Research on the use of social media by Africa-focused non-governmental organisations in Turkey: Instagram example

Daha With the widespread use of digital platforms, communication methods between non-governmental organisations (NGOs) and target audiences have undergone significant transformations in recent years. Organisations that actively use social media platforms such as Instagram have the opportunity to reach wider audiences by producing highly effective content at low costs. Instagram, which is among the top 10 most frequently used programmes worldwide, is also one of the most popular social media networks in Turkey. Turkish non-governmental organisations are increasingly using Instagram to effectively promote their fundraising efforts, activities, and overall operations. The purpose of this study is to examine how Turkish non-governmental organisations use Instagram images as a tool for communication, advocacy, mobilisation, and fundraising, especially for African children living in "poor" conditions. This research follows a qualitative-descriptive approach based on an interpretive paradigm. The research focuses on the analysis of five Turkish non-governmental organisations that meet the identified criteria: Kardeş Eli Derneği, Sadakataşı Derneği, Gönüllüler Derneği, Afrika İnsani Derneği and Tüm Afrika'nin Dostları Derneği (TADD Africa). Three images from each organisation were identified and a total of 15 images were analysed. Similarly, the perspectives of 15 participants were sought and these participants were selected using a criterion-purposive sampling technique. In the conduct of the study, a qualitative content analysis technique was utilised to identify the unique characteristics of the images posted by Turkish non-governmental organizations. Stuart Hall's encoding-decoding model of communication and Douglas Eyman's theory of digital rhetoric were used as the theoretical framework and method of analysis to examine this phenomenon. The encoding-decoding model was employed to investigate how participants interpreted and understood images posted on Instagram by Turkish non-governmental organisations to solicit donations for African children. The comments provided by the participants were subsequently classified according to the three hypothetical positions of understanding media messages put forth by Stuart Hall. In this context, semi-structured interviews were conducted to reveal the participants' perspectives. The rhetorical structure of the visuals of the campaign was analysed using Douglas Eyman's theory of digital rhetoric with Aristotle's tripartite element of persuasion (pathos, ethos, and logos). The findings reveal that Turkish non-governmental organizations' campaign posts have various characteristics such as the use of colour, depiction of human figures and facial expressions, harmony between visuals and text, emphasis on the campaign focus or issue, behavioural drivers, other textual features, donation amounts and calls to action. Similarly, the findings show that organisations use various elements of digital rhetoric in their campaign posts. These elements include demonstrating expertise, trustworthiness, and goodwill through ethos; appealing to emotions through pathos; and presenting clear, logical, and well-organized arguments (or lack thereof) through logos. Analysis of Stuart Hall's three hypothetical positions revealed that none of the participants adopted Turkish non-governmental organizations' preferred reading or dominant position. Participants either partially agreed with the status quo (negotiated position) or completely opposed the dominant-hegemonic code (oppositional position). Keywords: Turkish Non-Governmental Organisations, Instagram, Image, Encoding-Decoding, Digital Rhetoric. sonra doldurulacaktır