Resumen

BORGES, Jussara; LESSA, Bruna  y  OLIVEIRA, Lídia. The role of social networking sites in communicative strategies of civil society organizations in Salvador-Bahia-Brazil. OBS* [online]. 2014, vol.8, n.3, pp.183-203. ISSN 1646-5954.

Web 2.0 services and, specifically, online social networks open up new opportunities for civil society organizations to communicate with the various actors from citizens to government agencies. This article focuses on the study of 32 civil society organizations from Salvador-Bahia-Brazil, in order to understand what are the communication strategies used by these organizations, considered as promoters of political participation. In each was interviewed the manager and made ??systematic observation of the information available on the organization, either in your online space (website, blog, social network profile, etc..) either supplied upon interview. The use of social networking sites by civil society organizations emerges as a strategy of representation with regard to the promotion of its activities and mobilization in favour of matters relating to the organization and the intended audience.

Palabras clave : Social Networks; Civil Society Organizations; Communication; Salvador-Bahia-Brazil; Web 2.0; Political Participation.

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