Abstract

http://ssrn.com/abstract=2254742
 


 



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


Abstract:     
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


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Date posted: April 24, 2013 ; Last revised: January 29, 2014

Suggested Citation

Obar, Jonathan A., Canadian Advocacy 2.0: An Analysis of Perceived Social Media Affordances for Advancing Activism in Canada (April 22, 2013). Available at SSRN: http://ssrn.com/abstract=2254742

Contact Information

Jonathan A. Obar (Contact Author)
University of Toronto - Faculty of Information ( email )
140 St George Street
Toronto, Ontario M5S 3G6
Canada
Michigan State University - College of Communication Arts and Sciences ( email )
East Lansing, MI 48824
United States
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