The gap between online activism and real action

The growing disconnect between digital “activism” and on-the-ground change happens when people begin protesting for their social media feeds rather than meaningful progress.

By: Gabriela Martinez, Staff Writer 

Performative protesting blurs the lines between genuine activism and “clout chasing,” as individuals attend protests for views and followers rather than true commitment to the cause.

In an era where social media amplifies every act of dissent, performative protesting has become a growing concern. Slacktivism is a term often used,“which refers to political activities that have no impact on real–life political outcomes, but only serve to increase the feel–good factor of the participants.” 

“I think performative protestors are upsetting because they don't really care about the cause,” says Graciela Marquez, an 18-year-old nursing major. “They’re just doing it for the trend most of the time.”

Online, when people share informative posts without learning the facts, the possibility of spreading misinformation can rapidly occur and can drown out the voices of those with lived experience. In person, “photo‑ops” that prioritize visibility over meaningful action can risk the wasting of important resources and diminish trust within the communities they aim to help. 

Performative activism can often discourage more effective, long‑term commitments such as volunteering, policy advocacy, or donating to effective organizations. Ultimately, the energy spent on empty gestures could be redirected toward concrete steps that create measurable change.

In the last three years, data has consistently shown that a sizable share of “activism” on social media is largely symbolic rather than important. A 2022 survey by the Pew Research Center found that 48 percent of U.S. adults who say that they supported the Black-Lives-Matter movement mainly contributed by “liking or sharing” posts. 62 percent of global consumers noted brands such as AT&T, Walmart, Amazon, and McDonald's have shown rainbow logos in support during Pride Month, while still funding anti-LGBTQ legislators. Only 9 percent of TikTok videos tagged #ClimateJustice included calls to action, with 73 percent being mere reaction videos. 

These numbers show that digital signaling is common, but translating it into real-world impact is still relatively rare. Gen Z’s heavy reliance on TikTok and X has amplified both performative protesting and social media-driven performative activism. 

Viral challenges and “hashtag activism” can trend worldwide within hours, yet many participants stop at the share button, leaving the underlying movements they spotlight under-resourced.