Impact of “Likes” and “Shares” on Moral Outrage: Do We Care or Merely Keyboard Warriors?

In a thriving social era where “likes” and “shares” have become indicators of our social image, are we becoming shallow in understanding the world around us? Most of the time, we don’t even know whether we are chasing an illusion or a reality.

How many of you remember the ALS Ice Bucket Challenge? Ice Bucket Challenge videos inundated social media platforms, from YouTube to Facebook, as people challenged others to raise awareness about ALS.

Once completed, the participants shared their videos on social media, using the hashtag #IceBucketChallenge, and nominated three more people to participate.

Source: Google Image

Believe it or not, it’s been nine years since the ALS ice bucket challenge went viral! As reported, more than 2.4 million videos were tagged on Facebook as part of the challenge, and $115 million was donated to the ALS Association — more than twice what the charity raises in a regular year.

So, can social media fuel positive change? The answer is definitely yes!

Let’s explore the other side of the story. How many of you know exactly what ALS stands for?

You might recall the minutest details of the challenge but struggle with describing the medical condition itself. So, in a world where social media feeds are infinite by design, our continuous scrolling is generally mindless or automatic rather than a choice.

Does getting likes and shares measure real empathy when the end goal is to ‘get viral’?

The Psychology of Online Outrage Culture

It is proven that our brains are wired to react strongly to perceived injustice. For many, platforms like Twitter, Facebook, and Instagram have emerged as credible outlets.

Fueled by algorithms that amplify the content designed to provoke strong reactions, the ‘getting viral’ phenomenon becomes the benchmark of every coverage.

But does a high number of likes and shares truly represent the positive impact of social media on activism?

While some argue that online outrage does feel righteous at the moment, does it lead to long-term change? Behind the screen, empathy and nuance tend to fade away, and conversations descend into toxic polarization.

Performative activism like slacktivism, callout culture, and cancel campaigns prioritize symbolic wins over more significant change.

How Social Media Is Changing News Consumption

Over the last decade, the way we consume news has been completely overhauled, and there are many reasons for its popularity as a new medium.

One of the biggest changing trends in news consumption is the rise of social media. The evolving patterns of news consumption primarily revolve around an easy way to access news to their feeds.

It has allowed many voices to be heard. It has fostered a democratized news ecosystem and allows more diverse viewpoints.

But it has some disadvantages too with unfortunately massive impact on the society. Social media and the future of news are changing with evolving news habits in the digital era.

With the social world at their fingertips, people can curate their news feeds by being selective. This allows people to make “echo chambers” that strongly reinforce their beliefs.

The shareability component of social media makes it easy for fake news and misinformation to spread faster.

Do you struggle with a short attention span?

All thanks to the swiping world that encourages shallower news consumption. Last but not least, the news you consume is governed by algorithms, showing each person different content. Here comes the “filter-bubble” effect that drastically shapes the news diet.

Regarding news comprehension, the Journal of Experimental Psychology suggests that “liking” or sharing morally outrageous content on social media does little to change attitudes.

(P.S. I have been involved in animal welfare, which includes helping NGOs and individual rescuers with foster requirements. Even when I share hundreds of appeals for adoption on my social media handle, my best friend decided to buy a Persian kitten!)

Researchers say that people eager to like and share content related to moral violations are primarily driven by a desire to signal their values publicly! Yikes! So, it does make one wonder whether likes and shares measure real empathy.

So, considering the point mentioned above, the outrage on social media does not necessarily indicate deep concern. Instead, it’s an expression to build a social image and align with the online community, whether we realize it or not.

Singer and Rapper Kanye West’s tweet elicited over 2.40,000 angry replies in 2018. But his album sales and popularity remained unaffected.

A few exceptions, maybe?

Let’s rewind to some positive movements that gained prominence due to social media.

The #MeToo movement invited a sea of public outcry and awareness of hidden abuse and harassment.

#BlackLivesMatter highlighted the police brutality against African Americans and became mainstream.

#JusticeforGeorgeFlyod showcased the outrage on platforms like Instagram, Facebook, and Twitter (now X) and confidently called for police reforms.

Most recently, #StopAsianHate is actively shedding light on anti-Asian hate crimes, leading to media coverage and awareness campaigns about racism.

So there is one section that worries that “slacktivism” actions like “like” & “share” may replace real-world efforts like volunteering, donating, or marching. While others strongly support the reach of social media.

Likes, Shares, & Moral Outrage: Does Online Activism Really Matter?

Where do I stand? After looking at both sides, I feel we need to move beyond the “keyboard warrior culture” and instead put concentrated effort into amplifying real-world action.

The line between genuine advocacy and fleeting outrage blurs in the digital realm. Social media platforms are powerful tools; therefore, we must use them wisely and proactively rather than merely reacting.

Every share and hashtag carries weight, but they aren’t enough. Real change isn’t made in echo chambers! It happens through consistent action, taking that online energy and fueling on-the-ground initiatives.

The real question is: Will you click and move on or commit to making a real difference?