clicktivism is ruining leftist activism
A battle is raging for the soul of activism. It is a struggle between digital activists, who have adopted the logic of the marketplace, and those organisers who vehemently oppose the marketisation of social change. At stake is the possibility of an emancipatory revolution in our lifetimes. The conflict can be traced back to 1997 when a quirky Berkeley, California-based software company known for its iconic flying toaster screensaver was purchased for $13.8m (£8.8m). The sale financially liberated the founders, a left-leaning husband-and-wife team. The trouble is that this model of activism uncritically embraces the ideology of marketing. Clicktivists utilise sophisticated email marketing software that brags of its "extensive tracking" including "opens, clicks, actions, sign-ups, unsubscribes, bounces and referrals, in total and by source". Gone is faith in the power of ideas, or the poetry of deeds, to enact social change.
Related: New Media