In Jenkins article on Avatar Activism, he talks about how spreadable media is being used to promote causes that would otherwise go unheard, “civic media”. Although I am a very big supporter of such media, there is always a dividing line as to when it loses its actual value and becomes just another form of social currency. This is where the term “slactivism” comes in and can be scene all around us. By promoting causes through digital media, such as Facebook or Twitter, there is a great disconnect between those “taking part in the cause” and the actual cause itself. A very good example of this is the ice bucket challenge that was popular a few years ago. In “Take the “No Ice Bucket” Challenge” by Will Oremus, Oremus talks about how the challenge went viral but the cause did not. I can agree with his point of view on this. Although there was a great increase in the donations to the ALS Association, the cause was not as efficient as it could have been. Partway through his post he says, “A lot of participants are spending more money on bagged ice than ALS research.”, and this is a sad truth. After about 3 weeks of the challenge being spread around the videos dropped the ALS donation portion and it turned into a bunch of friends calling each other out on an ice challenge. Although it was effective for about the first two weeks, the value of the cause dissipated and it became more of a joke. Is there a way to keep the value with the cause? Or are all civic media trends due to die at some point and just become another piece of spreadable media with very little payback to society?