Communication practices and perspectives for the social change in non-governmental organizations (NGOs), in Spain and Brazil

Abstract

This paper examines the role played by the digital social networks communication in achieving the goals of the nongovernmental organizations (NGOs) – or third-sector organizations –, in Brazil and in Spain as a strategy to become known, to raise awareness, to educate and to accomplish social and political legitimacy within society. The article starts by presenting a profile of the NGOs in Brazil and Spain – similarities, differences and operation of originally State functions –, followed by an overview about the development of the third sector. Subsequently, a comparative investigation across 24 Spanish and 23 Brazilian entities determines, through questionnaires addressed to the directors of the NGOs, how much, how and what for the digital media are used. Among the conclusions reached, the research has found that the communication of most entities is focused on the diffusion of information and activities and only a small part is addressed to the development of a digital dialogue, not taking advantage of the possibilities of engagement with the audiences.