In the old days, it was clear what activism was: occupying the street to end nuclear weapons, to achieve equality for men and women, whites and blacks, to prevent a growing gap between rich and poor.

Nowadays, the advent of the Internet has changed everything. Activism has mutated to hacktivism (hacking websites of corporations or governments you don’t agree with), or the similar notions of ‘clicktivism’ and ‘liketivism’.

Liketivism is a very cynical practice. In our contemporary society, where every communication is an investment in future attention, we like causes not because we truly care, but to give the impression we do. Tens of millions of people have seen the Kony 2012 video, many have shared it through social media. But how many have actually changed their behaviour and tried to do something for child soldiers? Of course, everything starts with awareness. But isn’t it morally even more reprehensible to be aware and to do nothing, rather than not knowing anything at all? Isn’t it necessary to go beyond the easy presumption that the more likes NGOs have on their Facebook pages, the better the world is?