From clicktivism to outsourced activism: Spectacle,dual outsourcing,and the connective logic in platform philanthropy

Abstract

In the digital age, philanthropy is increasingly mediated by platform microcelebrities who mobilize audiences for social good. This study examines the novel philanthropic model of YouTube creator Jimmy Donaldson as a case of outsourced activism, characterized by a dual-outsourcing structure: audiences transfer charitable intent and contributions (via attention-as-currency) to Donaldson, who acts as a central agent and then outsources execution to NGOs and collaborators. Using a mixed-methods design combining a walkthrough, multimodal discourse analysis of 101 videos, and topic modeling of 11,208 comments, we demonstrate how sentimental and digital spectacles sustain this process as tools for activism. The mechanism forms a new connective practice, creating a network of moral delegation and affective investment among audiences, creators, sponsors, and NGOs. Yet, it raises ethical concerns, including depoliticizing social issues and reinforcing unequal power relations. The study advances theories of media activism, connective action, and digital philanthropy by identifying a replicable logic that redefines agency, accountability, and civic participation in platform societies.