In case you have been living under a rock (or in the field, either is permissible for an anthro really) you may not have noticed that everyone and their mother is dumping ice water on their head in the name of ALS. Watching this fad unfold has provided Internet observers and other semi-employed persons an extraordinarily rich phenomenon to critique.
First of all, there’s a lot to like about the ALS Ice Bucket Challenge. By means of this fad I have learned that I have friends, Facebook friends, and friends of friends, who have loved ones or have lost someone because of this disease. It’s raised millions of dollars for rare disease research, which is inarguably a good thing. And it has done so by means of a viral marketing campaign that is, in essence, a short video clip of people acting silly. Wins all around.
It’s also interesting how, like the best of the Internet, the Ice Bucket challenge has spawned appropriation, reappropriation, and metacommentary. Here I’m thinking of Orlando Jones pouring a bucket of brass shell casings on his head to protest violence against Black youth in America, Matt Damon pouring toilet water on his head to draw attention to the lack of clean water around the world, and persons in Gaza pouring rubble on their head to draw attention to ongoing violence in Palestine. It’s really cool how the Internet allows people to riff on a theme and permutate established performances into something new.