Is Grassroot Communication a Modern Myth? A critical perspective on social media use in land conflicts in Cambodia

Tomas Hultman Tessan Nordeman (2012) A modern myth of grassroot communication, A critical perspective on social media use in land conflicts in Cambodia, Linnaeus University, School of Social Sciences

The results showed that the organizations were using social media in many different ways, and on different levels in their communications work. We could however not see any clear interlinkage between the usage of social media and a success in neither agenda setting, social mobilization nor advocacy work; even though there are success stories we could not see consistent patterns in them. Our conclusion is therefore that a more objective and rational picture of social media is needed, that acknowledges the potentials but also shows the obstacles. Our hope is that this study can give a more balanced approach to social media’s place in developing countries in general and Cambodia in particular, helping actors to understand the different factors that need to be addressed to make it a successful tool of communication.

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