#Makeadifference : A thesis exploring motivations and purpose for social media use within Norwegian Citizen Initiatives for Global Solidarity
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Original versionBergseng-Nordby, M. (2021) #Makeadifference : A thesis exploring motivations and purpose for social media use within Norwegian Citizen Initiatives for Global Solidarity (Master's thesis). University of Agder, Kristiansand.
This thesis explores motivations and purpose for social media use within nine Norwegian Citizen Initiatives for Global Solidarity (CIGS). There is little research about these small development actors in Norway and especially regarding how social media is used. Their contribution to the international development scheme is often not recognized, but it is believed that their influence is substantial. As many others, the initiatives use social media to document and inform about their projects and interventions. Considering we are in the midst of a pandemic; this study has also taken a further look at how COVID-19 has affected the CIGS and their social media presence. In humanitarian aid, social media is often used to convey messages about “others” and engage viewers to donate time and money towards the cause. Since the initiatives are small, they are dependent on close relations to followers and donors. This study finds that civil initiatives want to contribute towards structural issues of poverty and promote an insight to beneficiaries, but that the way of communication leads to a perceived distance between “us” and “them”.
Master's thesis in Global Development and Planning (UT505)