The Online Activist: Making Charity Cold as Ice

There have been many commentaries on the ALS Ice Bucket Challenge, hereafter IBC, including some by my colleagues at Annenberg. I have very mixed feelings about the challenge and they are quite scattered. I will attempt, then, to parse some of my more scholarly opinions on the matter in my overall criticism of the challenge as an event in narcissism and exploitation that has ultimately generated a lot of money for a great cause. In this sentence, I want it to be clear that the process by which these donations are raised is where my primary concern lies and not with the cause itself. Certainly, encouraging donations is a positive enterprise, but I am not completely deontological in that I feel that a critical look at the process and means by which these are obtained are necessary.

Retrieved from this site.

My first issue with the IBC is the notion of "challenge." There has been an increase of challenge and dare activities on the Internet where people are constantly trying to one-up each other. We had planking, for example, where people would try and lie supine on random objects, often in danger. The more dangerous or precarious the planking, the more valuable in terms of Internet clout. Then, came the video challenges by which people were dared to do something inherently dangerous, like jump off a bridge. Not surprisingly, this resulted in the deaths of a few people after drowning trying to meet the dare. Though meant as harmless fun (of which even my lovely siblings have participated in), these challenges raise important questions of safety and what activities the Internet are encouraging off-line. Others have been injured in so-called "cold water plunges" that are often media stunts to raise money for charities or certain causes. These challenges raise questions of agency and the choice of the "dared." When we are really talking about life and death, how can we not see challenge culture as a negative aspect of the Internet that encourages risky and dangerous behavior?

Planking on the edge of a building. Retrieved from this site.

These "I nominate X, X, and X" phrases remind me of the chain letters of the 90s where you had to forward these ridiculous stories (in Yahoo and Hotmail, typically) or someone would come kill you in the evening. What actually happens if you don't accept an IBC, cold water challenge, or forward a chain email? Absolutely nothing. The challenge culture simply takes your unwillingness to do a dare from middle school slumber parties to a global audience. In a word, it's childish. The maintenance of these challenges perpetuates the dangerous culture of one-upping and daring, although not specifically present in the IBC. What we communicate has essentially stayed the same, but how we communicate it has changed. Ong would see the evolving communication technologies as simply offering new forms that communication can take, such as the dare. The IBC has the countdown clock and the threat of non-compliance that email chains (and blackmail, by the way) have to motivate people to act. The dare takes the spirit of altruism out of the donations, because it is reduced to the act of one-upping others, blending in with the crowd, and passing the dare on to others.

My second issue is the notion that this particular charity is particularly worthy, or that I am forced to donate to this particular one. I think that donating to charity is definitely a worthwhile cause and one that the IBC has reminded me that I should do more of. But, why ALS? They have simply come up with this marketing campaign. They, like all charities, are not particularly worthy or more deserving than so many other of the great charities out there that one could donate to. Why should my choice in charity donation be limited because of a "dare" I receive on Facebook? Why shouldn't I donate to a charity that I care about? That I believe does good work? That I feel is not getting enough attention? Perhaps I have been personally affected by close family member having Alzheimer's or diabetes and wish to donate to them. Is this somehow less acceptable because I am not performing the dare made of me? Why should someone else decide where I give my money? This article brings up important concerns about what the money will be used for and the benefits of massive donations to a specific charity (especially one like ALS which focuses on research and impacts very few people).

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My third issue is the performative aspect of the challenge that promotes narcissism and exhibitionism rather than a concern for the charity. Why should I have to dump water on my head to do a good deed? Not to mention the many concerns this has raised in California because of the drought. Why do I have to film it and share it with others? Why isn't donation a private act that doesn't need public display? Because it's not about my donation, it's about me. It's about my public performance of doing good work. Modern culture cannot do a good deed without getting recognized for it. We need public recognition of every A, every act of kindness, every charity. Dumping water is about including myself in the story of ALS and its success, about feeling good about my involvement. The IBC reminds me quite strongly of the "Fitch the Homeless" movement where people donated all of their Abercrombie & Fitch clothes to the homeless. On the surface, just like the IBC, this campaign did provide many donations of much-needing clothing for the homeless. But, this campaign leaves a similarly negative taste in my mouth because of the reasoning behind the actual donations. They were not out of the sake of the good deeds or that the homeless were in need, but that we were getting back at Abercrombie & Fitch CEO would made comments about his clothing being only for "cool kids." Yes, in response to this statement, let's donate all of the Abercrombie & Fitch clothing to the most non-cool kids ever. As this article put it: "what [this campaign] ends up doing is using people experiencing homelessness as pawns to make a political statement." The IBC similarly exploits the narcissism and dare culture of the Internet to encourage donations. Is the end result a positive? Definitely. But should we condone these types of reasons to donate? Absolutely not.

Retrieved from this site.

Donations are not a matter of being dared or used as a way to spite others. Donations should be about caring, giving, appreciating others, working monetarily towards a cause that you believe in. If this is the new way that people donate, then it changes the dynamics of charity, and may shift our thinking so that we require dares and challenges to make a donation. We couldn't act independently or privately for the benefit of a cause, but would need to publicly present ourselves and declare that others must congratulate or copy us in order for the good deed to be meaningful.

I want to reiterate that I think the donations raised about the IBC are absolutely amazing. I never would have thought that reinvigorating the giving spirit (sort of) especially for my generation could be done so successfully (especially after the Kony 2012 disaster). I think that the impassioned speeches of my colleagues on Facebook have been well heard and I do not look down or condemn anyone for doing the IBC. I merely wish to raise questions (albeit rather passionately myself) about the purpose of these type of videos, what they are actually promoting, and the motivations behind the good deeds that make me skeptical of the lasting power of this campaign and others that may try to imitate it.

I will not participate in this if someone challenges me. I've decided that I don't want to perpetuate a culture that made my brother jump off of a bridge, take away people's agency in deciding to donate, or reducing the act of charity to an event in narcissism. I do think that donations are a positive act and this challenge has caused me to see that people don't donate enough. I may donate because of this, I may not. It may be to ALS, it may be to a different charity, or none at all. But, I will not make it a public spectacle or "dare" others to have the giving spirit or shame them into performing for a Facebook audience. Instead, I encourage everyone to see the larger message in the beauty of charity and reject the process by which this challenge is perpetuated.