Why do we care about the ASL bucket challenge?

Who cares about the ice bucket challenge?

Everyone. Or so it seems.

The ASL ice bucket challenge has taken the second world on storm. That meaning, the internet. From the far corners of twitter to the most narcissistic profiles on Facebook, there the ASL ice bucket challenge is, reminding us all that we live in a society where dropping money into the bucket held by the frail old lady with those big kind eyes outside your local Coles, well that just won’t cut it anymore. Now, to show that you really care about the world around you, you have to dump a bucket of ice on your head.

I’m not writing this to try and debate the benefits of the ice bucket challenge. Statistics have clearly shown it’s working. People have shared more than 1.2 million videos on Facebook between June 1 and August 13 and mentioned the phenomenon more than 2.2 million times on Twitter since July 29, according to those sites. Donations to the ASL Association have spiked. The association said it had received $13.3 million in donations since July 29, compared with $1.7 million during the same period last year. It said there were about 260,000 new donors.

So instead of quoting articles with fake statistics and condemning the practice, I simply want to ask this. Why is something like the ice bucket challenge what we need to actually make us care about things? And do we care about the cause, or do we care about the spectacle?