Advocacy equality web 2.0

Web : Liberty, Equality, Fraternity

Lecture Prepared by Anirudh Agrawal
PhD Fellow CBS
Aag.ikl@cbs.dk

Elanor Colleoni Micheal Etter Anirudh Agrawal
Slides developed from Elanor Colleoni Class

• Currently pursuing PhD in Social Entrepreneurship
• Consultant to Start-Ups and firms investing in India
• Co-founded Schultz and Kaiser, Biotech consulting firm focused on selling
Indian Bio-tech patents to MNC Bio-tech companies
• Professional Experience : Commercial Engineer at Veolia Water
• Pre-Doctoral program in Strategy : HEC Paris
• Masters thesis in Social Entrepreneurship
• Bachelors and Masters in Mechanical Engineering


Next 3 lectures
• Advocacy and Activism focused on Online Media
• Online Trust and Reputation Management, Online
Marketing
• Business Models and Open Innovation focus on
Internet, Co-creation, Crowdsourcing


Contents for Todays Lecture
• Fundamental Rights / Shared Values
• World of internet : Changing paradigms
• Civil Society Organizations and Social Movements
• Advocacy and Activism


1.
Rights/Values

Fundamental Rights/Human Rights
• Right to marriage/Friendship/Association/Assembly
• Freedom of move/change jobs/cities
• Freedom of religion
• Freedom to think and express
• Habeas Corpus
• Right to Life
• Right to Information
• Equality/Liberty/Fraternity


Activity 1

• What will you do if you find out that a particular firm is
exploiting child in third world country to provide
comfort/health/affordability to you?...Example :
• http://www.youtube.com/watch?v=4iYnH3fQH7c

• No education
• No choice in life
• No information
• Suffer discrimination
• Firms make profit on their innocence

2. Internet


Number of Internet User 2010


Number of Internet Users as Percentage of country’s Population


Internet CensorShip


Internet in Europe


Twitter Statistics

Twitter Company Statistics Data
Total number of active registered Twitter users 500,250,000
Number of new Twitter users signing up everyday 150,000
Number of unique Twitter site visitors every month 180 million
Average number of tweets per day 55 million
Number of Twitter search engine queries every day 1.6 billion
Percent of Twitter users who use their phone to tweet 41%
Percent of tweets that come from third party applicants 60%
Number of people that are employed by Twitter 175
Number of active Twitter users every month 100 million
Percent of Twitters who don’t tweet but watch other people tweet 40%
Number of days it takes for 1 billion tweets 5 days
Number of tweets that happen every second 8,900
Twitter Annual Advertising Revenue Revenue
2013 (Projected) $399,500,000
2012 $259,000,000
2011 $139,000,000
2010 $45,000,000


FaceBook Statistics

Facebook Statistics Data
Total number of active Facebook users 900 million
Total number of minutes spent on Facebook each month 700 billion
Percent of all Facebook users who log on in any given day 50%
Percent of 18-34 year olds who check Facebook when they wake up 48%
Percent of 18-34 year olds who check Facebook before they get out of bed 28%
Average number of friends per facebook user 130
Average number of pages, groups, and events a user is connected to 80
Average number of photos uploaded per day 250
Global Facebook Reach Statistics
Number of languages available on the Facebook site 70
Percent of Facebook users who are outside the United States 75%
Number of users who helped translate Facebook 300,000
Facebook Platform Statistics
Average number of aps installed on Facebook each day 20 million
Total number of apps and websites integrated with Facebook 7 million
Facebook Mobile Phone Statistics
Number of Facebook users who access the site through a mobile device 350 million
Every 20 Minutes on Facebook
Links shared 1 million
Friends requested 2 million
Messages sent 3 million


Youtube Statistics

1.) 35 hours of video footage is uploaded to the site every 16.) The total number of advertisers using YouTube has
minute increased 10-fold in the last year
2.) Over 13 million hours of footage was uploaded in 2010 17.) There are currently over 10,000 official partners
3.) More video is uploaded every 60 days than the three major 18.) Content ID--YouTube's automated system that serves as a
US television networks produced in 60 years copyright-violation watchdog--scans 100 years' worth of content
4.) Each week, YouTube receives the equivalent of 115,000 full- every day
length feature films in uploads. 19.) 1000 partners are now using Content ID
YouTube Demographics 20.) Over one third of YouTube's total monetized views come
5.) 70% of YouTube traffic comes from outside the U.S. from Content ID.
6.) YouTube is localized in 25 countries across 43 languages YouTube & Social Video
7.) The base age demographic for YouTube is 18-54 21.) Over 5 million people have found and subscribed to a
YouTube Views/Usage/Content friend's channel using YouTube's friend-finding tools
8.) Over 2 billion videos are viewed every day 22.) Every auto-shared tweet results in six new YouTube.com
browsing sessions
9.) YouTube Mobile gets over 100 million views per day
23.) More than half the videos on YouTube have been rated or
10.) In 2010, there were over 700 billion video playbacks commented on by users
11.) A full 10% of YouTube videos are in HD 24.) Over 4 million people are connected and auto-sharing to at
12.) There are 7,000 hours of full-length movies and television least one social network
episodes available on YouTube. 25.) Every day, millions of clips are "favorited" and millions of
Monetization & Copyright On YouTube subscriptions occur
13.) 2 billion video views per week are monetized
14.) Hundreds of partners are making six figures per year
15.) 94 of AdAge's top 100 advertisers have run campaigns on
YouTube


Global ICT developments, 2001-2011
100

Mobile-cellular telephone subscriptions
90
Individuals using the Internet
80
Fixed-telephone subscriptions
70
Per 100 inhabitants

Active mobile-broadband subscriptions

60 Fixed (wired)-broadband subscriptions

50

40

30

20

10

0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011


Mobile-cellular subscriptions per 100 inhabitants,
140 2001-2011
Developed

120 World

Developing
100
Per 100 inhabitants

80

60

40

20

0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011


Active mobile-broadband subscriptions per 100 inhabitants, 2007-2011

60
Developed

World
50
Developing
Per 100 inhabitants

40

30

20

10

0
2007 2008 2009 2010 2011
The developed/developing country classifications are based on the UN M49, see:
http://www.itu.int/ITU-D/ict/definitions/regions/index.html
Source: ITU World Telecommunication /ICT Indicators database


Global mobile-cellular subscriptions, total and per 100 inhabitants, 2001-2011
6000 100

90
5000
80
Subscriptions (in millions)
70
Mobile-celullar subscriptions (millions)

4000

Per 100 inhabitants
Per 100 inhabitants
60

3000 50

40
2000
30

20
1000
10

0 0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Source: ITU World Telecommunication /ICT Indicators database


Top 10 countries with the lowest ICT prices, 2010
Monaco

Macao, China

Liechtenstein

Hong Kong, China 2010

United Arab… 2008

Singapore

Luxembourg

Norway

Iceland

Denmark

0.0 0.2 0.4 0.6 0.8

ICT Price Basket (=Price as a % of income)
Source: ITU Measuring the Information Society 2011


Growth in Internet based advertising revenue


Activity 2

• In groups of five, think about top 5 ways you have
collaborated with your peers on Internet?
• And than think how would the same activities happen
without internet?
• Than discuss the new possibilities of collaboration in
internet world !!!
Could be in commenting on facebook, sharing
videos, re-tweeting on twitter, tagging on
facebook, gaming, poker, assignments


Global Internet Map 2011

http://r3zn8d.files.wordpress.com/2012/01/global-internet-map-2011-x.png


What is Advocacy?

• The act of pleading or arguing in favor of something, such as a cause, idea, or policy;
active support.
(The American Heritage® Dictionary of the English Language, Fourth Ed © 2000 by Houghton
Mifflin Company)

• The ability of an organization to facilitate communication between citizens and
decision makers
( “Using Online Advoacy” available at www.groundspring.org)

• Comprehensive efforts to grow membership, engage potential supporters, cultivate
relationships, build communities, raise awareness, and mobilize constituencies around a
cause. (“Using Online Advoacy” available at www.groundspring.org)

Slides developed from Elanor Colleoni Class Courtesy : www.npower.org

Examples of Advocacy
• GreenPeace
• India Against Corruption
• PETA
• Oxfam
• Campaign Against Nuclear Disarmament
• Pro-Choice Movement vs Pro-Life Movement


Business Oriented Advocacy
• Energy Lobby
• National Rifle Association
• Greenpeace
• Financial Services Roundtable


Competing Advocacy Groups
• War on Iraq (for vs against)
• Life (abortion vs life)
• Nuclear Disarmament (peace vs security)
• Strict environment regulation (environment vs jobs)
• Immigration Debate in Denmark (equality vs social
security depletion)
• Capitalistic markets vs Socialistic markets


Coal vs Wind
• http://www.youtube.com/watch?v=i-FhIgtoLxU
• Coal
• http://www.youtube.com/watch?v=n_xcvpM-UV0
• Wind


BuzzWords in Advocacy
• E-campaign, Campaign • Motivate
• Protests • Take Action
• Activism • Outreach
• Debates • Inform
• Impact • Activate
• Policy • Effectuate
• Engage • Sympathize
• Recruit • Equality
• Retain
• Mobilize

Strategies Adopted by Activists

Strategies & Tactics Quiet Negotiation
Meet Civil Servants
Share Information
Low Non-Public Briefs
Profile

Continued Negotiation
Goal: Medium Meet Civil Servants
To Win Profile Public Briefs
“Feed” Opposition
Appear at Committees
MPP Visitations
Alliances with Other Groups
Letters to MPP’s/Newspapers

Public Criticism
High P.R. and Ad Campaigns
Profile Work Opposition
Release Information
Letter Writing
Demonstrating & Rallies

Activity 2
• How do you get your information? In what ways can
you bring your voice and concerns?


How do you get information?


What are traditional platforms of information sharing
and communication?
• Newspaper
• Word of Mouth
• Television/Radio
• HamRadio/ Amateur Radio
• Observation
• Internet


Courtesy:
Slides developed from Elanor Colleoni Class The New Breed of Activism What it is, How it is applied, How you use it By: Gautam Raju and Eyal Halamish

Diffusion of Information
• One way
• Networks
• Collaborative Information exchange


Who are the gatekeepers of Information?
• Government with the power of law
• Business Tycoons with control over media
• Media Editors
• Server and information router


What is social media?
• Social media is a web-based and mobile based technologies forum which is used to
turn communications into interactive dialogue among organizations, communities and
individuals, e.g. Facebook, Twitter, YouTube, Pintrest, internet
forums, weblogs, social blogs, podcast, photographs or pictures, video, rating and
social bookmarks.

http://www.youtube.com/watch?v=AN-kIJI_5wg


Slides developed from Elanor Colleoni Class The
Courtesy: New Breed of Activism What it is, How it is applied, How you use it By: Gautam Raju and Eyal Halamish

Crowdsourcing
• http://www.youtube.com/watch?feature=endscreen&v=ZSTurPXtDAw&NR=1


Facebook and Twitter are Bigger Than Many
Countries


But they aren‟t the top social networks in every
country.


Optimists

• Yes, digital media is changing everything
• Makes it easier for people to communicate, organize
protests, and other movements
• Don’t have to rely on the mainstream media anymore.
(Wikileaks!)
• Iran protests – Twitter, YouTube
• UK Student Protests – Twitter (organising)
• Change from a media that talks AT you (TV) to a media
you use to communicate (Facebook, Email, Mobiles)


Wikileaks
• “We open governments”
• Allows people to give – and get – raw
information without relying on the traditional
news media.


Twitter in….Iran

• Al Jazeera (10 Jan 2011): “In
the summer of 2009, the
word on everyone's lips was
"Iran." As the youthful
Green Movement rose up
against what they perceived
to be a tampered
election, the world banded
together in solidarity. The
hashtag #iranelection
trended on Twitter for
weeks, while media outlets
spoke of a "Twitter
revolution."
•

Twitter in London

• Student protests last
month (December
2010) against fees.
• Activists used Twitter
and Google Maps to
avoid police, and
send messages to
each other about
where to organize.


Pessimists

• No, digital media doesn‟t change everything
• People‟s tastes are still for entertainment
• Not everyone has access to digital media
anyway, particularly poorer people
• Television still reaches a much bigger global audience
• Even with Wikileaks, most people learn about it from
mainstream media.
• Even in Iran, and London, Twitter/new media not the
cause of revolution


Even Wikileaks relies on mainstream media to
get the word out…


Iran 2009– Mostly outsiders tweeting

• „Twitter functioned
mainly as a huge echo
chamber of solidarity
messages from global
voices, that simply
slowed the general
speed of traffic,‟ (Harkin
2010)

• Most actual protests
organized by text or
word of mouth (the old
fashioned way).


But even “rich” countries have uneven access.
• 1/3rd of Americans don’t use fast internet


People Still Spend More Time Watching TV and
Film than on the Internet


Television Audiences Can be in the Billions
(Compare to Facebook and Twitter numbers
earlier)
• 1. Michael Jackson‟s
Funeral – 2.5-3 billion?
• 2. Princess Diana‟s
Funeral – 2 billion
• 3. 2010 FIFA Final – 1.75
Billion
• 4. Funeral of Pope – 1
Billon people
• 5. Rescue of Chilean
Miners – 1 billion people.


Civil Society
Organization

What is Civil Society?

• Developmental Non Governmental Organizations
• Citizens Groups
• Self Help Groups
• Professional Associations
• Registered Charities
• Business Associations
• Trade Unions
• Faith Based Associations
• Coalition and advocacy Groups etc.


What is Civil Society?

“Civil society or civil institutions can be in totality
referred to as voluntary, civic and social organisations
or institutions which form the basis of a functioning
society as opposed to the force backed structures of a
state (regardless of that state's political system)”.


What is a Civil Society?
Civil Society Organization Corporation
Aim Social Value Creation Economic Value Creation
Role of Profit Non Profit Making Profit Maximizing
Activities Production of social Production based on
services like : Advocacy, demand demand and supply
activism, human rights in the market in relation to
movement, grant-giving profit maximization
Funding Grants, donations Self Funding, market

Governance Participation, democratic, Based merit, capital
stakeholders and other social
factors


Functions of Civil Society Organization

Civil Society‟s involvement occupies a critical place in
the governance process and promotes good
governance by facilitating people‟s collective action for
attaining sustainable socio-economic outcomes for the
common good of the society.


• Citizenship Development: For citizens to be active in public
affairs and participate in efforts that promote good governance.

• Policy Formulation and Advocacy: Influencing the decisions of
legislators, elected representatives and public administrators

• Watchdog role: Playing a crucial role in evaluating the policies
and actions of the Government

• Counterbalance State and Business: Crony Capitalism, plurality,



• Welfare Service Delivery: Providing necessary institutional
basis for service delivery.

• Impacting Electoral Politics: Impacting the outcomes of the
electoral process

• Reform and Social Change: Serve as an instrument for
reform and social change

• Collective Action: Facilitating peoples collective action in
attaining sustainable socio-economic outcomes


Social Movement is a
• challenge to
– authorities, power-holders, OR
– cultural beliefs and practices
– (NOTE: others would say “actions to promote or resist social
change”)
• that is
– collective (multiple people)
– organized (coordinated, at least to some degree)
– sustained (lasts a while, not just one outburst) and
– non-institutional (the most problematic part of a standard definition
– outside the “normal” structures or routines of society. More about
this shortly.)


Different ways of defining movements
• As groups of people (the most natural idea): BUT a
movement can continue as the people in it come and go

• As a (single) challenge that lasts a long time – but misses the
complexity of movements

• As preferences for change (i.e. as sets of ideas) (McCarthy &
Zald 1977 – commonly cited) BUT although the preferences
bound a movement, they are not the thing itself

• As sets of actions with common orientations toward social
change preferences

Another, related way of defining terms
• Collective action (esp. protests): people act together in some
concerted fashion.
• Collective campaign: series of collective actions oriented
toward the same general social change goal bounded by
space, time, and/or participants
• Social movement: a complex set of collective campaigns and
other collective events broadly oriented to the same general
goal
– Emphasis on complexity, diffuse boundaries
– Competing definitions, orientations within the movement


Organizations
• Social movement organization (SMO): an organization
(with boundaries, members, a structure) explicitly oriented
toward movement goals. National Organization for Women.
NAACP. Greenpeace.
• Other organizations (sometimes called “preexisting”
organizations) may be part of movements, but their “purpose”
is not the movement. I.e. churches, unions, fraternal
organizations, government agencies.
• All the organizations in a social movement taken together may
be called a social movement sector (but the term is NOT
popular)
• BUT . . .


Social Movement Private Organization
Governance Leader driven, Ideology Capital Driven, Market
driven, Social Values driven opportunity driven
can be hazy as well
Goals Hazy but values driven Well Defined
Stakeholders Agreement is loosely bound, Agreement towards common
differences may occur over a goal, long term commitment
period of time, commitment is
shaky
Organizational Characteristics Case by case (PETA vs Organized
Vegetarian food)
Organizational structure Loose, based on shared organized
values, difficult to bind
togather over a long period of
time, leadership is not well
defined
Financials Not defined, personal finance, Well defined
philanthropy, church

The basic questions about movements

Why are there social movements?
How are there social movements?


Why movements? Depends on the question
• Why do people need movements? Issues of
disadvantage, power differentials
• Why do people think they need movements? Issues of
interests, grievance formation, ideologies.
• Why are people able to form movements? Issues of
resources, capacities, opportunities.
• Why do movements succeed? Issues of opportunity, strategy.
• Why do movements rise and fall? Issues of
coevolution, dynamics.
We will be discussing all these different issues!


Coevolutionary Theory
• Builds on political process
• Stresses that movements change/evolve not only from their
own internal logic but in interaction with other actors
• Stresses that regimes, opponents, media, etc. ALSO
change/evolve in interaction with movements
• Historical trajectories are the consequences not only of the
movement’s choices but of what others do.
• No actor can control outcomes, because the outcomes are
ALSO a product of others‟ actions and choices AND ALSO
sheer luck & external circumstances like the weather


state

Civil society
market


• http://edition.cnn.com/video/?hpt=ibu_t2#/video/
business/2013/02/22/intv-wbt-sony-playstation-
house.cnn


Online Activism
• http://www.youtube.com/watch?v=bHhCP5ad-zM


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