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Information, Community, and Action on Sina-Weibo: How Chinese Philanthropic NGOs Use Social Media

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Abstract

This study explored Chinese NGOs’ behavior on domestic social media platforms. By observing 155 rural education NGOs on one of China’s most popular social media sites, Sina-Weibo for 6 months, we found that despite Internet censorship and the unique government-NGO relationship in China, the Chinese NGOs are active on Weibo. Like their Western counterparts, the Chinese NGOs use social media to share information, build community, and mobilize resources. Because the Chinese NGOs face some unique legitimacy problems, aside from using social media to attract followers, they also use social media’s powerful broadcasting function to improve organizational legitimacy. To fit into the Weibo community, the organizations use a large amount of slang and emoji, and publish a significant number of posts which cover popular topics, but are not related to their work.

Résumé

Dans cette étude, nous avons examiné le comportement des ONG chinoises sur les plateformes des médias sociaux nationaux. En étudiant 155 ONG pour l’éducation en zone rurale sur l’un des sites des médias sociaux chinois les plus populaires, Sina-Weibo, pendant six mois, nous avons constaté que malgré la censure sur Internet et la relation particulière entre le gouvernement et les ONG en Chine, les ONG chinoises sont actives sur Weibo. Comme leurs homologues occidentales, les ONG chinoises utilisent les médias sociaux pour partager l’information, créer une communauté et mobiliser des ressources. Les ONG chinoises faisant face à des problèmes de légitimité particuliers, mis à part l’utilisation des médias sociaux pour attirer des abonnés, elles utilisent également la puissance de diffusion des médias sociaux pour améliorer la légitimité de leurs organisations. Pour intégrer la communauté Weibo, les organisations utilisent une grande quantité d’argot et d’ « emoji » (émoticônes), et publient un nombre important de messages traitant de sujets populaires mais qui ne sont pas liés à leurs travaux.

Zusammenfassung

In dieser Studie wurde das Verhalten chinesischer nicht-staatlicher Organisationen auf inländischen sozialen Medienplattformen untersucht. Eine sechsmonatige Beobachtung von 155 nicht-staatlichen Organisationen für ländliche Bildung auf Sina-Weibo, einer der beliebtesten sozialen Medienplattformen in China, zeigte, dass die Organisationen trotz einer Internetzensur und der speziellen Beziehung zur Regierung auf Weibo aktiv sind. Wie ihre westlichen Gegenstücke, nutzen auch die chinesischen nicht-staatlichen Organisationen soziale Medien, um Informationen weiterzugeben, Gemeinschaften zu bilden und Ressourcen zu mobilisieren. Da diese Organisationen auf einige besondere Legitimitätsprobleme stoßen, nutzen sie neben den sozialen Medien zur Gewinnung von Anhängern auch die einflussreiche Rundfunkfunktion der sozialen Medien zur Erhöhung ihrer organisatorischen Legitimität. Um in die Weibo-Gemeinschaft zu passen, kommunizieren die Organisationen sehr viel in der Umgangssprache und mit Emojis und veröffentlichen eine ganze Reihe von Posts zu beliebten Themen, die aber nicht mit ihrer Arbeit in Verbindung stehen.

Resumen

El presente estudio exploró el comportamiento de las ONG chinas en las plataformas de medios sociales nacionales. Mediante la observación de 155 ONG rurales de educación en uno de los sitios Web de medios sociales más populares de China, Sina-Weibo, durante seis meses, encontramos que a pesar de la censura de Internet y la singular relación gobierno-ONG en China, las ONG chinas son activas en Weibo. Al igual que sus contrapartes occidentales, las ONG chinas utilizan los medios sociales para compartir información, construir comunidad y movilizar recursos. Dado que las ONG chinas se enfrentan a algunos problemas de legitimidad únicos, aparte de utilizar los medios sociales para atraer a seguidores, también utilizan la potente función de retransmisión de los medios sociales para mejorar la legitimidad organizativa. Para integrarse en la comunidad Weibo, las organizaciones utilizan una gran cantidad de jerga y emoji, y publican un número significativo de posts que cubren temas populares, pero no están relacionados con su trabajo.

摘要

本研究探讨中国NGO在国内社交媒体平台上的行为。在对中国最热门社交媒体网站之一——新浪微博上的155家农村教育NGO进行6个月的观察后,我们发现,尽管存在互联网审查和中国独特的政府-NGO关系,中国NGO在微博上的活动仍非常活跃。与其西方同行一样,中国NGO使用社交媒体分享信息、构建社区并调动资源。由于中国NGO面临一些独特的合法性问题,因此除了使用社交媒体吸引跟随者之外,他们还使用社交媒体的强大广播功能改善组织合法性。为适应微博社区,这些组织使用大量俚语和表情符号,并发布覆盖热门主题,但与其工作极少相关的大量帖子

ملخص

بحثت هذه الدراسة سلوك المنظمات الغير حكومية (NGO) الصينية على منصات وسائل الإعلام الإجتماعية المحلية. من خلال مراقبة 155 منظمات غير حكومية (NGO) للتعليم في المناطق الريفية على واحد من مواقع وسائل الإعلام الإجتماعية الأكثر شعبية في الصين، (Sina-Weibo) لمدة ستة أشهر، وجدنا أنه على الرغم من الرقابة على الإنترنت والعلاقة الفريدة بين الحكومة والمنظمات الغير حكومية (NGO) في الصين، المنظمات الغير حكومية (NGO)الصينية نشطة على (Weibo) مثل نظرائهم الغربيين، تستخدم المنظمات الغيرحكومية (NGO) الصينية وسائل الإعلام الإجتماعية لتبادل المعلومات، بناء المجتمع، تعبئة الموارد. لأن المنظمات الغير حكومية (NGO) الصينية تواجه بعض مشاكل شرعية فريدة من نوعها، فضلا” عن إستخدام وسائل الإعلام الاجتماعية لجذب الأتباع، كما أنها تستخدم وظيفة بث وسائل الاعلام الاجتماعية القوية لتحسين الشرعية التنظيمية. لتناسب مجتمع (Weibo)، تستخدم المنظمات كمية كبيرة من العامية والرموز التعبيرية، ونشر عدد كبير من الوظائف التي تغطي موضوعات شعبية، لكن ليست ذات صلة بعملهم.

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Notes

  1. If Netizens in China want to log in Facebook and Twitter, they have to use Virtual Private Network (VPN). Some VPN services are free, some with charges, some are provided to employees of foreign companies. Such a service is not widely available. The free VPN services are also very unstable, as the government’s Great Fire Wall can detect them and block them.

  2. Data reported by Sina-Weibo: http://data.weibo.com/report/reportDetail?id=215.

  3. In China, three executive documents govern the field of nonprofit registration and management: the 1998 Regulations on the Registration and Administration of Social Organizations of the People’s Republic of China; the 1998 Temporary Regulations for the Registration of Non-governmental and Non-commercial Enterprises; and, the 2004 Regulations of Foundations. Based on these documents, the government recognizes two types of legal private nonprofit entities: NPOs that are registered with the Ministry of Civil Affairs, and organizations which are exempted from registration. The latter further includes three types: (1) people’s organizations; (2) organizations that are granted exemption from the State Council, such as the Chinese Writers’ Association, the China Disabled Persons’ Federation, the Red Cross Society of China, and the Soong Ching Ling Foundation; and (3) organizations within government, state-owned enterprises or nonprofit entities such as student organizations in universities, a.k.a, the “internal organizations.” Some independent organizations could not meet the criteria for registration; they could apply to certain types of institution, such as an existing NPO, a government body, or university, to become a subsidiary organization, or called “an associated organization” (gua-kao). Then, they can be treated the same as the internal organizations. Other organizations may opt to register as business entities, or operate without any official identity.

  4. Renren, which means “everybody,” primarily attracts students from universities and colleges who want to build their social network. It is very similar to Facebook. Baidu Tieba is an Internet forum established by Baidu Corporation. It began to operate in November 2013, and is the biggest Chinese forum in the world. QQ zone is a social media platform that is connected to users’ QQ accounts. It offers plenty of functions, such as diary, blog, photo album, video, and music sharing. Douban Group is a Chinese forum that focuses on literature and the arts. It mainly contains user-generated reviews of books, films, and music.

  5. Vivid posts such as pictures and videos do help attract audience. However, sometimes, the information in these posts can be miss-interpreted. One of the NGOs in our sample got into trouble with the government after our study period. This organization shared pictures which showed extreme poverty in remote mountain areas of China. The pictures were retweeted many times by others, and caught the government’s attention. The government official later contacted the organization, asking them why they had shared such pictures. The organizational leader, while interviewed by our team did not disclose details, but said he suspected that the government considered the pictures to be offensive, because the “pictures showed the public that the local government was not doing their job properly.”

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Zhou, H., Pan, Q. Information, Community, and Action on Sina-Weibo: How Chinese Philanthropic NGOs Use Social Media. Voluntas 27, 2433–2457 (2016). https://doi.org/10.1007/s11266-016-9685-4

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