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How to cite this article:
Sánchez Jiménez, M. Á.; Correia, M.; De Matos, N. (2018). Main topics used in the social communication by immigration NGOs in
Spain through the social network Facebook.
Doxa Comunicación
, 27, pp. 213-232.
https://doi.org/10.31921/doxacom.n27a10
Main topics used in the social communication by immigration NGOs in
Spain through the social network Facebook
Principales temas utilizados en la comunicación social de las ONG de
inmigración en España a través de la red social Facebook
Miguel Ángel Sánchez Jiménez
is
a
Professor and Researcher at the Department of Marketing and Communication,
University of Cádiz (Spain). PhD in Marketing and Communication. Coordinator of the module of tourism
marketing strategies in the Master’s Degree Program in Tourism at the University of Cádiz and member of the
Research Institute for Sustainable Social Development (INDESS). Research activity oriented to tourism and new
digital technologies in marketing and communication. Author of several publications in indexed journals, books
and participation in research congresses.
University of Cádiz, Spain
[email protected]
ORCID:
0000-0002-4271-3522
Marisol B. Correia
is an Assistant Professor at the School of Management, Hospitality and Tourism (ESGHT) of the
University of the Algarve (UAlg) and she holds a PhD in Electronics and Computer Engineering, Computer Science
specialty, from the University of the Algarve. She is a member-investigator of CiTUR (Centre for Tourism Research,
Development and Innovation) and she is a member-collaborator of the CEG-IST (Centre for Management Studies,
“Instituto Superior Técnico”, University of Lisbon). Her current research interests include business intelligence,
databases, information systems, website evaluation, evolutionary computation, information and communication
technologies applied to management, marketing, hospitality and tourism, among others. School of Management,
Hospitality and Tourism (ESGHT), University of the Algarve & CiTUR, Centre for Tourism Research, Development
and Innovation & CEG-IST, “Instituto Superior Técnico”,University of Lisbon.
University of Algarve, Portugal
[email protected]
ORCID:
0000-0002-1788-6114
Nelson de Matos
is an Assistant professor of Marketing at the University of the Algarve. He has a PhD in Tourism,
and his research interests are Experience Marketing, Tourism Experience, Destination Image, digital marketing
and consumer behavior. He is a member of CIEO -The Research Centre for Spatial and Organizational Dynamics.
He is the author of several publications in national and international journals, conferences and books.
University of Algarve, Portugal
[email protected]
ORCID:
0000-0002-6263-5007
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Abstract
:
This study’s aim is to learn about the communication of Spanish
immigration NGOs in their official social network, Facebook.
Therefore, a content analysis of the publications made by the
NGOs was performed using the software Nvivo11, to identify the
main topics and categorize and subcategorize the publications. In
addition, the study sought to identify the most popular topics, the
ones that generated greater degree of interaction, greater number
of feedback posts, and also the number of likes and comments, for
each category and subcategory. The results showed NGOs focus
to be centered on the geographical locations where immigration
problems occur, and on the subjects that generate greater user’s
interest, such as immigrants problems and consequences, but
also maritime environment. Moreover, findings also shown there
is more interaction in positive messages, among users, than in
those messages related to problems and injustices. In addition,
users were found to be more reluctant to participate in discussions
that required a more active and personal interaction, or a greater
involvement with immigrants, such as reception, integration
and participation. Lastly, findings highlight the importance of
educational topics in the communication of NGOs, due to users’
concern about mafias in immigration.
Keywords
:
Social networks; communication; NGOs; immigration; refugees.
Received: 11/07/2018 - Accepted: 21/09/2018
Resumen:
El objetivo de este estudio es conocer la comunicación de las ONG
de inmigración en España a través de su red social oficial de Fa
-
cebook mediante un análisis de contenido de las publicaciones a
través del software Nvivo 11 en la que se identifican a través de ca
-
tegorías y subcategorías cuáles son los principales temas o asuntos
tratados. Además, para conocer los temas más utilizados y aquellos
que generan mayor actividad o interacción se obtiene el número de
publicaciones, así como el número de “likes” y de comentarios para
cada categoría y subcategoría. En los resultados se determina una
disposición de las ONG a destacar localizaciones concretas donde
ocurren problemas de inmigración y un interés de los usuarios en
lo referente a los problemas y las consecuencias que tiene el entorno
marítimo. Además, se observa en los usuarios una mayor interac
-
ción en mensajes positivos que en aquellos referidos a problemas e
injusticias. También, los usuarios son más reacios en aquellos temas
que requieren de una interacción o una involucración más activa y
personal con los inmigrantes como son la acogida, la integración y
la participación. Por último, resaltar la importancia de los temas
educacionales en la comunicación de las ONG y la preocupación de
los usuarios por las mafias en la inmigración.
Palabras claves:
Redes sociales; comunicación; ONG, inmigración; refugiados.
Recibido
: 11/07/2018 -
Aceptado
: 21/09/2018
1. Introduction
Social networks are used by organizations and institutions both as a channel of communication and as a tool to build social
interactions. Due to the ubiquitous availability of new technologies (i.e., ICT), social networks have radically changed the
way organizations communicate, creating communities and incorporating individual users as part of the information
exchange age (Brendzel-skowera and Lukasik, 2016).
Through a brand community it is possible to strengthen the loyalty of users, and at the same time, it can serve as a
communication channel to exchange knowledge between brands and their target audience (Bruhn et al., 2014). Thus,
many users can use these social networks to stay informed of what is happening around the world, eliminating cultural,
geographical or physical barriers. In addition, empirical research has shown that consumers who participate in brand
communities tend to have a deeper and closer relationship with the brand than those who are not involved in communities
(Laroche et al., 2013; Potgieter and Naidoo, 2017; Rosenthal and Brito, 2017).
In this context, social networks have become an ideal communication channel for non-governmental organizations (NGOs),
making it possible to disseminate the content of their messages about social problems to reach a wider target audience
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(Islam and Walkerden, 2015; Zhou and Pan, 2016). In addition, social networks will allow NGOs to have a more involving
and direct communication with citizens (Arroyo et al., 2013). NGOs are voluntary organizations of citizens, belonging to the
so-called non-profit sector, with national or international nature, formally constituted, with political, economic or social
objectives (Ortega et al., 2011: United Nations Organization UN, 2018). In effect, a large number of NGOs have emerged
with the purpose of meeting and satisfying social needs using programs and actions, since States and countries has failed
to comply with such needs, and the private sector is not interested in intervening in such sector. These organizations carry
out communication campaigns on social issues with the purpose to publicize the existing societal problems and to develop
programs to influence or modify social behaviors, for the benefit of a group of individuals, or for the benefit of the society
as a whole. To do this, they facilitate and stimulate beneficial behaviors and discourages those considered harmful (De la
Casa, 2009; Mier-Terán Franco, 2004).
Within these social behaviors, it is important to highlight the immigration. The international migratory flows are increasingly
important, due to their economic and social impact. The situation can be explained by the fact that many people leave their
countries of origin and settle down in other places in the search of a better life, and thus, millions of people live in a country
other than the one they were born. Moreover, immigration has a social dimension, since there is a close link between the
societies of the country of origin and those selected by the immigrants as the destination, important demographic and
cultural aspects are included on those dimensions (Cuevas, 2018).
Immigration in Spain has experienced a great growth since 2000 and has become one of the basic components of Spanish
demography, and it is a phenomenon of great economic and social importance (Instituto Nacional de Estadística INE,
2017). It should be noted that the Spanish concern about immigration, has more than doubled in recent years, to stand in
the eighth position regarding the main problems the Spanish face presently (CIS, 2017). In addition, the economic crisis
has had a great negative impact on immigrants, which are generally more vulnerable, and regularly placed in less qualified
jobs (Europa Press, 2017).
In this context, a more active role was assumed by the immigration NGOs that intervene in Spain. These NGOs, dedicate
themselves to defend the inclusion of immigrants in their countries of arrival, especially those who flee from their homes in
the search of a better life. The NGOs defend immigrants’ rights, provide them with shelter and medical assistance, and favor
their legal inclusion in the country they arrived while fleeing from the violence in their home country (GuíaONGs, 2018).
From these reflections, it can be argued that communication practices of NGOs need to be evaluated, not only in terms
of technology use but especially regarding the content generated and the efforts made to promote participation by
activating the citizens (creating impact or interaction), allowing the existing social injustice structures to be transformed
(Iranzo and Farné, 2014).
Therefore, the objective of this study is to evaluate the communication of immigration NGOs in Spain, on the official
social network, Facebook. The analysis of the facebook publications’ content, will be made with the aid of the software
Nvivo 11. With the support of the software, categories and subcategories of the main topics can be identified and explored.
Subsequently, to know the most used topics and those that generate the greatest impact or interaction, we obtained the
number of publications, as well as the number of “likes” and comments for each category and subcategory. In this sense, it
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should be noted that the number of “likes” and comments per publication are the main indicators to measure the impact
and interaction in social networks (Hung and Valencia Cobos, 2014, Bueno et al., 2017). The analysis covers all publications
made during the years 2016 and 2017.
The social network considered for this study is Facebook, because it is the one in which NGOs are most active (Nonprofit
Tech for Good, 2018, Hung and Valencia Cobos, 2014). The sample selected for this study is formed by the 10 immigration
NGOs that intervene in Spain, with more than 10,000 followers on Facebook because they are considered the most
representative: Accem, Acnur, Aesco, Association of Support to the Syrian People (AAPS), Association of help to immigrants
without papers, Welcome Refugees, Clear, Platform of aid to refugees in Murcia, Proactive Open Arms and SOS refugees.
2. NGOs and social networks
Social networks or social media have marked a new era in non-profit entities regarding how activities on the communication
channels should be managed, since this new type of communication, constitutes a channel of interaction and dialogue with
audiences to achieve a more fluid and dynamic communication (Jiménez et al., 2017). However, despite the importance of
social media in this area, the number of studies focused on the use of social networks by NGOs is very limited.
In 2005, the new concept of web 2.0 or social web as specified by O’Reilly (2005) highlighted that users will not wait for
companies to communicate through advertising, the uses, and benefits of their products, but instead, they will themselves
share their experiences and opinions on the internet. Thus, a new social web, accompanied by the social networks, emerge
and key elements organizations use in the communication (Gopaldas, 2015). Presently, companies take advantage of the
opportunities offered by the social web, such as enabling the users to create, to share content, to intervene, and to assume
the role of the main protagonist in the commercialization process. Thus, in this section, we will define the concept, social
media marketing, and its fundamental characteristics. In this regard, Nadda et al. (2015) define social networks as content
publishing platforms, where the editing and the exchange of information are facilitated. In short, social networks are at
the service of companies to listen to their customers, but at the same time, they can be used as a marketing tool do design
strategies to interact with customers. Social networks are very advantageous when comparing to traditional communication
environments since it allows users to reach large audiences and provides them with instant mass interaction.
In this context, social networks, are becoming an important part of changing the daily lives of people. At a time, instant
feedback is essential, social media platforms offer this opportunity to its users for free. However, reaching large audiences
is also important for brands, and public institutions and non-governmental organizations. Among these, NGOs have used
this opportunity to reach a wider audience, which transformed social networks as an important tool for these organizations
in increasing the number of followers and the impact of their communication (McPherson, 2015). Therefore, social
networks have marked a new era in the management of NGO activities, as a new type of communication, that provides a
channel of interaction and dialogue to achieve a more fluid and dynamic communication. Companies use social media as
a new marketing tool, to build new business models (Curtis et al., 2010) to strengthen and solidify their relationships with
consumers, and to overcome the limitations of time and place (Bolotaeva and Cata, 2010).
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Thus, inevitably, the new communication environment created by social networks has influenced the public relations’
purpose, especially that of NGOs. In particular, the characteristics of social networks, such as moderation, interactivity,
interchangeability, proximity, receptivity and dialogue (Kent, 2010, Landsbergen, 2010) changed the communication
possibilities of NGOs. Thus, NGOs were forced to change their social campaigns under the requirements and expectations
of the new two-way communication environment, one which requires organizations’ response to establish interaction with
their target audience, promote user’s participation and communication (Nchabeleng et al., 2018).
Overall, NGOs seek to reach their target audience, to increase the number of fans, to interact with them, engage them during
events, campaigns, etc. The channels of social networks are used to reach large masses quickly, and to feed these channels
with instant information about NGOs activities. As Iglesias (2017) argues, social networks are a real mass phenomena,
and their success lies in being a collective space for relationships. Thus, collective organizations, e.g. NGOs, social
movements and associations, are increasing in popularity, taking advantage of the freedom of the environment, creating
their own profile in the network, to communicate more fluidly and constantly with the collective space. In this way, NGOs
can share information about their social activities through social networks, allowing, people to follow these campaigns.
NGOs can build a continuous and solid relationship with their target groups, by exchanging updated information about
their campaigns. Another advantage of using social networks in the promotion, is the ease of adjusting communication
messages according to the current circumstances (
Özdemir
, 2012).
3. International and Spanish immigration
Immigration is a complex social, economic and political phenomenon that characterizes modern times and poses many
challenges to face for both immigrants and host societies. The hosts have to find the best way to incorporate their new
members and know how to handle the cultural, religious and social organization differences brought by foreigners (Zlobina
and Páez, 2018).
In recent years there have been several events that have generated a social and humanitarian crisis, which has alarmed the
entire international community. The arrival of more than one million people searching for international protection, since
2015 to the southern coasts of Europe, (i.e., which are fleeing from armed conflicts and unacceptable living conditions
in the Middle East and African countries), has led to great humanitarian tragedies and crisis at the European Union. The
route that connects the north of Central America with the southern border of the United States, has also become a space of
conflict leading to victims among the migrants in transit. It is also important to highlight, the migratory flows in the large
areas of the Mediterranean, since immingrants leave their home countries in the search for a better life (Arango et al., 2017).
As mentioned above, the immigration to Spain has experienced a great growth since 2000, being one of the basic components
of Spanish demography and a phenomenon of great economic and social importance (Instituto Nacional de Estadística
INE, 2017). Spain experienced an increase of the number of immigrants arriving at the country, during the period of strong
economic growth, originated from the housing bubble at the beginning of the century. However, that arrival stopped
shortly in 2009 with the beginning of the economic crisis. With the crisis, many foreigners returned to their home countries
or sought other destinations, accompanied by the departure of Spaniards in search for better life opportunities. In the
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worst period of the economic crisis, in 2013, Spain had lost a quarter of a million inhabitants in this way. As of 2014, the
emigration lost intensity, and the immigration movement began to recover. In 2015, more foreigners arrived than those
who left, but the departure of Spaniards meant that emigration still predominated. In 2016 and 2017, the migratory balance
was positive with the arrival of more immigrants (El País, 2017, El Confidencial, 2018). During these two years, the countries
from which more immigrants arrive were from Venezuela, Morocco, and Colombia (INE, 2017).
In Spain, the main migratory flows come from the Mediterranean. The International Organization for Migration (IOM,
2018) stated the most common places of immigrants’ departure, were from Algeria and Morocco, reaching 22,103 people.
In addition, more and more people are risking the crossing of the Mediterranean (El País, 2018).
4. Methodology
4.1. Design of the investigation
In order to fulfill the objective of the research, a qualitative research based on a content analysis of the publications made
on the official Facebook pages of the main Spanish immigration NGOs has been done.
Content analysis is an analytical approach used to identify the presence of concepts and themes within a set of qualitative
data and is a popular method of collecting data obtained through social networks (Tuten and Solomon, 2013). The analysis
of qualitative content goes beyond identifying the objective text, to look for meanings and determine themes extracted
from the information to obtain a better understanding of social realities (Ellingson, 2011, Lehtonen, 2000, Rickly-Boyd,
2013). Researchers are concerned with the context of the narratives and experiences reported, to categorize the emerging
themes within the content retrieved (Banyai and Glover, 2012, Ellingson, 2011, Lehtonen, 2000). Qualitative content
research is concerned with producing descriptions and typologies related to expressions that highlight how people
perceive the social world.
Therefore, the content analysis is an effective way to know the main topics or issues addressed by NGOs in their
communication through the social networks. After the main topics have been identified, the number of publications
related to each topic is detailed, as well as the number of “likes” and comments of those publications, thus obtaining which
ones have been most used and those that have raised the most interest.
As a limitation of the study, it should be mentioned that the publications’ images could not be analyzed. The content
referred to images constitutes an important factor in social networks, accompanying the text itself. Although using the
Nvivo 11 software the images can also be categorized, the use of a large number of publications (7689 in total) caused
the analysis of the images to be considered inaccessible for this study. However, the study of the content in images is
considered as a future line of research.
4.2. Data collection
Ncapture, a complementary tool of Nvivo 11, was used to collect the data of the publications made in the social network
of Facebook. With this tool, it was possible to collect and sort all the content of the NGOs’ publications and the comments
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of the users, which greatly facilitated their subsequent analysis (He et al., 2016, Garay and Morales Pérez, 2017; MacKay et
al., 2017).
4.3. Data analysis
To analyze the publications made by the organizations, the information was exported to the Nvivo 11 software, as this
significantly reduces the time implications and complexity associated with manual categorization (Bosangit and Mena,
2009). Using the Nvivo 11 software, it was possible to identify topics with common characteristics allowing the clear
identification of different categories, in which the information will be organized, and the main topics or issues referred
to by the organizations will be established (Hai-Jew, 2014). This method of data analysis has been used in Jiménez’s study
(2018), referring to the analysis of publications in the tourism sector.
Therefore, a categorization process is carried out to identify topics through common patterns of the words most used in
social network publications. In this study an inductive categorization is carried out, since the categories are obtained once
the information has been collected, through the data based on the examination of the patterns and recurrences present
in them (Chaves, 2005). In this sense, a constant refinement of the themes or categories of the words was carried out. For
this, all the words that had some meaning for content analysis were chosen, the valid terms were categorized in relation
to the most relevant attributes or characteristics related to the destination. Adjectives, verbs with difficult or invalid
classification were excluded from the analysis. Afterwards, through Nvivo 11, we obtained the number of publications
related to each attribute, as well as the number of “likes” and comments of those publications, in this way, the most
common attributes and those that generated the greatest level of interest by users, were identified.
Moreover, the analysis of the publications, permitted to assess the most relevant information (i.e., content) which was
used by the Spanish NGOs during their communication in the digital platforms, and to get the users’ perception.
5. Results
For the content analysis, a total of 7689 publications retrieved from the official Facebook accounts, of the immigration
NGOs, between 2016 and 2017 (seeTable 1).
Table 1: Publications made through the official Facebook accounts of the immigration NGOs between 2016 and 2017
Immigration NGOs
Publications
Accem1207
Acnur577
Aesco717
Asociación de Apoyo al Pueblo Siria (AAPS)
430
Asociación de ayuda a inmigrantes sin papeles
95
Bienvenidos Refugiados
1078
Cear736
Plataforma de ayuda a refugiados en Murcia
530
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Proactive Open Arms
1147
SOS refugiados
1172
Total7689
Source: Own elaboration
The content of these publications was assess regarding the main categories about to the topics or issues addressed by the
immigration NGOs in their communication. In total, 11 categories were obtained: “solidarity actions”, “geographical area”,
“social conscience: positive messages”, “social conscience: problems and injustices”, “culture”, “maritime environment”,
“social groups”, “locations”, “ Politics “and” demands “. Then, the content of the publications was analyzed per category,
obtained from the main subcategories.
In Table 2, the results of the main categories ordered by the number of publications are listed. It can be seen that the most
used category with more than 4000 publications is the one referring to “locations”. Subsequently, with more than 3000
publications are the categories “solidarity actions”, “social conscience: problems and injustices”, “geographical scope” and
“claims”. With 2008 publications is the category “social groups” and, finally, with less than 2000 publications, are “culture”,
“social conscience: positive messages”, “maritime environment” and “politics”. Therefore, there is a willingness on the part
of NGOs to highlight places, more specifically, locations and geographical areas. Also prevailing are the publications on
solidarity actions and demands that are made or proposed by NGOs. In addition, issues about problems and injustices that
are committed in immigration are also published.
Regarding the activity or interaction generated by the themes or issues, the categories “maritime environment” and “social
conscience: positive messages” stand out. Despite having few publications, they raise a great interest in users with 297
and 215 interactions respectively. The categories “solidarity actions” and “claims” with almost 200 publications are also
attractive for users. Instead, it should be noted that the categories referred to “locations”, “geographical area” and “social
conscience: problems and injustice” despite having many publications, have a low interaction by users.
Table 2. Main categories identified and their results (number of publications, “likes” and comments)
Categories
Number of publications“Likes” per publicationComments per publication
Locations
4.107108,67,7
Solidary Actions
3.767181,310,4
Social conscience: problems and
injustices
3.579157,310,8
Geographical scope
3.219119,48,0
Claims
3.169179,711,0
Social groups
2.008150,911,5
Culture
1.68498,55,7
Social conscience: positive messages
1.559204,710,3
Maritime environment
1.350281,215,8
Politics
745107,27,8
Source: Own elaboration
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Next, the results of the main subcategories belonging to each category were explored. Consequently, the results per category
are commented.
In Table 3, the main subcategories identified in the “solidarity actions” category and their results are specified. This category
consists of a total of 18 subcategories related to actions for social causes and solidarity. As can be seen (table 3) there is
one term that stands out above the others, “help” with 1343 publications, more than twice the second term. The other
subcategories are quite similar regarding the number of publications, above the 500 publications, these were “welcome”,
“support”, “humanitarian” and “solidarity”.
About the generated activity, the subcategories “rescue” and “save” have more interaction, being the ones most valued
by users with more than 350 interactions per publication. In this sense, it is worth highlighting the very low interaction
of the users about the “welcome” subcategory, despite being the second with the greatest number of publications. There
is also a low participation in the subcategories “participate” and “integrate”. This is interesting, since the reception and
integration of immigrants is one of the most important concerns in immigration. In the last analysis it can be verified that,
although users are inclined to to assess aspects such as saving and rescuing, they are more reluctant in those issues that
require interaction or more active and personal involvement with immigrants such as the reception, integration and the
participation.
Table 3. Main subcategories identified in the category “solidarity actions” and their results
(number of publications, “likes” and comments)
Categories
Subcategories
Number of publications“Likes” per publicationComments per publication
Solidarity actions
Help
1343227,614,2
Welcome
60576,53,7
Support
592217,812,5
Humanitarian
512164,811,0
Solidarity
506132,36,5
Rescue
495358,418,3
Volunteering
490187,512,8
Save
441334,219,7
Participate
31273,02,7
Collaborate
303128,56,6
Complaint
239119,412,7
Donation
223129,56,1
Fight
211224,314,5
Integration
19164,12,4
Marches
164175,79,2
Containers
133119,49,2
Attend
109129,212,0
Apprehend
7951,15,0
Source: Own elaboration
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In Table 4, the main subcategories identified in the category “geographical area” and their results are detailed. This category
consists of a total of 11 subcategories linked to different geographical areas. It can be highlighted two areas, the first one
referred to “Europe” with 1237 publications and the second one to “countries” with 1029 publications. Therefore, although
in the communication of the NGOs references are made to topics related to the geographical boundaries and areas such as
“borders”, “international”, “city”, “people”, “world”, the greatest number of publications addresses information about what
happens in Europe and in its different countries.
Regarding the interest of the publications among the social network users, it can be seen that the number of likes between
the different subcategories is relevant, but not as relevant as those addressing “Europe”, “borders” and “global”, with almost
150 interactions per publication, which shows the interest in immigration at a global level, Europe and in the rest of the
world.
Table 4. Main subcategories identified in the category “geographical scope” and their results
(number of publications, “likes” and comments)
Categories
Subcategories
Number of publications“Likes” per publicationComments per publication
Geographical scope
Europe
1.237136,39,8
Countries
1.02996,76,7
Borders
536132,910,6
International
526100,47,9
City
486106,78,6
Villages
379113,19,5
Global
200133,66,5
Camp
19069,25,4
Island
18094,79,4
Population
14762,74,3
Routes
12466,04,8
Source: Own elaboration
In Table 5, the main subcategories identified in the category “social awareness: positive messages” are presented. In total, 9
subcategories were found linked to positive messages to promote social awareness. In this case, the term “Thanks” stands
out among the others with 521 publications. Subsequently, there are three other subcategories with a good number of
publications such as “hope”, “future” and “peace”, with more than 200.
In the interaction generated by the publications, only the subcategory “dignity” with 359 likes, stands out from the rest.
Table 5. Main subcategories identified in the category “social awareness: positive messages” and their results (number of
publications, “likes” and comments)
Categorías
Subcategories
Number of publications“Likes” per publicationComments per publication
Social awareness:
positive messages
Thanks
521246,911,8
Hope
254236,611,8
Future
243207,38,1
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Social awareness:
positive messages
Peace
228174,211,9
Liberty
125136,07,0
Play
204233,310,5
Dreams
107116,03,8
Enjoy
114134,06,4
Dignity
107359,720,6
Source: Own elaboration
In Table 6, the main subcategories identified in the category “social conscience: problems and injustices” and their
results are shown. This is the category with most subcategories, 38, referring to messages of problems and injustices
about immigration. Thus, in the content of the NGO publications in Spain, the main themes are “war”, “flee” and “dead”
with more than 600 publications, with the other subcategories with very similar number of publications. Therefore, the
communication of immigration NGOs is to certain extent dominated by the use of problems and injustices about social
conscience change, leading to numerous different terms in which the war is a predominating topic and its consequences,
the main issue.
About the likes per publications, the subcategory “hell” with 361 interactions per publication dominates and indicates the
situation of the immigrants, especially in relation to the war effects. Also, worth mentioning are six subcategories with more
than 200 interactions per publication: “despair”, “mafia”, “shame”, “shipwrecks”, “drama” and “losses”. With these terms, two
new topics such as the mafia and shipwrecks were of great interest to social network users.
Table 6. Main subcategories identified in the category “social conscience: problems and injustices” and their results
(number of publications, “likes” and comments)
Categorías
Subcategories
Number of publications“Likes” per publicationComments per publication
Social conscience:
problems and injustices
War
714140,09,8
Flee
679177,410,0
Dead
617171,716,6
Crisis
278162,511,1
Die
276192,816,4
Suffer
273123,110,0
Obligate
268100,88,7
Bombs
264101,310,2
Victims
250193,811,4
Losses
243200,914,7
Violence
214135,86,5
Danger
203146,66,8
Crossing
177139,710,7
Leave
177129,07,6
Entrap
14451,55,3
Cold
140127,211,7
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Social conscience:
problems and injustices
Discriminate
13252,92,2
Shipwrecks
126215,420,0
Kill
125130,617,8
Problem
12489,38,1
Drowned
122192,618,1
Attacks
12183,812,0
Escape
115169,714,8
Shame
112215,722,8
Horror
111164,49,5
Survive
110153,511,9
Wounded
10695,111,2
Desappeared
10690,110,1
Despair
106248,315,6
Deported
97149,419,3
Terrorism
92166,27,9
Drama
90201,811,7
Racism
8745,11,8
Hungry
8689,213,0
Orphans
86171,216,0
Wall
85197,211,4
Hell
85361,828,2
Mafia
83216,318,1
Source: Own elaboration
In Table 7, the main subcategories identified in the category “culture” as well as their results are listed. In total it consists of
13 subcategories referring to cultural aspects, among these “formation” stands out with 413 publications. In this category it
can be verified, that the communication is oriented to educational issues, being the subcategories “formation”, “education”,
“studies” and “school” those with more publications.
Regarding the level of interaction generated per publication, besides the educational issues, other topics such as “school”
and “education”, the subcategories “concerts”, “cinema” and “sports” have had a good result with more than 80 interactions
per publication.
Table 7. Main subcategories identified in the category “culture” and its results (number of publications, “likes” and comments)
Categorías
Subcategories
Number of publications“Likes” per publicationComments per publication
Culture
Formation
41347,25,3
Culture
22560,93,6
Education
15094,64,6
Studies
14176,74,2
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Culture
School
13694,45,8
Music
12764,45,3
Concerts
106101,83,3
Cinema
9691,65,6
Artistics
8773,61,7
Books
8641,51,4
University
8454,22,1
Students
7957,52,1
Sports
5381,02,6
Source: Own elaboration
In Table 8, the main subcategories for “maritime environment” it was found to be divided into a total of 5. Among the
identified, elements related to the sea, especially “Mediterranean” with 764 publications was the most prominant. Therefore,
the importance of this category relates with a critical part of the problems on immigration flows, since many refugees go
into the Mediterranean sea to reach the European continent, such task involves great difficulties, therefore it is , one of the
key factors in the communication of the NGOs.
About the interest generated among the users, a great similarity about the number of “likes” among the 5 subcategories
was observed. Nevertheless, “sea” and “ship” with more than 350 interactions per publication achieved a higher level of
feedback.
Table 8. Main subcategories identified in the category “maritime environment” and its results
(number of publications, “likes” and comments)
Categorías
Subcategories
Number of publications“Likes” per publicationComments per publication
Maritime
Environment
Mediterranean
764259,114,6
Sea
451393,622,0
Ship
370342,319,9
Coast
218210,515,7
Aegean sea
123301,518,6
Source: Own elaboration
In Table 9, the main subcategories identified in “social groups” as well as their results are presented. This category
comprehends a total of 11 subcategories, about the individuals that play a social role in the society. In this regard, the
“children” subcategory with 921 publications dominates over the others subcategories, since it is the one with most
references in NGO communication. The subcategories “family” and “women”, with more than 400, were also important
elements.
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Regarding the users’ responses to the publications, “children”, “family” and “friends” with more than 180 interactions per
publication, were the terms that raise most awareness and interest among the users.
Table 9. Main subcategories identified in the category “social groups” and their results
(number of publications, “likes” and comments)
Categorías
Subcategories
Number of publications“Likes” per publicationComments per publication
Social Groups
Children
921152,313,2
Family
527172,710,9
Women
419148,810,2
Friends
284168,516,2
Sons
235194,116,9
Underage
18562,05,3
Father
178153,515,3
Young
165107,65,6
Men
138123,09,6
Brothers
111121,713,8
Gender
7977,81,9
Source: Own elaboration
In table 10, the main subcategories identified in “locations” and their results are specified. This category is the second with
the highest number of subcategories with a total of 19 linked with specific locations of countries or cities. The number of
publications indicates the subcategory “Syria” as the most referred location in the communication of NGOs with 1226, a
considerable distance from the others, followed by “Spain” with 889. Subsequently, the subcategories were divided into
countries and localities of Spain. Regarding countries, a greater number of publications about “Greece”, “Turkey”, and
“Libya” were found, particularly about the Greek island of “Lesbos”, all of these locations are related to refugee problems.
On the other hand, about Spanish localities, “Valencia”, “Madrid” and Murcia “ were among the most cited in publications.
Regarding the activity and response generated among the users, the Greek island of “Lesbos” stands out once more from
the rest, being of great interest for the users with almost 300 interactions per publication.
Table 10. Main subcategories identified in the category “locations” and their results (number of publications, “likes” and comments)
Categories
Subcategories
Number of publications“Likes” per publicationComments per publication
Locations
Syria
1.226107,18,1
Spain
889112,89,0
Valencia
6077,40,6
Grecee
58870,55,1
Madrid
45374,04,6
Turkey
384124,510,2
Lesbos
307274,915,8
Libya
242233,419,4
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Locations
Murcia
20034,41,9
Barcelona
194204,29,7
Italy
184145,810,0
Africa
148109,88,5
Afghanistan
12270,15,7
Germany
11870,76,7
Athens
11055,37,7
Seville
9564,43,9
Iraq
9270,45,0
Arabia
8567,33,6
Serbia
6136,16,8
Source: Own elaboration
Table 11 shows the main subcategories identified in “policy”. This category consists of 4 subcategories highlighting the
terms “government” and “policy” as the most used with 352 and 212 publications respectively.
In the publications’ response activity, the topics that generated more interest among the users were “government” and
“laws” with more than 140 interactions per publication. In this way, the importance that NGOs give to politics is reinforced,
highlighting above all the role of the governments, countries politics and immigration laws.
Table 11. Main subcategories identified in the category “policy” and its results (number of publications, “likes” and comments)
Categories
Subcategories
Number of publications“Likes” per publicationComments per publication
Policy
Government
352142,912,1
Policy
31278,74,6
Town Halls
10244,32,2
Laws
79139,912,3
Source: Own elaboration
Lastly, in table 12, the main subcategories for “claims” and their results are presented. In total, 10 subcategories have
been identified, among NGOs communication demands. The term “life” with 1185 publications was the most impacting,
followed by “work” and “asylum” with 753 and 523 publications respectively.
In the same way, in the likes per publication, the subcategories “life” and “work” again predominate with more than 200
interactions, whereas “asylum” had a low interaction.
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Table 12. Main subcategories identified in the category “claims” and their results (number of publications, “likes” and comments)
Categories
Subcategories
Number of publications“Likes” per publicationComments per publication
Claims
Life
1185277,314,9
Work
753200,914,0
Asylum
52371,54,5
Food
328148,911,1
House
240178,511,4
Doctors
206152,411,4
Protection
20583,83,8
Home
204137,15,5
Food
15583,16,4
Hospitals
11382,811,5
Source: Own elaboration
6. Conclusions
Social networks have marked a new era in non-profit entities management, providing them with means for a new type
of communication, and with a new channel for interaction. New dialogues can be achieved in a more fluid way and
communication can be more dynamic, to deliver their social messages to users. In recent years, there has been several
events on immigration that have generated social problems and more particularly humanitarian crisis, the main driver of
NGOs communication.
In this study we have learned about the communication of immigration NGOs in Spain, through the analysis of their
publications content in the official Facebook page in social network. In effect, the main topics or issues mentioned by the
NGOs have been identified, as well as the interaction with the users. In total, 7689 publications have been analyzed showing
the category “locations” as the most used, followed by “solidarity actions”, “social conscience: problems and injustices”,
“geographical scope” and “claims”. Therefore, there are reasons NGOs to highlight the places, regions and geographical
areas where the refugee’s main problems occur. Moreover, the categories with the most interaction by the users were
“maritime environment” and “social conscience: positive messages”. In this sense, a great interest was found in the subject
sea crossing by refugees, as well as its possible consequences. On the social conscience, it is necessary to emphasize that
the positive messages are much better valued by the users than those that deal with problems and injustices.
Regarding the subcategories there were several interesting and important details. In the analysis it was possible to verify
that users are prone to assess aspects such as saving and rescuing, but they are more reluctant in those issues or topics that
require a more active and personal involvement with immigrants, such as reception, integration and participation. The
European crisis about immigration issues, occupies an important place in the communication of NGOs, as well as wars and
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deaths in the countries of conflict. Again, the social network users consider relevant the maritime environment, sincee terms
“shipwreck” and “drowned” created high degree of interaction. In addition, users raised topics about the “mafia” whose
treatment in the media has not been so widespread. The educational issues also occupy a prominent place in the NGOs
communication , since concerns over e children was found in their messages. NGOs also consider in the communication
on social media, politics, governmental roles played by the different countries, including laws on immigration, without
neglecting the importance of claiming on behalf of the immigrants and refugees good life and work conditions.
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