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Slacktivism and the social benefits of social video: Sharing a video to ‘help’ a cause

机译：懒散主义和社交视频的社会效益：分享视频以“帮助”事业

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Interest in online ‘slacktivism’ is high both within and outside academia, and the online sharing of cause-related campaigns is increasing, but research into the extent to which ‘slacktivism’ applies to the act of sharing online content to ‘help’ a cause is limited. Slacktivism, as used in much of today’s popular discourse, is defined as ‘feel-good online activism [with] zero political or social impact’ (Morozov, 2009). Here, a survey-based analysis investigates social videos’ impacts on U.K. and U.S. viewers. Results show that the stronger viewers’ motivations are to share to help a cause, the stronger their motivations are to find out more afterwards. Further, a case study shows that social videos that motivate viewers to share the video ‘because it’s for a good cause, and I want to help’ (cause-related sharing versus, for example, to appear knowledgeable about a subject), can also prompt real-life actions, including donations. These results indicate that cause-related video sharing does have an impact, and therefore is not slacktivism by Morozov’s definition. Preliminary analysis suggests that of viewers sharing to ‘help’ causes, those discriminating in their choice of sharing audience (narrow vs. broad) are more likely to further engage than indiscriminate sharers. Result patterns from U.S. narrowcast sharers differ from those of other groups, indicating that tie strength and cultural differences may play a role in modifying slacktivist behaviors.
机译：学术界内部和外部对在线“懒散主义”的兴趣都很高，与原因相关的活动在网络上的共享正在增加，但是研究“松弛主义”在多大程度上适用于共享在线内容以“帮助”事业的行为。是有限的。在当今大多数流行的讨论中，懒惰主义被定义为“感觉良好的在线激进主义，政治或社会影响为零”（Morozov，2009年）。在这里，基于调查的分析调查了社交视频对英国和美国观众的影响。结果表明，观众分享帮助事业的动力越强，他们发现更多事后动机就越强。此外，案例研究表明，社交视频可以激发观众“因为有充分的理由，并且我想提供帮助”来分享视频（原因相关的分享而不是例如对某个主题有所了解）及时采取实际行动，包括捐赠。这些结果表明，与原因相关的视频共享确实会产生影响，因此按莫罗佐夫的定义，这并非懈怠。初步分析表明，在分享“帮助”原因的观众中，那些选择分享观众的人（狭义与广泛）比不分青红皂白的分享者更可能参与其中。美国窄播共享者的结果模式与其他群体的结果模式不同，这表明联系强度和文化差异可能在改变懒散主义者的行为中起作用。

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