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.