Capítulo 39. Digital influence: analysing the impact of european interest groups on youtube

• Date: 01 January 2024
• Author: Aritz Gorostiza Cerviño Álvaro Serna Ortegag Andrea Moreno Cabanillas

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CAPÍTULO 39

DIGITAL INFLUENCE: ANALYSING THE IMPACT

OF EUROPEAN INTEREST GROUPS ON YOUTUBE

ARITZ GOROSTIZA CERVIÑO

Universidad de Málaga

ÁLVARO SERNA ORTEGAG

Universidad de Málaga

ANDREA MORENO CABANILLAS

Universidad de Málaga

1. INTRODUCTION

The inquiry into interest groups in the European Union (EU) has gained

significant relevance in academic and political spheres, given the cen-

trality of these actors in shaping policies and decisions spanning a wide

range of issues, from economic matters to environmental and social

concerns (Mahoney, 2004; Marshall, 2010;Vikberg, 2020; Weiler,

2016; Wonka et al., 2010). The analysis of the communicative strate-

gies of these groups emerges as a crucial component for understanding

their influence and participation in the complex decision-making pro-

cess characterizing the European Union. In this context, effective com-

munication becomes a primary vehicle for defending interests, legiti-

mizing actions, and persuading both European institutions and public

opinion (Widner, et al, 2020).

Therefore, it becomes imperative to conduct a meticulous exploration

of the presence and tactics deployed by interest groups, particularly

Non-Governmental Organizations (NGOs), in the digital landscape,

specifically on platforms like YouTube (Deschamps, 2014). NGOs, dis-

tinguished by their stable and enduring structure, play a pivotal role in

society, wielding a connotative impact on addressing social issues and

shaping public discourse (Ibañez, 2011).

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In the current digital landscape, characterized by the omnipresence of

social networks, these platforms have transformed the nature and scope

of communicative strategies adopted by interest groups (Arifon & Van-

derbiest, 2016). European NGOs, transitioning from charitable entities

to active advocates for social causes and human rights, have found in

social media an effective channel for spreading their messages and es-

tablishing deep connections with their audiences (Castillo, 2011).The

significance of these platforms lies in their ability to shape the public

agenda and mold citizen perception through the dissemination of per-

suasive content.

Within the realm of social media, YouTube emerges as a crucial com-

ponent in the communicative strategy of European NGOs. YouTube,

owing to its visual nature and global reach, solidifies itself as a conduit

for audiovisual messages that, exceptionally, surpass the constraints of

traditional communicative forms, reaching diverse audiences and facil-

itating the promotion of social causes with a resonant impact (Des-

champs, 2014). This study delves into a meticulous exploration of the

importance of communicative strategies of European NGOs on

YouTube, emphasizing their vital role in building relationships, influ-

encing decision-making, and promoting social causes in the dynamic

and complex environment of the European Union.

This study focuses on a detailed analysis of the profile and presence on

YouTube of European NGOs registered in the transparency register of

the European Commission (Greenwood & Dreger, 2013). The research

builds on the increasing prominence of social networks, especially

YouTube, in promoting the work of NGOs and their ability to influence

public awareness and fundraising.

The link between NGOs and digital platforms constitutes the core of

this research, exploring the dynamics between these organizations and

their audience in the European context. The significance of this study

is evident in its direct impact.

Ultimately, this study will provide valuable insights into the impact that

NGOs registered in the European Union Registry have on the social

platform YouTube to influence public opinion and strengthen their