Fountain. Within the first day, 125 Facebook members joined Colding-Jørgensen's. The number of fans began to grow at a staggering rate, eventually reaching 27,500. Morozov argues the Colding-Jørgensen experiment reveals a key component of slacktivism: "When communication costs are low, groups can easily spring into action." Clay Shirky also similarly characterized slacktivism as "ridiculously easy group forming". Criticism of slacktivism Various people and groups express doubts about the value and effectiveness of slacktivism. Particularly, some skeptics argue that it entails an underlying assumption that all problems can be seamlessly fixed using social media, and while this may be true for local issues, slacktivism could prove ineffective for solving global predicaments. A 2009 NPR piece by Morozov asked whether "the publicity gains gained through this greater reliance on new media [are] worth the organizational losses that traditional activist entities are likely to suffer, as ordinary people would begin to turn away from conventional (and proven) forms of activism." Criticism of slacktivism often involves the idea that internet activities are ineffective, and/or that they prevent or lessen political participation in real life. However, as many studies on slacktivism relate only to a specific case or campaign, it is difficult to find an exact percentage of slacktivist actions that reach a stated goal. Furthermore, many studies also focus on such activism in democratic or open contexts, whereas the act of publicly liking, RSVPing or adopting an avatar or slogan as one's profile picture can be a defiant act in authoritarian or repressive countries. Micah White has argued that although slacktivism is typically the easiest route to participation in movements and changes, the novelty of online activism wears off as people begin to realize that their participation created virtually no effect, leading people to lose hope in all forms of activism. Malcolm Gladwell, in his October 2010 New Yorker article, lambasted those who compare social media "revolutions" with actual activism that challenges the status quo ante. He argued that today's social media campaigns cannot compare with activism that takes place on the ground, using the Greensboro sit-ins as an example of what real, high-risk activism looks like. A 2011 study looking at college students found only a small positive correlation between those who engage online in politics on Facebook with those who engage off of it. Those who did engage only did so by posting comments and other low forms of political participation, helping