Canadian Advocacy 2.0: An Analysis of Perceived Social Media Affordances for Advancing Activism in Canada
Jonathan A. Obar
University of Toronto - Faculty of Information; Michigan State University - College of Communication Arts and Sciences
April 22, 2013
A survey of 157 representatives from 63 advocacy organizations operating in Canada was conducted to evaluate the extent to which these groups perceive social media as offering affordances that contribute to the advancement of activism objectives in a Canadian context. Quantitative results reveal that groups are engaging with a limited selection of social media technologies (mainly Facebook and Twitter) a few times a week or more, while avoiding other options like Google and Tumblr. Qualitative results suggest that while groups are enthusiastic about social media’s potential to strengthen outreach efforts, enable engaging feedback loops and increase the speed of communication, they remain cautious of unproven techniques that may divert resources from strategies known to work.
The manuscript is currently under review at a journal that does not want a working version posted to the SSRN. Please email the author obar(at)msu.edu for a working version. Thanks!
working papers series
Date posted: April 24, 2013 ; Last revised: January 29, 2014
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