Las ONG como agentes de transformación social. Del asistencialismo a la movilización
OBETS : Revista de Ciencias Sociales
Universidad de Vigo, España email@example.com Resumen Este estudio de caso se centra en la campaña #dereitos365, desarrollada entre diciembre de 2014 y enero de 2015 en Galicia para reclamar una implicación ciudadana durante todo el año y no solo en la época navideña. Partiendo del potencial de las redes sociales e Internet y tomando este caso como referencia, el objetivo de la investigación es profundizar en el papel de las ONG como agentes de transformación social y como promotoras de un
... otoras de un diálogo interactivo y multidireccional que implique a los nuevos ciudadanos. Los resultados muestran una campaña marcadamente institucional que busca la movilización y concienciación ciudadana para la construcción de una sociedad más justa y solidaria, generando visibilidad y cierta interactividad a través de mensajes reivindicativos, sobre todo por parte de organizaciones locales, y de un alto contenido multimedia. Palabras clave: Comunicación para el desarrollo; redes sociales; solidaridad; mo vimientos sociales Abstract This case study focuses on a singular campaign #dereitos365, developed between December 2014 and January 2015 in Galicia claiming a public involvement throughout the year and not just at Christmas time. Based on the poten-tial of social networks and the Internet and taking this case as a reference, the objective of the research is to deepen the role of NGO as agents of social transformation and as promoters of an interactive and multidirectional dialogue involving new citizens. The results show a markedly institutional campaign that seeks mobilization and public awareness for the construction of a fairer and caring society, generating visibility and some interactivity through advocatory messages, mainly by local organizations, and with a high multimedia content. Extended abstract Internet and social networks are key elements that have produced important transformations in the relations of non-government organizations (NGOs) with their public. Social networks have emerged as significant drivers of thinking for social change. They allow multidirectional communication and occupy an ideal space for conversation and debate able to contribute to awareness of the need to build a just and unified society. While for now, NGOs have not occupied a catalytic role in relation to social claims, they have the competence to turn into true agents of change, because they can blend virtual actions with their direct and consolidated relations with the people. In order to achieve this, their communication has to surpass the unidirectional and linear model and they ought to open their minds to an open model based on interactivity and feedback, where citizens are engaged in empowering. NGOs cannot be considered as social and political actors with a heavy incidence on the guarantee of social rights. Thus, they seem to have been oblivious to citizens' mobilization and participation movements produced over the last years. This explains why NGOs have not been leading mobilization channels for those who occupied the street on "indignados" and the 15-M movement. In this situation, there exists a trend that pleads for the recovery of the essence of NGOs, for instance as agents for social change. They demand communication based on the premise that misfortune is not a show. It is necessary to avoid drama and decontextualized information that does not explain the importance of the problems and what really matters. Emotion is required to trigger solidarity actions, but rational arguments contribute to a stronger and more conscious solidarity. Social organizations have the potential -some of them having achieved it already-to become agents of mobilization and social transformation, and also engines for a more just and equitable world. The communication for change is based on the recognition of an individual and collective capacity to produce relevant information and critical messages, and to create transformative content. This article portrays a digital initiative according to the idea of the social actor for social change. Choosing Twitter is not an irrelevant question; this social platform has arisen as an excellent tool for spreading ideas, multiplying by word of mouth, and it has been gaining a good deal of social relevance year after year since its X. Baamonde-Silva, X. Martínez-Rolán, M. I. Mínguez-González OBETS.