Excerpted from Micah White:

“Novel for its combination of the ideology of marketing with the skills of computer programming, MoveOn is a major center-leftist pro-Democrat force in the US. It has since been heralded as the model for 21st-century activism.

The trouble is that this model of activism uncritically embraces the ideology of marketing. It accepts that the tactics of advertising and market research used to sell toilet paper can also build social movements. This manifests itself in an inordinate faith in the power of metrics to quantify success. Thus, everything digital activists do is meticulously monitored and analyzed. The obsession with tracking clicks turns digital activism into clicktivism.

Clicktivists utilize sophisticated email marketing software that brags of its “extensive tracking” including “opens, clicks, actions, sign-ups, unsubscribes, bounces and referrals, in total and by source”. And clicktivists equate political power with raising these “open-rate” and “click-rate” percentages, which are so dismally low that they are kept secret. The exclusive emphasis on metrics results in a race to the bottom of political engagement.

Gone is faith in the power of ideas, or the poetry of deeds, to enact social change. Instead, subject lines are A/B tested and messages vetted for widest appeal. Most tragically of all, to inflate participation rates, these organizations increasingly ask less and less of their members. The end result is the degradation of activism into a series of petition drives that capitalize on current events. Political engagement becomes a matter of clicking a few links. In promoting the illusion that surfing the web can change the world, clicktivism is to activism as McDonalds is to a slow-cooked meal. It may look like food, but the life-giving nutrients are long gone.

Exchanging the substance of activism for reformist platitudes that do well in market tests, clicktivists damage every genuine political movement they touch. In expanding their tactics into formerly untrammeled political scenes and niche identities, they unfairly compete with legitimate local organizations who represent an authentic voice of their communities. They are the Wal-Mart of activism: leveraging economies of scale, they colonize emergent political identities and silence underfunded radical voices.

Digital activists hide behind gloried stories of viral campaigns and inflated figures of how many millions signed their petition in 24 hours. Masters of branding, their beautiful websites paint a dazzling self-portrait. But, it is largely a marketing deception. While these organizations are staffed by well-meaning individuals who sincerely believe they are doing good, a bit of self-criticism is sorely needed from their leaders.

The truth is that as the novelty of online activism wears off, millions of formerly socially engaged individuals who trusted digital organizations are coming away believing in the impotence of all forms of activism. Even leading Bay Area clicktivist organizations are finding it increasingly difficult to motivate their members to any action whatsoever. The insider truth is that the vast majority, between 80% to 90%, of so-called members rarely even open campaign emails. Clicktivists are to blame for alienating a generation of would-be activists with their ineffectual campaigns that resemble marketing.”