Networking Technologies for Collective Action: Two Opposing Models of Activism Presentation to the Greek Politics Specialist Group Conference Athens, 4-5 February 2009 Anastasia Kavada Post-Doctoral Research Fellow Communication and Media Research Institute (CAMRI) University of Westminster

The Internet and Citizen Coordination Tendency to talk about the internet as one medium (often meaning the web) Common Assumptions ‘The internet leads to greater decentralization and horizontality’ ‘The internet is used more effectively by actors with a more decentralized and horizontal structure’  Web 2.0 or the ‘Participatory Web’ is thought to enhance this tendency towards decentralization and non-hierarchical organizing Anastasia Kavada Greek Politics Specialist Group Conference

However…  Different internet applications afford different forms of communication  Citizen groups have different understandings and attitudes of how the internet can be used  In addition, internet use is affected by: Resources Political Culture Organizing Structure Strategy and Mission Anastasia Kavada Greek Politics Specialist Group Conference

Web Platform Design and Participation  The way platforms are designed affects their affordances for coordination and for fostering a feeling of community This presentation is going to investigate: Requirements for entering/using a platform Roles prescribed for users of the platform Features/Applications –Type of communication: One-to-one, one-to-many, many-to-many, many-to-one –Degree of interactivity Content Management –Degree of control of message/agenda Degree of visibility and personalization Diffusion of campaign message outside the platform Anastasia Kavada Greek Politics Specialist Group Conference

The European Social Forum A process launched by the Global Justice Movement in Europe Designed to build solidarity among movement participants, to help them network and exchange experiences Belief in participatory democracy –Emphasis on the inclusiveness of equals –Avoidance of hierarchies First ESF: Florence It was held in Athens in 2006 OpenEsf.net An online platform aiming to provide a stable networking space between meetings Anastasia Kavada Greek Politics Specialist Group Conference

OpenESF.net Entry requirements: low Registration by providing name and address Roles: Participants: present themselves and their concerns, participate in projects, create pages Project coordinators: same as participants but they also launch projects Web managers: responsible for the smooth running of the platform Anastasia Kavada Greek Politics Specialist Group Conference

OpenESF.net Services/Applications available to each project Blog list Wiki page Add images  Allow many-to-many, lateral communication Content Management: Content is created by all registered users -Web managers: mainly tidy up the website Diffusion of Campaign Message: No tools that facilitate the diffusion of the campaign message to people not registered in the platform Anastasia Kavada Greek Politics Specialist Group Conference

OpenESF.net Visibility: All registered users can create their own profile Personalization/Presentation of Self Photograph, Information, Interests, Groups they belong to, Pages they have authored Can use their own name or a pseudonym Anastasia Kavada Greek Politics Specialist Group Conference

OpenESF.net Functions The platform facilitates:  Self-organizing  The search for partners on common projects  Feelings of community and the establishment of interpersonal trust  Development of citizen skills  Innovation/Creativity in terms of campaigning issues Anastasia Kavada Greek Politics Specialist Group Conference

OpenESF.net Shortcomings…  Quite chaotic, particularly for new members: too many projects, some of them abandoned  No central message, no focal point  Inward-looking: difficult to diffuse the message outside the platform Anastasia Kavada Greek Politics Specialist Group Conference

Avaaz.org A new web movement launched in January 2007 Aim: to bring people-powered politics to international decision- making Co-founded by members of MoveOn.org - Attempting to take the MoveOn model global Strategy: Advocacy and quick responsive action –Diffusing the message to mainstream media –Mobilizing massive numbers of people to sign petitions Over 3,000,000 participants Anastasia Kavada Greek Politics Specialist Group Conference

Avaaz.org Entry requirements: low Registration by providing name and address Roles: Participants: sign petitions, donate money, spread message to their friends Volunteers: auxiliary role in: translation, research, proofing of the website, moderation of comments or photos submitted by members, commenting on draft documents and s, graphic design, shooting/editing videos, spreading the word through social media… Campaigners: decide on campaigns, communicate with participants, represent Avaaz in face-to-face meetings with leaders Anastasia Kavada Greek Politics Specialist Group Conference

Avaaz.org Services/Applications Blog Sign up to list Donate money Sign a Petition Tell your friends Volunteer  Mainly top-down, one-to-many communication Content Management Content mainly created by Avaaz (apart from comments to blogs) Anastasia Kavada Greek Politics Specialist Group Conference

Avaaz.org Diffusion of Campaign Message ‘Tell your friends’: message diffused in participants’ personal networks Visibility Only the Avaaz campaigners are visible Personalization They are mentioned by name and send s to Avaaz participants using their name Anastasia Kavada Greek Politics Specialist Group Conference

Avaaz.org Functions  Quick Action – Mass mobilization  Central coordination  Central control of the campaign message  Facilitates online action without commitment Anastasia Kavada Greek Politics Specialist Group Conference

Avaaz.org Shortcomings…  Difficult to create feelings of community  Does not facilitate lateral communication among participants and interpersonal trust Anastasia Kavada Greek Politics Specialist Group Conference

Avaaz on Facebook Complementary Functions More visibility for ‘fans’ Greater interactivity - ‘Fans’ can: –Contact their friends –Post links –Post on the wall –Hold discussions (Limited) Potential for ‘fans’ to contact each other Broader diffusion of campaign message e.g. through the ‘news feed’ function Anastasia Kavada Greek Politics Specialist Group Conference

Conclusion The design of the website…  comes inscribed with particular cultures of citizenship and organizing structures  affects community building, interpersonal trust, and coordination  the internet can facilitate both top-down control and self- organization Anastasia Kavada Greek Politics Specialist Group Conference