What is the issue?

♤ Critics of clicktivism state that this new phenomenon turns social movements to resemble advertising campaigns in which messages are tested, click through rate is recorded, and A/B testing is often done.

♤ In order to improve these metrics, messages are reduced to make their "asks easier and actions simpler."

♤ This in turn reduces social action to having members that are a list of email addresses, rather than engaged people.