Ms23.04

The Role of Social Media in Promoting Civic Activism in Latvian Society: Support to Ukrainian Society, Armed Forces and Refugees in the Context of Russia’s War in Ukraine in 2022

https://doi.org/10.22364/ms23.04 | pp. 32-39 | PDF

Džeina Kusiņa
University of Latvia

Abstract. The aim of this research is to investigate the role of social media platforms Twitter, Facebook and Instagram in promoting civic activism of Latvian society in the context of the Russian war in Ukraine in 2022. The theoretical part of the research includes a description of social media usage habits, communication patterns of opinion leaders and non-governmental organizations on social media, communication flow patterns, as well as civic activism trends on and off social media. The results of the study were obtained through citizen of Latvia survey, content analysis of social media publications of opinion leaders and non-governmental organizations, and semi-structured interviews with opinion leaders Reinis Pozņaks and Tomass Pildegovičs, and representatives of non-governmental organizations “Tavi draugi,” “Gribu palīdzēt bēgļiem”, and “SOS palīdzība Ukrainas armijai”. The study identifies the role of social media in promoting civic activism of Latvian society in the context of the Russian war in Ukraine in 2022, examines potential features of slacktivism, considers the aspects of social media communication of opinion leaders and non-governmental organizations and their role in supporting Ukrainian society, armed forces and refugees. Social media, as opinion leaders and non-governmental organizations point out, have played a crucial role in mobilising the Latvian public in support of the Ukrainian society, armed forces and refugees, and have been a key communication channel to reach and inform the public.

Keywords: social media, opinion leader communication, non-governmental organization communication, civic activism, donation, Russian war in Ukraine

In: Media and Society, 2023. Proceedings of Scientific Papers = Mediji un sabiedrība, 2023. Rakstu krājums. Riga, University of Latvia, 2024. 108 p.