1.
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warm-GLOW giving,
ENCOURAGES IMPURE ALTRUISM
AND HOW cyber-activism
By Colleen Yau

2.
“cyber-activism”
Is the use of digital
social causes.
Communication technologies,
Such as social media,
Eg. ALS Ice Bucket Challenge,
#bringbackourgirls
To support and advance
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(12)

3.
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On Social media makes it easy
Social
Social
issues,
without
taking
issues. We do not have to leave
effort, or make any real action.
However, cyber-activism
To ”appear” engaged in social
our computers, put much (12)

4.
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Cone communications found that
among 1200 Americans, 70%
social issues and how to create positive social change offline,
Say they use digital media to learn ABOUT
But only 25%followed through in
real life.
(10)

5.
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Why
is there
No action
In real life
cyber activism on social media,
such as “liking” and “sharing”
social causes and donations,
is often motivated
by self-interest, known
As warm-glow giving,
”
“
Eg. boosting self esteem.
(1)
(14)

6.
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“SOcial media has made us
Oxford University Internet Institute
think more about ourselves.”
- Dr. Bernie Hogan,
(9)

7.
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our self esteem is based on
public contingencies ,
Such as others’ approval
Andoutdoing competition.
(4)

8.
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We”like” and
“share” social
Issues on
As a Way of
Social media
presenting
A good side
Of ourselves for
Others to see
And approve.
(11)
(9)

9.
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“social sharing of information is
Sharing Information. It’s about the sharer
letting everyone know that
they are knowledgeable or
right-thinking or caring.”
often not actually about
– Katherine Connell
(2)

10.
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Marco Castillo et al
Found that
individuals who make a donation
To charity are more likely to share
This event through a general Facebook wall post,
rather than direct message,
And larger donations increase the willingness
to share this event on Facebook by 4%.
(1)

11.
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We”like” and
“share” social
Issues on
As a form of
Social media
Social
To look better
than Others, and
Outdo
Competition.
comparison
(4)
(8)

12.
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“Humans are naturally competitive.”
- Christine Erickson
(4)

13.
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Croson and Sheng Found
that donors who were told that another
member had donated $300, would give
29% more than those donors who
who were not given this information.
(3)

14.
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However, if our cyber-activism is
is motivated by warm-glow giving
then cyber-activism can
Encourage impure altruism.
And boosting self esteem,

15.
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is the selfless concern
Altruism is
for the welfare of others.
- The American Heritage Dictionary of the English Language
(6)
Pure

16.
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But when we attribute our
warm-glow giving and self-interested
cyber activism as pure altruism, we
Mistakenly view ourselves as
altruistic.

17.
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“I share, therefore I am.”
- Sherry Turkle
(13)

18.
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“I “share” and “Tweet”
and “like” and “donate”
to social causes online,
therefore I am altruistic.
Similarly,
I have contributed enough to the cause.

19.
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University of British Columbia found that
likely to donate to that cause.
people who “liked” a cause
on Facebook were less
(7)

20.
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we think we have displayed
online.
Pure altruism and done our part
by simply being engaged
Why?
(2)

21.
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“In their minds, they
have already contributed to
the cause.”
- Scott Gilmore
(7)

22.
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DOMINATED SOCIAL MEDIA and conversation
Activists in Nigeria Tried to reignite the trend
However, there was littleinterest from
International news outlets, and
IN THE SPRING, but was gone by the summer. In October,
and create a worldwide week of action.
social media.
#BRINGBACKOURGIRLS
Consequently,
(10)

23.
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Do not participate
In cyber-activism alone.
Actively seek out real life involvement,
Or even organize your own event.
Campaign with friends
therefore
(10)
(5)
(8)

24.
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A click is not enough to have impact on the world.“ ”
Let’s encourage true altruism that
goes beyond social media.
(10)

25.
(1) Castillo, M., Petrie, R., & Wardell, C. (2014). Fundraising through online social networks: A field experiment on peer-to-peer solicitation. Journal of Public Economics, 114,
29-35.
(2) Connell, K. (2014, April 25). The shallow selfishness of social media sharing. The Federalist. Retrieved from
http://thefederalist.com/2014/04/25/the-shallow-selfishness-of-social-media-sharing/
(3) Croson, R. & Sheng, J. (2009). A field experiment in charitable contribution: The impact of social information on the voluntary provision of public goods. The Economic
Journal, 119(540), 1422-1439
(4) Erikson, C. (2013, Feb. 15). The social psychology of the selfie. Mashable. Retrieved from http://mashable.com/2013/02/15/social-media-and-the-selfie/
(5) Faw, L. (2012, Oct. 23). Are millennials lazy or avant-garde social activists? Forbes. Retrieved from
http://www.forbes.com/sites/larissafaw/2012/10/23/are-millennials-lazy-or-avant-garde-social-activists/
(6) Gershbein, J.D. (2014, Jan. 12). Altruism in social networking: Doing good deeds online. The Huffington Post. Retrieved from
http://www.huffingtonpost.com/jd-gershbein/altruism-in-social-networ_b_6249494.html
(7) Gilmore, S. (2014, Nov. 11). The problem with #slacktivism. Maclean’s. Retrieved from http://www.macleans.ca/society/the-real-problem-with-slacktivism/
(8) Harper, F., Li, S., Chen, Y., & Konstan, J. (2007). Social comparisons to motivate contributions to an online community. Persuasive Technology, 4744, 148-159
(9) Harvey, D. (2014, Jun 12). Has social media made young people more selfish? BBC. Retrieved from
http://www.bbc.co.uk/newsbeat/article/27810059/has-social-media-made-young-people-more-selfish
(10) Kielburger, C., & Kielburger, M. (2015, April 10). A click is not enough to have impact on world. Canoe News. Retrieved from
http://cnews.canoe.com/CNEWS/World/2015/04/10/22337541.html
(11) Ma, W. & Chan, A. (2014). Knowledge sharing and social media: Altruism, perceived online attachment motivation, and perceived online relationship commitment.
Computers in Human Behavior, 39, 51-58.
(12) Stern, C. (2015, Mar. 31). In praise of clicktivism. The Huffington Post. Retrieved from
http://www.huffingtonpost.com/caryl-m-stern/in-praise-of-clicktivism_b_6978314.html
(13) Turkle, S. (2013, Dec. 15). The documented life. The New York Times. Retrieved from http://www.nytimes.com/2013/12/16/opinion/the-documented-life.html?_r=0
(14) Widdowson, N. (2014, May 20). Can social media increase altruism? Queensland University of Technology. Retrieved from
https://www.qut.edu.au/news/news?news-id=72817
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