Activism in the Digital Age
In the age of social media, most people, young and old, get their news from different social media sites. Studies done in the United States suggest that social media platforms such as Facebook, X, and YouTube are the main news sources for adults, and the numbers are rising. The situation in Pakistan is slightly different, as a survey suggests that only one in five Pakistanis gets their news from the internet. However, I believe this number is only low due to the lack of widespread access to smartphones, the internet, and media literacy.
These statistics mean that anyone, anywhere, and at any given moment can access all the atrocities that are taking place around the globe. They see not only the news but also what other people, such as their friends, family, favourite celebrities, or the businesses they follow, are doing in reaction to a tragedy that occurred. It then turns into a competition and a race starts to show how much you care or how much your favourite celebrity does – if they do at all – how much you have donated, how many slogans you identified with, how much merchandise like flags you own, or how fast you changed your profile picture in solidarity. And if someone does not take part in the aforementioned activities publicly, they are questioned about it.
What is Performative Activism?
Performative activism, also called slacktivism, is a pejorative term referring to activism done to increase one’s social capital rather than because of one’s devotion to a cause. It is not a frontline fight for justice; it is rather an illusion of one. Performative activism isn’t entirely negative; it can increase awareness and engage more people in important conversations. However, many participants in performative activism are often uninformed about the true impact of their actions; they are following the herd, which can inadvertently support capitalistic interests rather than the cause itself. This is where the problem lies.
A widely regarded example of this phenomenon occurred during the Black Lives Matter movement in 2020, when millions of people online started posting black squares with the #BlackLivesMatter, and as a consequence of their uninformed action, important information and resources containing the same hashtags that were meant to reach victims were overshadowed by an empty black square.
Performative Activism and the Capitalist
Have you noticed people wearing more apparel depicting the Palestinian flag, the slogan “Free Palestine,” or a watermelon since October 7th? Or have you seen an ad for it? Financial capital is central to any social justice movement, giving advocates the resources to implement change. In that sense, where an activist’s money ends up, whether performative or otherwise, is crucial to the effort. It is a common practice for non-profit organizations to participate in social entrepreneurship or to collaborate with other businesses to raise funds for their cause, like the Palestinian solidarity campaign, which has set up shop on its website that helps fund their efforts for the Palestinian people.
Amazon is one of the largest investors for the Israeli government & military in helping it store intelligence, as reported by several media outlets. At the same time, you can purchase for just $19.99 a shirt with a Palestinian flag on it from the tech giant and get the apartheid delivered to your door. This listing has 16 reviews. Or if you choose to stream Ukrainian artists on Spotify to support them, the CEO invests that money into an AI military start-up developing drones to be used in war zones.
Moreover, this trend is not limited just to big brands like Amazon. Most did not hesitate to jump on the justice train to gain new consumers or satisfy existing ones. Local Pakistani brands such as Hijabi and Tyfit have also stepped up. Hijabi has multiple pieces up on their websites, ranging from shirts and bandanas to keffiyehs and tote bags in a prices ranging from Rs350 to Rs1,950, while Tyfit has one T-shirt you can purchase for a discounted Rs1,200. Yet, there is no information on either brand’s websites or social media accounts concerning the profits generated from these products or any other means of support extended to the Gazans through them.
When I approached each company to learn more about their business model, Tyfit did not reply, and Hijabi only replied that they would get back to me. Though it may be evident that these companies do not intend to cause harm to the Palestinian people. They are still consciously profiting from their suffering by selling performative clothing rather than taking meaningful action, especially when such action could directly benefit the cause and could be easily integrated into their business model.
With examples ranging from giants like Amazon and Spotify to local brands, it becomes clear how activism can be exploited for commercial gain. Performative activism blurs the lines between genuine support and capitalistic exploitation. As we navigate through the digital age, both brands and individuals need to be incredibly mindful of their actions when dealing with atrocities and their reactions to them. This demands critical thinking, informed decision-making, and a commitment to learning about the true impact of those decisions.
So, next time you consider buying activism-themed merchandise, take a moment to investigate the brand’s transparency and commitment to the cause. And actively choose to support brands that clearly state how their profits will benefit the people they seem to advocate for. Your choice can make sure your activism is a force for good and not one for capitalistic exploitation.
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The views and opinions expressed in this article/paper are the author’s own and do not necessarily reflect the editorial position of Paradigm Shift.
Manhal Zaka Khan is a writer currently interning at Paradigm Shift. She is pursuing a bachelor's degree in social sciences at SZABIST Karachi, majoring in international relations. Her writing interests encompass all areas of the social sciences, as she explores and examines the world through a critical and analytical perspective.
