2 Digital tools for participation: which, when, how

General considerations

In the following pages we will present some of the most popular tools for participation and participation promotion that are available online or otherwise related to the digital world.

For each of them, we will present what we consider to be their advantages and disadvantages, bearing in mind that there is a relevant similarity between the digital world and the real/analogic world.

There is no perfect tool and that each organisation will have to assess which tool or tools to use according to its own objectives, resources and the context in which it operates.

Elements to

Consider

when choosing digital participation tools

• Cost-effectiveness analysis

As we have seen, some of the tools available online, for example, are based on massive use of people's data, bordering on invasion of privacy, over and above formal compliance with laws and regulations, which are often lacking. At the same time, everyone, whether an individual or an organisation, should always assess whether the tools they intend to use are ethically compatible (or at least not in conflict) with their own values and mission, as well as with the specific objectives of the individual active citizenship initiative.

Of course, an assessment based on financial costs and cost-effectiveness is also essential.

• Analysis of the specific target group(s) to be addressed.

Understanding and assessing the culture and resources of the group to which a campaign or action is addressed is an essential element for a successful outcome. Do the people I want to reach with a digital tool have easy access to the internet? Do they have the necessary digital and technical skills to use the tools I want to work with?

At the same time, it is essential to assess the cultural aspects of communication in order to avoid messages that, although inspired by the best of intentions, may in some way be offensive or misunderstood by the recipients or even potential beneficiaries.

• Analysis of the objectives of the campaign

Is it important to win, to persuade or to participate?

Any social communication campaign that aims to encourage active participation may have different objectives, and the messages and tools need to be calibrated accordingly. For example, a campaign to raise awareness of environmental issues will certainly have a different style, tone and tools than a campaign against corruption in government.

• Budget and human resources

It is, of course, essential to carefully assess your available budget, time and human resources. Obviously, an awareness-raising or political lobbying activity with a low budget and few human resources will have to rely much more on digital tools and know how to use them in the most effective and engaging way.

• Time assessment

In addition to requiring larger budgets, active citizenship activities and campaigns based on analogue tools and methods tend to take longer to achieve their goals. Therefore, even in this case, where the need is more concentrated in time, the use of digital tools is essential, but requires the ability to communicate effectively.

• Slacktivism vs activism. Digital vs Democracy?

All digital participation tools have one element in common, which can be both positive and negative, but which certainly risks having a negative impact on 'traditional' democratic processes, starting with participation in electoral processes. This is the socalled 'slacktivism', a neologism derived from the words 'slack' and 'activism'.

In its positive sense, it refers to the possibility of mobilising those who normally tend not to participate in public life; in its negative sense, it refers to the fact that with a simple click or the virtual signing of a petition, people think they have fulfilled duties and rights as active and participating citizens.

It follows, and the worrying data on the ever-decreasing active participation in elections in all countries of the world seem to confirm this, that many consider the ever-increasing "supposed digital participation" to be one of the elements that actually reduce the real participation that happens, or should happen, in elections, which is capable of determining the choices and directions of society.

Digital tools for active participation: some examples

Petitioning

Pros

• Easy to use, free, fast

• perfect example of slacktivism, can therefore mobilise people who do not normally participate in civic activities.

Cons

• Privacy issues (you need to check the platform's privacy policy carefully to make sure they are not selling subscribers' data and profiling them 1), effectiveness (if the other side is not ready to listen, a petition has no chance of succeeding) and...

• perfect example of slacktivism, in the sense that those who sign the petition are not really involved nor do they want to be. Their signature is neither an act nor an indication of civic mobilisation.

Social challenges

Pros

• Easy to use

• potentially free of charge

• potential involvement of VIPs

• potentiality of getting viral.

Cons

• Requires investment in publicity

• risk of misuse/understanding (e.g. in relation to culture or gender)

Not applicable to the petition system of the European Parliament

• potential conflict with specific social situations (i.e. “you waste water when I'm dying of thirst”)

• slacktivism (but less so than petitions) and…

• …in times of conspiracy theories, risk of being labelled a 'satanic ritual'

Crowdfunding

Pros

• Raise money

• low or no commission

• potentiality to go viral (less so than challenges)

• even if they do not raise money, give visibility

• require accountability.

Cons

• May require technical skills

• require investment in advertising

• success of action depends more on communication than on objective

• need to pay attention to the ethics of the platform used

• require accountability

Use of social networks

Pros

• Cheap or free

• no technical skills at a basic level

• in use by a quite large percentage of the population

• allow you to target a specific audience.

Cons

• May require technical skills for advanced use

• encourage slacktivism vs. activism

• enable targeting (promote polarisation)

• require caution and skills for reposting and sharing