Affordances of 𝕏 to civil society organisations for social mobilisation: a case study of Actionaid Uganda

Abstract

Social Network Sites have in recent times, increased in numbers and have attracted large numbers of subscribers. It is even highly projected that the numbers of subscribers are most likely to grow multifold in the near future, Civil Society Organizations (CSOs) inclusive. The networks have improved service delivery to CSOs and therefore, many CSOs in Uganda are anticipated to open accounts on SNS to reap the dividends. Despite this notable trend, the affordances of SNS to CSOs in Uganda for social mobilisation are not known. Thus, the purpose of the study was to explore the affordances of SNS to CSOs in Uganda for social mobilisation. The study was contextualised on use of 𝕏 by ActionAid Uganda. The study sought to achieve the following specific objectives: to investigate how CSOs use 𝕏 for social mobilisation; to examine the affordances that CSOs benefit from using 𝕏 as a social mobilisation platform; and to examine the challenges that CSOs face while using 𝕏 for social mobilisation. A qualitative research approach was adopted to enhance the achievement of the stated objectives and this entailed following a descriptive case study design. Qualitative data were collected from staff and management of ActionAid Uganda, officials from Uganda Communication Commission and one media scholar. These were selected using purposive sampling. Results revealed that ActionAid Uganda used 𝕏 in social mobilisation by publishing topical discussions, providing updates about performance of programmes, sharing opinion, dissemination of information, direct engagement of participants; and to upload visual and audio-visual content. The findings also showed that 𝕏 provides CSOs with several affordances including: ease in assessing programme performance, real time publishing and dissemination of information, information curation, access to whistle blown content, consolidation of related information; and information optimization. However, ActionAid Uganda faced challenges such as one-way communication, lack of representivity, malicious information, lapses in internet connection and difficulty in posting visual information while using 𝕏 for social mobilisation. In conclusion, the use of 𝕏 is veritable for ActionAid Uganda and therefore, management of ActionAid Uganda are implored by this study to work out ways and means of enhancing the continued use of 𝕏 in social mobilisation by formulating interventions for mitigating the challenges reported by this study. Among others, capacity building of staff operating the 𝕏 handle of ActionAid Uganda is important, as well as tagging social mobilisation campaigns on influential persons in the communities in particular, and nation-wide, generally.