NGOS AND SOCIAL MEDIA: A Study of Content for Social Change in Spain and Chile

Sonia Aránzazu Ferruz González; Cecilia Claro Montes

doi:10.62161/revvisual.v17.5788

NGOS AND SOCIAL MEDIA: A Study of Content for Social Change in Spain and Chile

Título traducido de la contribución: ONG y Redes Sociales: Estudio de Contenidos para el Cambio Social en España y Chile

Sonia Aránzazu Ferruz González
, Cecilia Claro Montes

Producción científica: Contribución a una revista › Artículo › revisión exhaustiva

1 Cita (Scopus)

Resumen

A comparative study of the publications on Facebook, Instagram, YouTube, X and TikTok of non-governmental organisations (NGOs) in Chile and Spain was conducted to ascertain whether their profiles facilitate the promotion of activism concerning social issues and what type of visual content they utilise. The methodology employed was a combination of quantitative and qualitative analysis. This comprised an analysis of 3,611 publications from 20 organisations, complemented by 12 in-depth interviews with the organisations' communication managers. The results indicate that photographs are the most prevalent form of content across all networks. However, it is noteworthy that only two Spanish NGOs are active on networks with an activist objective.

Título traducido de la contribución	ONG y Redes Sociales: Estudio de Contenidos para el Cambio Social en España y Chile
Idioma original	Inglés
Páginas (desde-hasta)	75-88
Número de páginas	14
Publicación	VISUAL Review. International Visual Culture Review / Revista Internacional de Cultura
Volumen	17
N.º	3
DOI	https://doi.org/10.62161/revvisual.v17.5788
Estado	Publicada - 11 jun. 2025

Nota bibliográfica

Publisher Copyright:
© 2025, VisualCOM Scientific Publications. All rights reserved.

Acceder al documento

10.62161/revvisual.v17.5788

Otros archivos y enlaces

Citar esto

@article{f0a6664f57684b9cbf27971959aad233,

title = "NGOS AND SOCIAL MEDIA: A Study of Content for Social Change in Spain and Chile",

abstract = "A comparative study of the publications on Facebook, Instagram, YouTube, X and TikTok of non-governmental organisations (NGOs) in Chile and Spain was conducted to ascertain whether their profiles facilitate the promotion of activism concerning social issues and what type of visual content they utilise. The methodology employed was a combination of quantitative and qualitative analysis. This comprised an analysis of 3,611 publications from 20 organisations, complemented by 12 in-depth interviews with the organisations' communication managers. The results indicate that photographs are the most prevalent form of content across all networks. However, it is noteworthy that only two Spanish NGOs are active on networks with an activist objective.",

keywords = "Activism, NGOs, Non-Profit Organisations, Social Awareness, Social Media, Visual Activism",

author = "\{Ferruz Gonz{\'a}lez\}, \{Sonia Ar{\'a}nzazu\} and \{Claro Montes\}, Cecilia",

year = "2025",

month = jun,

day = "11",

doi = "10.62161/revvisual.v17.5788",

language = "English",

volume = "17",

pages = "75--88",

journal = "VISUAL Review. International Visual Culture Review / Revista Internacional de Cultura",

issn = "2695-9631",

publisher = "VisualCOM Scientific Publications",

number = "3",

}

TY - JOUR

T1 - NGOS AND SOCIAL MEDIA

T2 - A Study of Content for Social Change in Spain and Chile

AU - Ferruz González, Sonia Aránzazu

AU - Claro Montes, Cecilia

PY - 2025/6/11

Y1 - 2025/6/11

N2 - A comparative study of the publications on Facebook, Instagram, YouTube, X and TikTok of non-governmental organisations (NGOs) in Chile and Spain was conducted to ascertain whether their profiles facilitate the promotion of activism concerning social issues and what type of visual content they utilise. The methodology employed was a combination of quantitative and qualitative analysis. This comprised an analysis of 3,611 publications from 20 organisations, complemented by 12 in-depth interviews with the organisations' communication managers. The results indicate that photographs are the most prevalent form of content across all networks. However, it is noteworthy that only two Spanish NGOs are active on networks with an activist objective.

AB - A comparative study of the publications on Facebook, Instagram, YouTube, X and TikTok of non-governmental organisations (NGOs) in Chile and Spain was conducted to ascertain whether their profiles facilitate the promotion of activism concerning social issues and what type of visual content they utilise. The methodology employed was a combination of quantitative and qualitative analysis. This comprised an analysis of 3,611 publications from 20 organisations, complemented by 12 in-depth interviews with the organisations' communication managers. The results indicate that photographs are the most prevalent form of content across all networks. However, it is noteworthy that only two Spanish NGOs are active on networks with an activist objective.

KW - Activism

KW - NGOs

KW - Non-Profit Organisations

KW - Social Awareness

KW - Social Media

KW - Visual Activism

UR - https://www.scopus.com/pages/publications/105008317245

UR - https://www.mendeley.com/catalogue/4d3e3f63-1a7f-3012-ae62-fe2426f29515/

U2 - 10.62161/revvisual.v17.5788

DO - 10.62161/revvisual.v17.5788

M3 - Article

AN - SCOPUS:105008317245

SN - 2695-9631

VL - 17

SP - 75

EP - 88

JO - VISUAL Review. International Visual Culture Review / Revista Internacional de Cultura

JF - VISUAL Review. International Visual Culture Review / Revista Internacional de Cultura

IS - 3

ER -

NGOS AND SOCIAL MEDIA: A Study of Content for Social Change in Spain and Chile

Resumen

Nota bibliográfica

Acceder al documento

Otros archivos y enlaces

Huella

Citar esto