service in 2014 compared to 16 percent of online whites. Hashtags such as #OscarsSoWhite, #handsupdontshoot, and #icantbreathe have sprung up as offshoots in the social movement and have helped create a subculture on the website that some have called “Black Twitter”. Jelani Cobb, professor of Journalism at Columbia University, has argued that that “Black Twitter” has been as vital to Black Lives Matter as television was for the Civil Rights Movement. Citizen reporting on platforms such as Twitter and Facebook help drive the coverage of traditional media on stories of violence, discrimination, and harassment. ALS Ice Bucket Challenge The ALS Ice Bucket Challenge was a form of media activism that swept through online communities to bring awareness to amyotrophic lateral sclerosis, also known as Lou Gehrig's Disease, a fatal disease which causes damage to a person's motor functions through the break down of nerve cells. The challenge involves pouring a bucket of cold water over a person's head, and donating to the ALS Association. It began in July 2014, when Chris Kennedy first challenged his sister, Jeanette Senerchia, to participate in the challenge. Senerchia was inspired to partake in order to support her husband who had previously been diagnosed with the disease. Soon the challenge became widespread across mainstream media platforms such as Facebook, Twitter, and Instagram. The challenge picked up a mass following due to the amount of lives touched by the disease and the desire to see progress in the fight against ALS. The accumulation of donations made by supporters of the cause resulted in as much as $115 million being donated to the ALS Association in an effort to find a cure and bring awareness to the cause. Kony 2012 Joseph Kony was the leader of Uganda's Lords Resistance Army (LRA) in 2012. He was accused of abducting over 60,000 Ugandan children, turning the boys into brainwashed killing machines and the young girls into sex slaves. He killed anyone who stood in his way. In 2012, an American charity named "Invisible Children" took Kony's actions and turned them into a short film, posting it on YouTube. It was the fastest growing viral video of all time, receiving over 100 million views in the span of 6 days. Kony had been wanted by the International Criminal Court since 2005 for crimes against humanity. After gaining so much attention from social media sites like YouTube and Twitter, the U.S.