Abstract

In digital activism, the integration of gamification has reshaped how individuals engage with social causes online. While gamified activism increases accessibility, visibility and participation, it also presents critical risks that may compromise its long-term impact. Through examining high-profile campaigns such as the ALS Ice Bucket Challenge, #NoMakeupSelfie and the #MeToo movement, this paper illustrates how gamification can mobilize mass support, drive virality and achieve tangible outcomes, including significant fundraising and policy change. However, it also examines the limitations of this approach, including the spread of misinformation, the prevalence of performative activism and the reduction of complex socio-political issues into simplified narratives. Through critical analysis of movements such as #SavetheChildren and Black Lives Matter, the paper highlights how engagement mechanisms can distort core messages. This paper argues that for gamified activism to effectively catalyze social change, it must be guided by intentional strategies that prioritize accuracy,  meaningful participation and long-term impact.  

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In today’s digital age, social media has become a powerful tool for activism, transforming how individuals learn and engage with social causes. One of the most significant developments in this space is gamification in activism, which is defined as “… the use of game mechanics and experience design to digitally engage and motivate people to achieve their goals” (Bohyun, 2015, p. 14). By making activism more accessible and engaging, gamification has lowered barriers to entry, allowing a broader audience to contribute to causes with a simple click, share, or challenge. The ALS Ice Bucket Challenge, #NoMakeupSelfie, and #MeToo movement demonstrate how game-like mechanics can mobilize global support and generate real-world impact. This paper argues that while gamification has significantly enhanced the accessibility and engagement of digital activism, it presents inherent risks, such as the spread of misinformation, performative activism and the oversimplification of complex issues.  

Social media platforms have transformed activism by making it easier for individuals to engage with social causes in an interactive and participatory way. Traditionally, activism required significant commitment, often involving physical presence at protests, petitions or volunteering (Frick, 2016, p. 97). However, with the rise of digital platforms, activism has become a more accessible and gamified experience. Social media has allowed virtual campaigns, where users can support causes through simple actions without geographical constraints. This shift has made activism more accessible, enabling those with limited time or resources to participate. 

Gamified activism incorporates game mechanics – such as challenges, rewards, and social participation – into social and political movements (Bohyun, 2015, p. 14). These game mechanics are embedded into activism, making it more appealing and easier to engage with. The ALS Ice Bucket Challenge and the #NoMakeupSelfie campaign are examples of successful gamified activism, highlighting how these digital movements have gained widespread attention and created a lasting impact. 

The ALS Ice Bucket Challenge is likely the most famous example. By encouraging participants to pour ice-cold water over themselves and challenging others to do the same, the campaign utilized viral sharing and simple participation to raise awareness for ALS (amyotrophic lateral sclerosis). This challenge went viral across Facebook and Instagram, engaging millions globally (Schlaile et al., 2018, p. 953). Similarly, the #NoMakeupSelfie campaign is another example of gamified activism that raised awareness for cancer research. Individuals posted selfies without makeup, encouraging others to do the same and using the hashtag to show solidarity (Deller & Tilton, 2015, p. 1791). 

Although neither campaign originated from direct connections to cancer research or ALS, both illustrate how specific actions can gain significant traction and go viral online. Pouring ice-cold water over one’s head does not directly correlate with ALS, but the act’s simplicity, ability to create a humorous reaction and easiness to replicate made it highly shareable and accessible (Schlaile et al., 2018, p. 950). Likewise, the #NoMakeupSelfie trend initially had no association with cancer research. The campaign began as a response to criticism aimed at a celebrity attending an award show without makeup, which prompted a wave of support from individuals posting makeup-free selfies in solidarity with the hashtag (Deller & Tilton, 2015, p. 1750). As the trend gained momentum, it became linked with cancer awareness and fundraising efforts. These examples demonstrate how gamified elements can successfully engage a global audience, raise awareness and drive real-world impact. With a widespread reach, social media platforms provide an ideal setting for these movements to succeed, offering the tools and infrastructure necessary for rapid participation and mobilization. 

The rise of gamification has numerous benefits, including increased accessibility, virality and fundraising potential. By incorporating game-like elements, social movements have attracted broader participation, making it easier for people to engage with causes. For instance, the ALS Ice Bucket Challenge required minimal effort as it offered an easily accessible way for anyone with internet access to participate. All that was required was to record a video of oneself performing the challenge, post it on social media and nominate others to do the same. The simplicity made the campaign globally accessible. 

Gamified activism thrives on simplicity. Campaigns such as the ALS Ice Bucket Challenge succeeded due to the low-effort participation needed and the effective use of social dynamics. Despite limited time or resources, the viral nature of hashtags, challenges, and peer participation makes it easy for users to feel connected and involved.

Additionally, gamified activism often taps into the social dynamics of online communities. Social media platforms thrive on user-generated content and interaction with followers, creating a sense of belonging and encouraging people to participate in social causes. The #NoMakeupSelfie campaign is an example in which participants contributed simply by posting a picture without makeup. The low-effort participation appealed to a broad audience, showing how simple actions can drive awareness and involvement.  

Gamified activism also has a distinct advantage in terms of virality. Hashtags, challenges, and shareable content amplify movement by prioritizing content that generates high engagement.  For example, the #BlackLivesMatter movement, though not gamified initially, harnessed elements of gamified engagement, such as viral hashtags and user-generated content. When people engage in challenges or share a post with a hashtag, it contributes to the movement’s collective reach. This viral effect amplifies the message and brings social issues to a larger audience. 

Gamification activism can also lead to real-world outcomes, including substantial fundraising. The ALS Ice Bucket Challenge raised over $115 million, proving how digital participation can translate into tangible change (Schlaile et al., 2018, p. 953). Participating in the challenge functioned as a symbolic gesture of solidarity, which was typically paired with a statement announcing a donation, while the caption often included a call to action to encourage others to contribute as well (Li & Wen, 2017, p. 219). 

Gamified activism is also capable of achieving tangible social and policy impacts. For instance, the #MeToo movement, which gained momentum through social media with survivors coming forward and speaking about experiences with sexual harassment, led to significant cultural shifts and policy changes around the world regarding sexual harassment in the workplace (Sun, 2020, p. 249). The campaign demonstrated the potential for social media to act as a vehicle for long-term change and not just a viral trend. 

Compared to traditional activism, which often requires physical presence, gamified activism lowers the bar for participation. Making participation more accessible enables a broader range of individuals to engage in social causes. Gamified activism capitalizes on the viral dynamics of social media, fostering widespread awareness, and it can lead to tangible real-world outcomes, including significant fundraising and policy change. However, while these benefits are clear, it is essential to recognize the risks and challenges that gamification in activism also brings. 

One of the biggest concerns surrounding gamified activism is its potential to spread misinformation. Social media prioritizes engagement over accuracy, and activism campaigns that rely on viral trends often lack the depth and fact-checking necessary for responsible advocacy. In some cases, gamified activism can spread misleading, outdated, or even false information, diverting attention and resources from legitimate efforts. An example of this is the #SaveTheChildren movement, which initially aimed to raise awareness about child trafficking and exploitation. However, as the hashtag gained traction, the feeds got filled with conspiracy theories and misinformation (Moran & Prochaska, 2023, p. 3198). A movement that started as a genuine effort to protect vulnerable children turned into a digital ecosystem of misinformation, distracting from legitimate child welfare organizations and initiatives.

The issue with gamified activism is that it is difficult to correct once misinformation spreads. Users who engage with viral trends often do not take the time to verify the sources of the information, and social media algorithms prioritize content that evokes emotional reactions rather than factual accuracy. This can lead to well-intentioned activism campaigns doing more harm than good. To reduce the risk, digital activists and social media platforms must strengthen fact-checking tools and prioritize campaigns that promote accuracy and trustworthiness. 

Another major criticism of gamified activism is that it can encourage performative activism. A prime example is #BlackoutTuesday, a campaign that emerged in response to the Black Lives Matter movement in 2020. Instagram users posted black squares to show solidarity with the movement. However, the flood of black squares on feeds disrupted essential resources and updates being shared by activists on social media (Levinson, 2023, p. 565). The campaign illustrated how social media trends can encourage mass participation without necessarily fostering meaningful change. 

This issue was further compounded by the design of gamified activism itself. Many campaigns focus on metrics such as likes, shares, and participation numbers rather than concrete policy changes or direct action. When activism becomes a form of social validation, it risks losing its true purpose. To combat performative activism, organizations and activists must design gamified campaigns that go beyond surface-level engagement. Encouraging individuals to take additional steps to participate can help ensure that digital activism leads to real-world change. 

Gamified activism often reduces nuanced social and political issues into simplified slogans, hashtags or viral challenges. While this can make activism more digestible for a broad audience, it also risks changing the reality of complex issues. When activism is framed as a game, it can create the false impression that real change is as simple as completing a challenge or sharing a post. 

An example of this is the current digital activism surrounding Palestine. The ongoing conflict between Israel and Palestine is deeply rooted in historical, political and social complexities. However, many social media campaigns attempt to distill the crisis into simplified narratives that do not fully capture the depth of the issue. Viral trends such as changing profile pictures or sharing infographics without content can obscure the real struggles faced by those affected. 

While hashtags such as #FreePalestine have been effective in drawing global attention (Eshet & Berger, 2023, p. 504), there is also a risk of reducing a decades-long conflict into a trend-driven social media movement. Some posts share outdated or misleading information, while others focus on engagement metrics rather than spreading awareness (Eshet & Berger, 2023, p. 504). Sharing a post might create the illusion to social media users that it contributes to the cause, but it does not result in meaningful change. To maximize its positive impact, activists and organizations must design digital campaigns prioritizing accuracy, meaningful participation and long-term engagement. Otherwise, the same tools that make activism more accessible may also undermine its effectiveness. 

Overall, the gamification of activism has made social causes more accessible, interactive and widespread. By integrating game mechanics into digital advocacy, movements such as the ALS Ice Bucket Challenge and #MeToo have mobilized millions and achieved real-world outcomes. However, the same qualities that make gamified activism powerful can also weaken it when misused. The risks of misinformation, performative engagement, and oversimplification are not minor flaws but central challenges that must be addressed to preserve the integrity of digital activism. To move forward, activism and organizations must design campaigns emphasizing factual accuracy, long-term engagement and tangible action beyond the screen. With thoughtful design and responsibility, gamified activism can continue to serve as a vital tool for social change.

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References

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