A battle is raging for the soul of activism. It is a struggle between digital activists, who have adopted the logic of the marketplace, and those organizers who vehemently oppose the marketization of social change. At stake is the possibility of an emancipatory revolution in our lifetimes.

The conflict can be traced back to 1997 when a quirky Berkeley, California-based software company known for its iconic flying toaster screensaver was purchased for $13.8m (£8.8m). The sale financially liberated the founders, a left-leaning husband-and-wife team. He was a computer programmer, she a vice-president of marketing. And a year later they founded an online political organization known as MoveOn. 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.

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