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Networking Technologies for Collective Action: Two Opposing Models of Activism

Networking Technologies for Collective Action: Two Opposing Models of Activism. Presentation to the Greek Politics Specialist Group Conference Athens, 4-5 February 2009 Anastasia Kavada Post-Doctoral Research Fellow Communication and Media Research Institute (CAMRI)

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Networking Technologies for Collective Action: Two Opposing Models of Activism

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  1. Networking Technologies for Collective Action: Two Opposing Models of Activism Presentation to the Greek Politics Specialist Group Conference Athens, 4-5 February 2009 Anastasia Kavada Post-Doctoral Research Fellow Communication and Media Research Institute (CAMRI) University of Westminster

  2. The Internet and Citizen Coordination • Tendency to talk about the internet as one medium (often meaning the web) Common Assumptions ‘The internet leads to greater decentralization and horizontality’ ‘The internet is used more effectively by actors with a more decentralized and horizontal structure’  Web 2.0 or the ‘Participatory Web’ is thought to enhance this tendency towards decentralization and non-hierarchical organizing Anastasia Kavada Greek Politics Specialist Group Conference

  3. However… • Different internet applications afford different forms of communication • Citizen groups have different understandings and attitudes of how the internet can be used • In addition, internet use is affected by: • Resources • Political Culture • Organizing Structure • Strategy and Mission Anastasia Kavada Greek Politics Specialist Group Conference

  4. Web Platform Design and Participation • The way platforms are designed affects their affordances for coordination and for fostering a feeling of community This presentation is going to investigate: • Requirements for entering/using a platform • Roles prescribed for users of the platform • Features/Applications • Type of communication: One-to-one, one-to-many, many-to-many, many-to-one • Degree of interactivity • Content Management • Degree of control of message/agenda • Degree of visibility and personalization • Diffusion of campaign message outside the platform Anastasia Kavada Greek Politics Specialist Group Conference

  5. The European Social Forum • A process launched by the Global Justice Movement in Europe • Designed to build solidarity among movement participants, to help them network and exchange experiences • Belief in participatory democracy • Emphasis on the inclusiveness of equals • Avoidance of hierarchies • First ESF: Florence 2002 - It was held in Athens in 2006 • OpenEsf.net An online platform aiming to provide a stable networking space between meetings Anastasia Kavada Greek Politics Specialist Group Conference

  6. OpenESF.net Entry requirements: low • Registration by providing name and email address Roles: • Participants: present themselves and their concerns, participate in projects, create pages • Project coordinators: same as participants but they also launch projects • Web managers: responsible for the smooth running of the platform Anastasia Kavada Greek Politics Specialist Group Conference

  7. OpenESF.net Services/Applications available to each project • Blog • Email list • Wiki page • Add images • Allow many-to-many, lateral communication Content Management: Content is created by all registered users • Web managers: mainly tidy up the website Diffusion of Campaign Message: No tools that facilitate the diffusion of the campaign message to people not registered in the platform Anastasia Kavada Greek Politics Specialist Group Conference

  8. OpenESF.net Visibility: All registered users can create their own profile Personalization/Presentation of Self • Photograph, Information, Interests, Groups they belong to, Pages they have authored • Can use their own name or a pseudonym Anastasia Kavada Greek Politics Specialist Group Conference

  9. OpenESF.net Functions The platform facilitates: • Self-organizing • The search for partners on common projects • Feelings of community and the establishment of interpersonal trust • Development of citizen skills • Innovation/Creativity in terms of campaigning issues Anastasia Kavada Greek Politics Specialist Group Conference

  10. OpenESF.net Shortcomings… • Quite chaotic, particularly for new members: too many projects, some of them abandoned • No central message, no focal point • Inward-looking: difficult to diffuse the message outside the platform Anastasia Kavada Greek Politics Specialist Group Conference

  11. Avaaz.org • A new web movement launched in January 2007 • Aim: to bring people-powered politics to international decision-making • Co-founded by members of MoveOn.org - Attempting to take the MoveOn model global • Strategy: Advocacy and quick responsive action • Diffusing the message to mainstream media • Mobilizing massive numbers of people to sign petitions • Over 3,000,000 participants Anastasia Kavada Greek Politics Specialist Group Conference

  12. Avaaz.org Entry requirements: low • Registration by providing name and email address Roles: • Participants: sign petitions, donate money, spread message to their friends • Volunteers: auxiliary role in: translation, research, proofing of the website, moderation of comments or photos submitted by members, commenting on draft documents and emails, graphic design, shooting/editing videos, spreading the word through social media… • Campaigners: decide on campaigns, communicate with participants, represent Avaaz in face-to-face meetings with leaders Anastasia Kavada Greek Politics Specialist Group Conference

  13. Avaaz.org Services/Applications • Blog • Sign up to email list • Donate money • Sign a Petition • Tell your friends • Volunteer • Mainly top-down, one-to-many communication Content Management Content mainly created by Avaaz (apart from comments to blogs) Anastasia Kavada Greek Politics Specialist Group Conference

  14. Avaaz.org Diffusion of Campaign Message ‘Tell your friends’: message diffused in participants’ personal networks Visibility Only the Avaaz campaigners are visible Personalization They are mentioned by name and send emails to Avaaz participants using their name Anastasia Kavada Greek Politics Specialist Group Conference

  15. Avaaz.org Functions • Quick Action – Mass mobilization • Central coordination • Central control of the campaign message • Facilitates online action without commitment Anastasia Kavada Greek Politics Specialist Group Conference

  16. Avaaz.org Shortcomings… • Difficult to create feelings of community • Does not facilitate lateral communication among participants and interpersonal trust Anastasia Kavada Greek Politics Specialist Group Conference

  17. Avaaz on Facebook Complementary Functions • More visibility for ‘fans’ • Greater interactivity - ‘Fans’ can: • Contact their friends • Post links • Post on the wall • Hold discussions • (Limited) Potential for ‘fans’ to contact each other • Broader diffusion of campaign message e.g. through the ‘news feed’ function Anastasia Kavada Greek Politics Specialist Group Conference

  18. Conclusion The design of the website… • comes inscribed with particular cultures of citizenship and organizing structures • affects community building, interpersonal trust, and coordination • the internet can facilitate both top-down control and self-organization Anastasia Kavada Greek Politics Specialist Group Conference

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