Sociale medier og politisk interessevaretagelse i danske NGO'er

Pernille Bruggeling

Studenteropgave: Speciale


The purpose of this master thesis is to investigate, analyse and discuss how Danish NGOs' use social media in their pursuits within public affairs and what importance social media has to the role and legitimacy of the NGO’s in political decision making processes. The thesis draws upon a number of theoretical perspectives amongst Castells, Esbensen, Esmark, Harr, Hjarvard and Orlikowski to investigate and explain public affairs in a Danish context and in relation to social media as both a platform and generator of communication. The thesis rests methodologically on both a quantitative survey targeting all Danish members of the NGO association ISOBRO and text analysis of selected posts from twelve Danish NGOs' Facebook and Twitter profiles. The results show that only few of the organizations consider the use of social media to be relevant to their public affairs strategies, but that they actually practice both direct and indirect public affairs in their social media campaigns. The following six tendencies are characterizing the NGOs' use of social media in regards to public affairs agendas: Tagging of political actors, ongoing conversation with political actors, contact with journalists and media, influencing the media agenda, popularization of communication and mobilization of citizens. Throughout the analysis, it becomes apparent, that the use of social media influences the NGOs' legitimacy and accountability in both political and nonpolitical contexts. The public and interactive nature of social media plays a distinct role in defining the NGO as a relevant empowered political actor in relation and negotiation with citizens, media and other political actors. Therefore, it becomes of great importance to the NGO to strategically consider what the use of social media technologies can contribute with on a political and organizational level and how they can meet their audience’ communicative expectations while fulfilling their own communicative and political goals.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato25 aug. 2016
VejledereSusanne Kjærbeck


  • politisk interessevaretagelse
  • Sociale medier
  • NGO
  • public affairs
  • politisk kommunikation
  • legitimitet
  • beslutningsprocesser
  • kommunikation