Research Article
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Communication Process of Amnesty International on Instagram within The Context of The Human Rights Movement

Year 2022, Issue: 37, 143 - 167, 29.06.2022
https://doi.org/10.31123/akil.1080027

Abstract

The development of information technologies has led non-governmental organizations to use social media channels in order to fill the public's lack of information, mobilize the masses and create an organized social reaction in different areas where they are advocating for rights actively. In this context, the starting point of this study is that Amnesty International, which is a main organization in the field of human rights advocacy, effectively uses social media to create a global social reaction towards the prevention of rights violations on a global scale, and the ways of using the channels may vary according to the country. In this study, the Instagram posts shared by Amnesty International's centers in Turkey, England and the United States of America in the period between 1 July and 31 December, 2021 were analyzed in terms of subject, national/international campaigns, projects and protests, public relations, activism, interactional activities, message tone/associations, formal structure and interaction level variables through quantitative and qualitative content analysis method. As a result, it was determined that three centers of Amnesty used this channel mostly to convey human rights violations in different countries to the global public opinion and to build an international reaction, but topics handled on Instagram accounts differed, depending on the problems in the specific country's agenda.

References

  • Bennett, W. L. and Segerberg A. (2015). Bağlantısal Eylemin Mantığı: Sayısal Medya ve Çekişmeci Siyasetin Kişiselleştirilmesi. (B. Özçetin, Çev.), Folklor ve Edebiyat Dergisi, 21(83), 49-74.
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  • Binark, M. ve Löker, K. (2011). Sivil Toplum Örgütleri İçin Bilişim Rehberi. Ankara: Sivil Toplum Geliştirme Merkezi Yayını.
  • Castells, M. (2006). Enformasyon Çağı: Ekonomi, Toplum ve Kültür Cilt 2: Kimliğin Gücü. İstanbul: İstanbul Bilgi Üniversitesi Yayınları.
  • Castells, M. (2012). İsyan ve Umut Ağları: İnternet Çağında Toplumsal Hareketler. İstanbul: Koç Üniversitesi Yayınları.
  • Castells, M. (2015). Networks of Outrage and Hope: Social Movements in the Internet Age. UK: Polity Press.
  • Çağıran, M.E. (2011). Uluslararası Alanda İnsan Hakları. Ankara: Barış Kitap.
  • Dondurucu, Z. B. ve Keba Ekinci, D. (2021). Çevre Hareketi Bağlamında Sivil Toplum Örgütlerinin Instagram’da İletişim Süreci: Greenpeace ve WWF Örneği. G. Yetkin Cılızoğlu & A. Çetinkaya (Der.), Ağ Toplumunda İletişim Pratikleri (s. 191-231) içinde. Konya: Literatürk Yayınları.
  • Di Lauro, S., Tursunbayeva, A. and Antonelli, G. (2019). How Nonprofit Organizations Use Social Media for Fundraising: A Systematic Literature Review. International Journal of Business and Management, 14(7), 1-22. https://doi.org/10.5539/ijbm.v14n7p1.
  • Dumitrica, D. (2021). Integrating Social Media in NGO Strategic Communication: Lessons From Dutch NGOs' Communication Practices. G. Source (Der.). Global Perspectives on NGO Communication for Social Change (s. 73-89) içinde. New York: Routledge.
  • Felix, R., Rauschnabel, P. A. and Hinsch, C. (2017). Elements of Strategic Social Media Marketing: A Holistic Framework. Journal of Business Research, 70, 118-126. https://doi.org/10.1016/j.jbusres.2016.05.001.
  • Guo, C. and Saxton, G. D. (2014). Tweeting Social Change: How Social Media are Changing Nonprofit Advocacy. Nonprofit and Voluntary Sector Quarterly, 43(1), 57-79. https://doi.org/10.1177/0899764012471585.
  • Hall, N., Schmitz, H. P. and Dedmon, J. M. (2020). Transnational Advocacy and NGOs in the Digital Era: New Forms of Networked Power. International Studies Quarterly, 64(1), 159-167. https://doi.org/10.1093/isq/sqz052.
  • Hestres, L. E. (2015). Climate Change Advocacy Online: Theories of Change, Target Audiences, and Online Strategy. Environmental Politics, 24(2), 193-211. https://doi.org/10.1080/09644016.2015.992600.
  • Keck, M. and Sikkink K. (1999). Activist Beyond Borders. New York: Cornell University Press.
  • Krippendorff, K. (2003). Content Analysis: An Introduction to its Methodology. Thousand Oaks, CA: Sage.
  • Lelandais, G. E. (2009). Sosyal Hareket Teorileri ve Küreselleşme. B. Çoban (Der.), Küreselleşme, Direniş ve Ütopya: Küreselleşme Çağında Toplumsal Muhalefet (s. 63-90) içinde. İstanbul: Kalkedon Yayınları.
  • Lauren, P. G. (1998). The Evolution of International Human Rights: Visions Seen. Pennsylvania: University of Pennsylvania Press.
  • Macintyre, A. (2020). Adaption to Data-Driven Practices in Civil Society Organizations: A Case Study of Amnesty International. Journal of Information Technology & Politics, 17(2), 161-173. https://doi.org/10.1080/19331681.2019.1710645.
  • Mattoni, A. and Treré, E. (2014). Media Practices, Mediation Processes, and Mediatization in the Study of Social Movements. Communication Theory, 24(3), 252–271. https://doi.org/10.1111/comt.12038.
  • Özmutaf, N. M. ve Aytekin E. (2014). Sivil Toplum Kuruluşlarında Bilişim Teknolojilerinden Elde Edilen Bilgiler Çerçevesinde İnsan Kaynakları Yönetimi Fonksiyonları: Yönetici ve Üye Perspektifi. Yönetim ve Ekonomi, 21(1), 191-204.
  • Poell, T. and Borra E. (2012). Twitter, YouTube, and Flickr as Platforms of Alternative Journalism: The Social Media Account of the 2010 Toronto G20 Protests. Journalism, 13(6), 695-713. https://doi.org/10.1177/1464884911431533.
  • Saxton, G. D. and Wang, L. L. (2014). The Social Network Effect: The Determinants of Giving Through Social Media. Nonprofit and Voluntary Sector Quarterly, 43(5), 850-868. https://doi.org/10.1177/0899764013485159.
  • Selander, L. and Jarvenpaa, S. L. (2016). Digital Action Repertoires and Transforming a Social Movement Organization. MIS quarterly, 40(2), 331-352. https://doi.org/10.25300/MISQ/2016/40.2.03.
  • Sen, A. (2004). Elements of a Theory of Human Rights. Philosophy and Public Affairs, 32(4), 315-356.
  • Sheombar, A. and Ravesteijn, P. (2022). Digital Transformation of Development NGOs: The Case of Transitioning Northern-Based Development NGOs. A. Roca vd. (Der.), Information Technology and Systems Proceedings of ICITS 2022 (s. 600-613) içinde Cham, İsviçre: Springer.
  • Tan, X., Lu, Y. and Tan, Y. (2016). An Examination of Social Comparison Triggered by Higher Donation Visibility over Social Media Platforms. (ICIS 2016) Thirty Seventh International Conference on Information Systems Proceedings Book. 11-14 Aralık 2016, Dublin, İrlanda. Erişim adresi: [15.03.2022] https://aisel.aisnet.org/icis2016/Crowdsourcing/Presentations/14/.
  • Treré, E. (2018). The Sublime of Digital Activism: Hybrid Media Ecologies and the New Grammar of Protest. Journalism & Communication Monographs, 20(2), 137–148. https://doi.org/10.1177/1522637918770435.
  • Tsutsui, K. and Wotipka, C. M. (2004). Global Civil Society and the International Human Rights Movement: Citizen Participation in Human Rights International Nongovernmental Organizations. Social Forces, 83(2), 587-620. https://doi.org/10.1353/sof.2005.0022.
  • Van L. J. and Van Aelst P. V. (2010). Internet and Social Movement Action Repertories Oppurtunities and Limitations. Information Communication and Society, 13(8), 1146–1171. ttps://doi.org/10.1080/13691181003628307.
  • Vu, H. T., Do, H. V., Seo, H. and Liu, Y. (2020). Who Leads the Conversation on Climate Change?: A Study of a Global Network of NGOs on Twitter. Environmental Communication, 14(4), 450-464. https://doi.org/10.1080/17524032.2019.1687099.
  • Weiss, T.G. and Gordenker, L. (1996). NGOs, the UN, and Global Governance. Colorado: Lynne Rienner.
  • Yang, A. and Saffer, A. (2018). NGOs’ Advocacy in the 2015 Refugee Crisis: A Study of Agenda Building in the Digital Age. American Behavioral Scientist, 62(4), 421-439. https://doi.org/10.1177/0002764218759578.
  • Yetkin Cılızoğlu, G. ve Çetinkaya, A. (2016). Sivil Toplum Örgütlerinin Instagram Kullanımı. Akademik Sosyal Araştırmalar Dergisi, 4(27), 161-181.
  • Young, J. A. (2016). Facebook, Twitter and Blogs: The Adoption and Utilization of Social Media in Nonprofit Human Service Organizations. Human Service Organizations Management, Leadership and Governance, 41(1), 1-14. https://doi.org/10.1080/23303131.2016.1192574.
  • Birleşmiş Milletler (1948). “İnsan Hakları Evrensel Beyannamesi”. Erişim adresi [21.11.2021] https://www.un.org/en/about-us/universal-declaration-of-human-rights.
  • Halpern, S. (2017). “How He Used Facebook to Win”. Erişim adresi [23.11.2021] https://www.nybooks.com/articles/2017/06/08/howtrump-used-facebook-to-win.
  • Silberman, M. (2019). “What Advocacy Organizations Need to Win Today”. MobLab. Erişim adresi [15.03.2021] https://mobilisationlab.org/stories/what-advocacyorganisations-need-to-win-today.
  • Viravaidya, M. ve Hayssen J. (2001). “Strategies to Strengthen NGO Capacity in Resource Mobilization Through Business Activities”. Erişim adresi [28.12.2021] https://www.unaids.org/sites/default/files/media_asset/jc579-strategies_ngo_en_1.pdf.
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İnsan Hakları Hareketi Bağlamında Uluslararası Af Örgütü’nün Instagram’da İletişim Süreci

Year 2022, Issue: 37, 143 - 167, 29.06.2022
https://doi.org/10.31123/akil.1080027

Abstract

Bilgi teknolojilerinin gelişimi, sivil toplum örgütlerinin hak savunuculuğu yaptığı farklı alanlarda, kamuoyunun bilgi eksikliğini kapatma, kitleleri mobilize etme ve örgütlü bir toplumsal tepki yaratımı amacıyla sosyal medya kanallarını aktif kullanmaya başlamasına neden olmuştur. Bu bağlamda, bu çalışmanın temel çıkış noktası insan hakları savunuculuğu alanında çatı örgütler arasında yer alan Uluslararası Af Örgütü’nün küresel ölçekte hak ihlallerinin önlenmesine yönelik olarak küresel toplumsal tepki oluşturma amaçlı sosyal medyayı etkin kullandığı ve mecraları kullanma biçimlerinin faaliyet gösterilen ülkeye göre değişim gösterebileceği savıdır. Bu çalışmada, 01.07.2021-31.12.2021 tarihleri arasında Uluslararası Af Örgütü’nün Türkiye, İngiltere ve Amerika Birleşik Devletleri merkezlerinin Instagram’da gerçekleştirdikleri paylaşımlar konu, ulusal/uluslararası kampanya, proje ve protestolar, halkla ilişkiler, aktivizm, etkileşim oluşturma çalışmaları, mesaj tonu/çağrışımları, biçimsel yapı ve etkileşim değişkenleri temel alınarak nicel ve nitel içerik analizi yöntemi ile incelenmiştir. İnceleme sonucunda Af Örgütü’nün üç merkezinin farklı ülkelerde insan hakları ihlallerinin dünya kamuoyuna aktarımı ve uluslararası bir tepki inşası amacıyla mecrayı daha etkin kullandığı, ancak ülke gündeminde yer alan sorunlara bağlı olarak Instagram’da yer verilen konuların farklılaştığı saptanmıştır.

References

  • Bennett, W. L. and Segerberg A. (2015). Bağlantısal Eylemin Mantığı: Sayısal Medya ve Çekişmeci Siyasetin Kişiselleştirilmesi. (B. Özçetin, Çev.), Folklor ve Edebiyat Dergisi, 21(83), 49-74.
  • Bernabé Fraguas, J. (2021). Social Media as a Tool for Communicating Human Rights. Case Study: Amnesty International. JANUS. NET e-journal of International Relations, Thematic Dossier: International Relations and Social Networks, 61-77.
  • Binark, M. ve Löker, K. (2011). Sivil Toplum Örgütleri İçin Bilişim Rehberi. Ankara: Sivil Toplum Geliştirme Merkezi Yayını.
  • Castells, M. (2006). Enformasyon Çağı: Ekonomi, Toplum ve Kültür Cilt 2: Kimliğin Gücü. İstanbul: İstanbul Bilgi Üniversitesi Yayınları.
  • Castells, M. (2012). İsyan ve Umut Ağları: İnternet Çağında Toplumsal Hareketler. İstanbul: Koç Üniversitesi Yayınları.
  • Castells, M. (2015). Networks of Outrage and Hope: Social Movements in the Internet Age. UK: Polity Press.
  • Çağıran, M.E. (2011). Uluslararası Alanda İnsan Hakları. Ankara: Barış Kitap.
  • Dondurucu, Z. B. ve Keba Ekinci, D. (2021). Çevre Hareketi Bağlamında Sivil Toplum Örgütlerinin Instagram’da İletişim Süreci: Greenpeace ve WWF Örneği. G. Yetkin Cılızoğlu & A. Çetinkaya (Der.), Ağ Toplumunda İletişim Pratikleri (s. 191-231) içinde. Konya: Literatürk Yayınları.
  • Di Lauro, S., Tursunbayeva, A. and Antonelli, G. (2019). How Nonprofit Organizations Use Social Media for Fundraising: A Systematic Literature Review. International Journal of Business and Management, 14(7), 1-22. https://doi.org/10.5539/ijbm.v14n7p1.
  • Dumitrica, D. (2021). Integrating Social Media in NGO Strategic Communication: Lessons From Dutch NGOs' Communication Practices. G. Source (Der.). Global Perspectives on NGO Communication for Social Change (s. 73-89) içinde. New York: Routledge.
  • Felix, R., Rauschnabel, P. A. and Hinsch, C. (2017). Elements of Strategic Social Media Marketing: A Holistic Framework. Journal of Business Research, 70, 118-126. https://doi.org/10.1016/j.jbusres.2016.05.001.
  • Guo, C. and Saxton, G. D. (2014). Tweeting Social Change: How Social Media are Changing Nonprofit Advocacy. Nonprofit and Voluntary Sector Quarterly, 43(1), 57-79. https://doi.org/10.1177/0899764012471585.
  • Hall, N., Schmitz, H. P. and Dedmon, J. M. (2020). Transnational Advocacy and NGOs in the Digital Era: New Forms of Networked Power. International Studies Quarterly, 64(1), 159-167. https://doi.org/10.1093/isq/sqz052.
  • Hestres, L. E. (2015). Climate Change Advocacy Online: Theories of Change, Target Audiences, and Online Strategy. Environmental Politics, 24(2), 193-211. https://doi.org/10.1080/09644016.2015.992600.
  • Keck, M. and Sikkink K. (1999). Activist Beyond Borders. New York: Cornell University Press.
  • Krippendorff, K. (2003). Content Analysis: An Introduction to its Methodology. Thousand Oaks, CA: Sage.
  • Lelandais, G. E. (2009). Sosyal Hareket Teorileri ve Küreselleşme. B. Çoban (Der.), Küreselleşme, Direniş ve Ütopya: Küreselleşme Çağında Toplumsal Muhalefet (s. 63-90) içinde. İstanbul: Kalkedon Yayınları.
  • Lauren, P. G. (1998). The Evolution of International Human Rights: Visions Seen. Pennsylvania: University of Pennsylvania Press.
  • Macintyre, A. (2020). Adaption to Data-Driven Practices in Civil Society Organizations: A Case Study of Amnesty International. Journal of Information Technology & Politics, 17(2), 161-173. https://doi.org/10.1080/19331681.2019.1710645.
  • Mattoni, A. and Treré, E. (2014). Media Practices, Mediation Processes, and Mediatization in the Study of Social Movements. Communication Theory, 24(3), 252–271. https://doi.org/10.1111/comt.12038.
  • Özmutaf, N. M. ve Aytekin E. (2014). Sivil Toplum Kuruluşlarında Bilişim Teknolojilerinden Elde Edilen Bilgiler Çerçevesinde İnsan Kaynakları Yönetimi Fonksiyonları: Yönetici ve Üye Perspektifi. Yönetim ve Ekonomi, 21(1), 191-204.
  • Poell, T. and Borra E. (2012). Twitter, YouTube, and Flickr as Platforms of Alternative Journalism: The Social Media Account of the 2010 Toronto G20 Protests. Journalism, 13(6), 695-713. https://doi.org/10.1177/1464884911431533.
  • Saxton, G. D. and Wang, L. L. (2014). The Social Network Effect: The Determinants of Giving Through Social Media. Nonprofit and Voluntary Sector Quarterly, 43(5), 850-868. https://doi.org/10.1177/0899764013485159.
  • Selander, L. and Jarvenpaa, S. L. (2016). Digital Action Repertoires and Transforming a Social Movement Organization. MIS quarterly, 40(2), 331-352. https://doi.org/10.25300/MISQ/2016/40.2.03.
  • Sen, A. (2004). Elements of a Theory of Human Rights. Philosophy and Public Affairs, 32(4), 315-356.
  • Sheombar, A. and Ravesteijn, P. (2022). Digital Transformation of Development NGOs: The Case of Transitioning Northern-Based Development NGOs. A. Roca vd. (Der.), Information Technology and Systems Proceedings of ICITS 2022 (s. 600-613) içinde Cham, İsviçre: Springer.
  • Tan, X., Lu, Y. and Tan, Y. (2016). An Examination of Social Comparison Triggered by Higher Donation Visibility over Social Media Platforms. (ICIS 2016) Thirty Seventh International Conference on Information Systems Proceedings Book. 11-14 Aralık 2016, Dublin, İrlanda. Erişim adresi: [15.03.2022] https://aisel.aisnet.org/icis2016/Crowdsourcing/Presentations/14/.
  • Treré, E. (2018). The Sublime of Digital Activism: Hybrid Media Ecologies and the New Grammar of Protest. Journalism & Communication Monographs, 20(2), 137–148. https://doi.org/10.1177/1522637918770435.
  • Tsutsui, K. and Wotipka, C. M. (2004). Global Civil Society and the International Human Rights Movement: Citizen Participation in Human Rights International Nongovernmental Organizations. Social Forces, 83(2), 587-620. https://doi.org/10.1353/sof.2005.0022.
  • Van L. J. and Van Aelst P. V. (2010). Internet and Social Movement Action Repertories Oppurtunities and Limitations. Information Communication and Society, 13(8), 1146–1171. ttps://doi.org/10.1080/13691181003628307.
  • Vu, H. T., Do, H. V., Seo, H. and Liu, Y. (2020). Who Leads the Conversation on Climate Change?: A Study of a Global Network of NGOs on Twitter. Environmental Communication, 14(4), 450-464. https://doi.org/10.1080/17524032.2019.1687099.
  • Weiss, T.G. and Gordenker, L. (1996). NGOs, the UN, and Global Governance. Colorado: Lynne Rienner.
  • Yang, A. and Saffer, A. (2018). NGOs’ Advocacy in the 2015 Refugee Crisis: A Study of Agenda Building in the Digital Age. American Behavioral Scientist, 62(4), 421-439. https://doi.org/10.1177/0002764218759578.
  • Yetkin Cılızoğlu, G. ve Çetinkaya, A. (2016). Sivil Toplum Örgütlerinin Instagram Kullanımı. Akademik Sosyal Araştırmalar Dergisi, 4(27), 161-181.
  • Young, J. A. (2016). Facebook, Twitter and Blogs: The Adoption and Utilization of Social Media in Nonprofit Human Service Organizations. Human Service Organizations Management, Leadership and Governance, 41(1), 1-14. https://doi.org/10.1080/23303131.2016.1192574.
  • Birleşmiş Milletler (1948). “İnsan Hakları Evrensel Beyannamesi”. Erişim adresi [21.11.2021] https://www.un.org/en/about-us/universal-declaration-of-human-rights.
  • Halpern, S. (2017). “How He Used Facebook to Win”. Erişim adresi [23.11.2021] https://www.nybooks.com/articles/2017/06/08/howtrump-used-facebook-to-win.
  • Silberman, M. (2019). “What Advocacy Organizations Need to Win Today”. MobLab. Erişim adresi [15.03.2021] https://mobilisationlab.org/stories/what-advocacyorganisations-need-to-win-today.
  • Viravaidya, M. ve Hayssen J. (2001). “Strategies to Strengthen NGO Capacity in Resource Mobilization Through Business Activities”. Erişim adresi [28.12.2021] https://www.unaids.org/sites/default/files/media_asset/jc579-strategies_ngo_en_1.pdf.
  • We are Social (2021). “Digital 2021: Local Country Headlines”. Erişim adresi [12.01.2022] https://datareportal.com/reports/digital-2021-local-country-headlines.
There are 40 citations in total.

Details

Primary Language Turkish
Subjects Communication and Media Studies
Journal Section Articles
Authors

Zeynep Dondurucu 0000-0002-2634-1001

Publication Date June 29, 2022
Submission Date February 27, 2022
Published in Issue Year 2022 Issue: 37

Cite

APA Dondurucu, Z. (2022). İnsan Hakları Hareketi Bağlamında Uluslararası Af Örgütü’nün Instagram’da İletişim Süreci. Akdeniz Üniversitesi İletişim Fakültesi Dergisi(37), 143-167. https://doi.org/10.31123/akil.1080027