Nine reasons for participating in a virtual groundswell, applied to the Ice Bucket Challenge:
1. Keeping up friendships: Friends encourage each other to participate in the groundswell, so they had a reason over which to strengthen their friendship. People nominate their friends to complete the ice bucket challenge after they did the ice bucket challenge in their videos.Â
2. Making new friends: People who are curious about why other people are suddenly pouring ice buckets on themselves will ask why and start up conversations.
3. Succumbing to social pressure from existing friends: Friends who really care about ALS, perhaps because theyâve been exposed to it because they or someone they know has it, will pressure their friends (in a positive way) into participating in the ice bucket challenge.
4. Paying it forward: Once people find out about ALS through this challenge, they may be motivated to donate to the cause. The challenge is fun and easy, and the people who are really moved and inspired by the cause behind the challenge, will naturally help further the goals of the cause.
5. The altruistic impulse: People want to feel like theyâre making a difference. If making a difference and raising awareness about an important issue is as simple as dumping a bucket of ice water on yourself, people will do it.Â
6. The prurient impulse: People love witnessing othersâ reactions to people, places, and things. The ice bucket challenge is perfect way to engage the prurient impulse because seeing celebrities wince or laugh after having ice water dumped on them can be interpreted as funny and spontaneous.
7. The creative impulse: Even though the ice bucket challenge has the same rules for every participant, some people poured ice water on themselves in a more creative way. Paul Bissonnett, a Canadian ice hockey player, was filmed standing on a mountain in his underwear while a helicopter dropped gallons of ice water on him. He expressed himself creatively by making an extreme idea come true while still completing the basic challenge.
8. The validation impulse: People who have ALS hopefully feel some sort of validation through the success of the challenge. Participants feel like their actions are validated, since the actions are for a good cause and are also being replicated all over social media and the world.Â
9. The affinity impulse: People become closer once they share experiences. Those experiences tap into former interests, and may even spark new interests. Communities are strengthened and made through shared experiences. A group of ALS associations in USA came together to help make the ice bucket challenge a yearly challenge. People will be connected for a long time because of the challenge.Â
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