Online Advocacy: Analysis of Human Rights NGO Websites

Abstract

Recent events illustrate the connection between Internet usage and political action, yet non-governmental organizations (NGOs) still seek effective Web strategies for human rights advocacy. Although most NGOs have websites and engage with technologies such as social networking, initial research shows that many organizations simply use the Internet to enhance existing programmes and activities. NGOs are far less likely than individual activists to undertake cutting edge, creative activities that utilize the potential of new technologies. At the same time, adults and young people around the world are becoming more dependent on the Internet for information and networking. This study analyses the websites of 100 human rights NGOs to better understand how such organizations currently utilize the Internet and how their advocacy efforts may be strengthened. The article outlines existing literature related to online activism, stressing the divide between ‘supersize’ activities that build on existing strategy and ‘theory 2.0’ actions that use the Internet in new and dynamic ways. The results of this study are outlined, highlighting statistics that illustrate the current ways that NGOs use the Web and paying particular attention to creative models. Finally, recommendations are provided for enhancing online strategies for more effective human rights advocacy.