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Accountability through (Inter)Action? A Framework of Affordances for Understanding Civil Society Accountability on Social Media Platforms

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Název: Accountability through (Inter)Action? A Framework of Affordances for Understanding Civil Society Accountability on Social Media Platforms
Autoři: Gullberg, Cecilia, Gustafsson, Nils
Přispěvatelé: Lund University, Faculty of Social Sciences, Departments of Administrative, Economic and Social Sciences, Department of Communication, Lunds universitet, Samhällsvetenskapliga fakulteten, Samhällsvetenskapliga institutioner och centrumbildningar, Institutionen för kommunikation, Originator
Zdroj: Social Media + Society. 11(2):1-14
Témata: Social Sciences, Media and Communications, Media and Communication Studies, Samhällsvetenskap, Medie, kommunikations, och informationsvetenskaper, Medie- och kommunikationsvetenskap
Popis: This article investigates how social media can enable and constrain civil society organizations’ (CSOs) discharge of accountability. Based on a comparative analysis of the Instagram, Facebook, and Twitter (X) posts of the Swedish Red Cross during 1 year (N = 1014), we propose a framework of affordances that illustrate how platform features, practices, norms, and perceptions about audiences jointly shape the accountability potential of a platform. Accountability is overall more content- than process-oriented, emphasizing visibility of action rather than far-reaching social interactivity. Our study, however, reveals important differences between Instagram and Facebook, on the one hand, and Twitter, on the other. Whereas accountability is more short-term, scripted, and donor-oriented in the former, it is more abstract and ad hoc, with mainly indirect efforts at interactivity, in the latter. Our framework of affordances sheds light on the hitherto under-researched intersection between the literature on CSO accountability and the literature on CSO use of social media.
Přístupová URL adresa: https://doi.org/10.1177/20563051251340146
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  Data: Accountability through (Inter)Action? A Framework of Affordances for Understanding Civil Society Accountability on Social Media Platforms
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  Data: <i>Social Media + Society</i>. 11(2):1-14
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  Data: This article investigates how social media can enable and constrain civil society organizations’ (CSOs) discharge of accountability. Based on a comparative analysis of the Instagram, Facebook, and Twitter (X) posts of the Swedish Red Cross during 1 year (N = 1014), we propose a framework of affordances that illustrate how platform features, practices, norms, and perceptions about audiences jointly shape the accountability potential of a platform. Accountability is overall more content- than process-oriented, emphasizing visibility of action rather than far-reaching social interactivity. Our study, however, reveals important differences between Instagram and Facebook, on the one hand, and Twitter, on the other. Whereas accountability is more short-term, scripted, and donor-oriented in the former, it is more abstract and ad hoc, with mainly indirect efforts at interactivity, in the latter. Our framework of affordances sheds light on the hitherto under-researched intersection between the literature on CSO accountability and the literature on CSO use of social media.
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